Srinagar, June 16: President of the Jammu & Kashmir Hoteliers Club (JKHC), Mushtaq Chaya, on Monday urged the people of Kashmir, particularly those associated with the tourism sector, to extend a warm welcome to Amarnath pilgrims and ensure the smooth conduct of the annual pilgrimage.
Describing the Shri Amarnath Yatra as an opportunity to counter misinformation and promote goodwill, Chaya said every pilgrim visiting Jammu and Kashmir should be treated as a guest and an ambassador who carries the story of Kashmir and its people to different parts of the country.
He said the way pilgrims are received and treated can play an important role in challenging negative perceptions about the Valley and strengthening bonds between communities and regions.
“It is our responsibility to ensure that pilgrims return with memories of our love, warmth and hospitality,” Chaya said.
He noted that at a time when society is witnessing increasing polarization and mistrust, the annual pilgrimage provides an opportunity to promote understanding, strengthen human connections and reinforce Kashmir’s longstanding traditions of coexistence and communal harmony.
Chaya said pilgrims who visit the Valley and return to their homes often become firsthand witnesses to Kashmir’s culture, hospitality and social values. He added that the pilgrimage should be a locally protected, locally supported and locally owned process that reflects the true spirit of Kashmir and its people.
The JKHC president appealed to all sections of society, especially stakeholders in the tourism industry, to wholeheartedly welcome, assist and support the pilgrims to ensure the successful and peaceful conduct of the Shri Amarnath Yatra.
