TravTalk India Online Magazine
In a move to revive travel and tourism in Jammu & Kashmir post the recent unrest, the Travel Agents
Association of India (TAAI) has launched ‘Let’s Visit J&K’ campaign. Designed as ‘a community-tourism-industry connect’ initiative, the campaign aims to restore confidence among tourists visiting the region.
Surbhi Sharma
In a bold move, the Travel Agents Association of India (TAAI) has launched a campaign to revive travel and tourism in Jammu & Kashmir (J&K), where the tourist footfall took a nosedive after the recent attack and subsequent tension between India and Pakistan. The campaign, ‘Let’s Visit J&K’, aims to restore the confidence of tourists in the region, support local livelihoods, and revitalise tourism activity in the Union Territory.
Rebuilding a premier destination
Sunil Kumar, President, TAAI, expressed disappointment over the current tourism dip in J&K and recalled the association’s past efforts, including the landmark 2018 convention in Kashmir, which elevated the region’s tourism profile. “We invested years into establishing the UT as a premier destination. The recent developments have unfortunately undone some of that progress,” Kumar noted.
Call for responsible outbound strategies
On the outbound travel front, Kumar highlighted that Indian outbound travel must be aligned with those countries which are favourable to the call of government. He has asked the FAITH to convene a round table of all industry associations to define an apt policy that aligns with that of the government. He called for an industry-wide round table involving all major travel associations to reassess travel relationships.
Future ahead
While destinations, such as Australia, Europe, Bali, Singapore, Japan and Korea continue to attract Indian travellers, Kumar reiterated the importance of promoting safe and politically aligned destinations. “Travel must continue—but with thought and strategy,” he noted.
Meanwhile, to mark its 75th years in the industry, TAAI is planning to host its upcoming convention in Q3 or Q4 this year, underscoring its legacy and ongoing commitment to shaping Indian tourism.
