Srinagar, July 10: The Travel Agents Association of Kashmir (TAAK) successfully concluded its three-day Familiarization (FAM) Tour to the picturesque border destinations of Keran and Lolab Valley, marking another significant step towards promoting offbeat tourism and sustainable destination development in Kashmir.
The FAM Tour, flagged off by TAAK President Mr. Farooq A. Kuthoo from Srinagar on July 8, in which over 30 members of the association from across the Valley participated to get familiarity with the tourism potential of Keran and Lolab.
The tour concluded on July 10 after a series of interactions and field visits across the two destinations.
The initiative was aimed at promoting offbeat tourism, strengthening industry collaboration, creating greater awareness of these emerging destinations among tourism stakeholders, and encouraging responsible and sustainable tourism practices.
During the tour, the delegation visited key tourist attractions, interacted with local communities and tourism entrepreneurs, and held meetings with the civil administration, security agencies, and other stakeholders to discuss tourism infrastructure, visitor facilitation, sustainable tourism practices, safety, and destination management.
Speaking on the occasion, TAAK President Mr. Farooq A. Kuthoo said:
“Keran and Lolab possess immense natural beauty, a rich cultural heritage, and tremendous tourism potential. Through this FAM Tour, TAAK aims to bring these hidden gems to the forefront of Kashmir’s tourism map. Our objective is not only to promote these destinations but also to encourage sustainable tourism that benefits local communities while preserving the region’s unique environment and cultural heritage.”
He further stated that TAAK remains committed to working closely with the Government, District Administration, the Tourism Department, security agencies, and local stakeholders to strengthen tourism infrastructure, enhance visitor experiences, and develop border tourism as a sustainable source of livelihood for local communities.
The Association expressed its sincere gratitude to the District Administration, the Tourism Department, security agencies, local residents, and all stakeholders for their valuable support and cooperation in ensuring the successful conduct of the FAM Tour.
TAAK believes that initiatives of this nature will play a vital role in promoting lesser-explored destinations, diversifying Kashmir’s tourism offerings, and further strengthening Kashmir’s position as one of India’s premier travel destinations.
