June 13: In a significant push to revive tourism in Jammu and Kashmir, former Chief Minister Omar Abdullah flagged off the “Rally for the Valley: Let’s Go to Jammu and Kashmir” — a nationwide initiative spearheaded by the Travel Agents Association of India (TAAI). The campaign aims to rekindle travel enthusiasm and enhance confidence among both domestic and international tourists visiting the region.
Speaking at the launch, Omar Abdullah emphasized the growing efforts to improve the overall tourist experience in Jammu and Kashmir, which has long been hailed for its breathtaking landscapes and rich cultural heritage. “Our focus is not just on bringing tourists back, but ensuring that their journey here is smooth, welcoming, and memorable,” he remarked, highlighting the importance of better connectivity, security, and hospitality standards.
Organized by TAAI, the rally includes travel professionals, tour operators, and industry stakeholders from across the country. Their journey will cover key destinations in J&K, including Srinagar, Pahalgam, Gulmarg, and the newer tourism circuits in the Jammu region. The objective is to directly engage with local businesses, assess on-ground conditions, and promote the region’s tourism-ready environment.
Tourism in Jammu and Kashmir had faced significant setbacks over the years due to political instability, the COVID-19 pandemic, and occasional security challenges. However, recent government efforts have focused on infrastructure development, digital travel services, and rural tourism promotion. The administration has also ramped up coordination between the tourism department and local authorities to make the region more visitor-friendly.
TAAI President Jyoti Mayal, present at the event, stressed the economic significance of tourism for the region. “Tourism can be a bridge to peace and prosperity. We’re here to showcase that Jammu and Kashmir is open, vibrant, and ready to welcome the world again,” she said.
With such initiatives gaining momentum, “Rally for the Valley” is being viewed as more than a symbolic gesture—it’s a call to action for both the industry and travelers to rediscover the charm of India’s crown jewel.