TAAI kicks-off ‘Rally for the Valley’ campaign to revive tourism in J&K. Over 90 delegates arrive in Srinagar

By: Rehan Qayoom Mir

Srinagar: The Travel Agents Association of India (TAAI) launched its much-anticipated “Rally for the Valley” campaign on Tuesday, aimed at reviving tourism in Jammu and Kashmir.

The initiative seeks to restore the region’s tourism potential and highlight its safety and hospitality, countering prevailing misconceptions.

Notably, TAAI’s campaign, which will run from June 10 to 12, features a delegation of over 90 members, including the association’s Managing Committee.

Speaking at the press conference in Srinagar, TAAI President Sunil Kumar, as per the news agency—Kashmir News Observer (KNO), stressed the importance of this initiative in reviving the livelihoods of the local communities of the valley, who depend on the tourism sector.

He also recalled TAAI’s successful 2018 convention in Srinagar, which helped renew the tourism sector at that time.

“We are here to show the world that Kashmir is safe,” said Sunil, adding that with the ‘Rally for the Valley’ campaign, they are not only looking to revive tourism but to bring peace, stability, and prosperity to the region.

“We believe tourism is the key to unlocking Kashmir’s economic potential,” he said.

Sunil also shared that the campaign is not just about promoting tourism but also symbolizes TAAI’s deep connection to the region, which has been part of the association’s 74-years journey.

“Our 75-member delegation, many of whom are here with their families, is sending a clear message that Kashmir is a place people should visit,” he said.

Sunil said they have all the chapters and representatives from across India involved, and they are confident this effort will bring tourism back to J&K.

Notably, the event included visits across Srinagar and other key tourist destinations, aimed at amplifying the message of Kashmir’s resilience and commitment to safe, sustainable tourism.

Moreover, the “Rally for the Valley” campaign is expected to attract more tourists in the coming months and contribute to economic recovery in the region. —(KNO)