TravTalk India Online Magazine
As part of its tourism revival initiative called ‘Rubaroo with Jammu & Kashmir, the Indian Association of Tour Operators (IATO) recently took a delegation of 22 members from different cities to the Valley. The delegation explored various tourism sites, facilities and properties in Pahalgam and Srinagar.
Nisha Verma
As part of ‘Rubaroo with Jammu & Kashmir’, several stakeholders in the Union Territory came forward to host the IATO delegation and showcase their varied offerings. The aim was to re-establish the destination as safe and secure for tourists, after the terror incident in Pahalgam. To strengthen their commitment and assure the delegation of the situation, Omar Abdullah, Chief Minister & Tourism Minister, Jammu & Kashmir, also met with the delegation and discussed plans to revive tourism in the valley.
Solidarity steps
Ravi Gosain, President, IATO, said that the aim behind organising this fact-finding trip to Jammu & Kashmir was to showcase that Kashmir is safe to travel and to show solidarity to local stakeholders. “We were glad that things were quiet in Pahalgam and Srinagar. We wanted to show our support to the industry, and I urge people to come here as we need to back the local industry.”
Way forward
When asked what the next step in this endeavour will be, especially after the members return from the destination, Gosain revealed, “The purpose of visiting Kashmir with the tour operators was to create the buzz that Kashmir is safe. Many of them promoted the destination on their social media and shared first-hand experience with their clients and followers. Only when the tour operators are confident about the destination, can they instil that confidence in travellers. Many of our members have a few groups on hold, which are scheduled to travel in August or September. This visit would give them assurance to pursue their clients to not cancel trips.”
Work continues
Abdullah, in his interaction with the delegation, also shared the same sentiment, saying, “We are determined to work with trade partners to ensure that we put our best foot forward and project
the best face of Kashmir as a tourist destination. We will be organising roadshows as part of our promotional efforts.”
Yasha Mudgal, Commissioner cum Secretary, Tourism Jammu & Kashmir and Raja Yaqoob
Farooq, Director, Tourism, Jammu & Kashmir were also present and assured full support from J&K Tourism Department. On the sidelines of ‘Rubaroo with Jammu & Kashmir’, the IATO delegation also held a meeting with the J&K Chapter.
