National tour operators, Kashmir hoteliers hold joint press conference; reaffirm tourists’ safety amid 80% booking cancellations

Srinagar: In a strong show of unity and solidarity, national tour operators and local hoteliers of Kashmir Valley on Saturday held a joint press conference to condemn the recent Pahalgam attack and reassure travellers that Kashmir remains one of the safest destinations in the country.

The press meet, held in Srinagar, came in the aftermath of the tragic incident in Pahalgam where 26 people, mostly tourists, and one local horseman lost their lives. Prominent figures from the tourism industry, including noted hotelier Mushtaq Ahmad Chaya, participated in the event.

Addressing the media, Chaya acknowledged the challenges currently facing the tourism sector, including a sharp decline in tourist bookings. “There have been 80 percent cancellations so far, which is understandable following such an unfortunate incident. However, we remain optimistic and committed to restoring the confidence of tourists. Tourism can come later — our priority is the wellbeing and reassurance of our guests,” Chaya said.

Representatives from national tour operators also highlighted Kashmir’s enduring reputation for hospitality and its peaceful environment. “Kashmir has always been known for its warmth and friendliness. We strongly condemn acts of violence that harm not only innocent lives but also the livelihood of countless people dependent on tourism,” a representative said.

Despite the temporary disruption caused by the incident, the operators emphasized that Kashmir continues to offer a safe and welcoming environment for visitors. “Safety remains our top priority. We want to send a clear message to the world — Kashmir is open, safe, and waiting to welcome tourists with open arms,” they said.

The conference aimed to bolster confidence among potential travellers and to counter the negative narratives surrounding the Valley. Industry stakeholders reaffirmed their commitment to promoting Kashmir’s scenic beauty, rich culture, and unmatched hospitality, even as the region grapples with the aftermath of the attack.

Tourism, one of the critical pillars of Kashmir’s economy, has seen a remarkable revival in recent years. Industry leaders hope that collective efforts and strong assurances will help maintain the momentum and support thousands of livelihoods linked to the sector.