The Travel Agents Association of India (TAAI), a highly respected and long-standing travel trade organization in the country, is back in Jammu & Kashmir with its impactful “Rally for the Valley” initiative. Taking place in Srinagar from June 10 to 12, 2025, this campaign seeks to rejuvenate tourism and assure travelers that Kashmir remains a secure and inviting destination.
As part of TAAI’s 75th-anniversary celebrations, the event is bringing together 100 travel professionals from across India. These members are convening in Srinagar for the association’s Managing Committee Meeting and engaging with local tourism stakeholders to reinforce the message: “Travel to J&K is Safe.”
This renewed effort comes after a recent incident in Pahalgam, which unfortunately cast a shadow over the region’s tourism prospects. TAAI’s initiative, spearheaded by more than 75 members and their families, directly addresses this concern, aiming to replace apprehension with verifiable facts on the ground.
TAAI President Mr. Sunil Kumar highlighted the significance of members being physically present in Srinagar. He stated, “We are here to demonstrate that Kashmir is open and safe,” pointing out that tourism in the region was flourishing until April. He urged both the media and the industry to help widely share this message.
Building on the success of TAAI’s 2018 convention in Srinagar, which attracted over 700 delegates and contributed to a tourism resurgence, the “Rally for the Valley” is once again drawing national attention to the region’s potential.
Mr. Sameer Baktoo, TAAI J&K Chapter Chairman and TAAI Secretary General Mr. Sriram Patel are leading visits to key destinations such as Pahalgam, Gulmarg, and Sonmarg. These visits are intended to assess the current situation, gather insights, and compile a report for submission to the Union Ministry of Tourism and state authorities, complete with recommendations for future actions.
Mr. Kumar reaffirmed TAAI’s ongoing commitment, emphasizing that the rally is not a one-time event. “Tourism isn’t just about leisure—it’s about livelihoods. We will continue these efforts until Kashmir reclaims its position on the global tourism map,” he asserted. He also called upon the government to ensure visible safety measures and sustained promotional activities.
A Unified Message of Hope
This campaign also serves as a symbolic gesture of unity within the travel community and a tribute to the resilience of the people of Jammu & Kashmir. It acknowledges the dedication of the armed forces and aims to bridge the gap between public perception and the reality of travel safety in the region.
Mr. Raja Yaqoob, IAS, Director of Tourism, Jammu & Kashmir, welcomed the initiative, stating, “TAAI’s consistent support is invaluable. Their visit will significantly help in reassuring both the travel industry and potential tourists. We are confident this will strengthen our efforts toward sustainable and responsible tourism.”
Mr. Sameer Baktoo added, “With over 110 active TAAI-affiliated agencies in J&K, this initiative represents our collective commitment to rebuilding confidence and enhancing the region’s image. It’s more than symbolic—it’s a sincere step toward revival.”
To facilitate smooth participation, TAAI has arranged special airfares and discounted hotel packages for its members. With registrations capped at 100 delegates, the “Rally for the Valley” is set to be a landmark event in TAAI’s ongoing efforts to promote national integration and tourism development.
