In swift response to the recent situation in Jammu & Kashmir, the Travel Agents Association of India (TAAI) has launched a robust “Let’s Visit J&K” campaign, a significant initiative aimed at fostering a strong connection between the community, tourism, and the industry.
TAAI, the oldest, largest, and nodal association representing India’s Travel, Tourism & Hospitality sector, poised to celebrate its 75th anniversary in 2026, has stepped forward as a leader and custodian of the nation’s tourism. The association is firmly committed to supporting the people and economy of Jammu & Kashmir, where tourism serves as a vital source of livelihood.
Highlighting the urgency of the situation, Mr. Sunil Kumar, President of TAAI, stated, “Jammu & Kashmir remains an unparalleled destination, renowned for its breathtaking scenery and rich cultural heritage. While recent events may have caused concern, we must not allow them to overshadow the enduring allure and timeless glory of this region. As TAAI has advocated for decades, tourism is a powerful catalyst for peace. By actively encouraging travel to J&K, we are not only bolstering livelihoods but also sending a strong message of resilience, unity, and unwavering hope.”
Mr. Kumar emphasized the need for collective support, asserting, “India, a nation built on secularism and a rapidly growing global economy, must stand united in solidarity when the tourism potential of any region is threatened by disruption. As a national industry leader, TAAI cannot remain silent. We have launched the ‘Let’s Visit J&K’ campaign with immediate effect and a deep sense of commitment.”
At a meeting held on May 16th, 2025, the Managing Committee and Chapter Chairpersons of TAAI unanimously resolved to actively promote travel to Jammu & Kashmir. Mr. Kumar elaborated on their strategy, saying, “We are mobilizing our extensive network to reach targeted consumers – families, groups, and individual travelers – through widespread engagement and a dynamic social media outreach campaign.”
The key initiatives of the “Let’s Visit J&K” campaign include:
Collaboration with the J&K Government: TAAI is appealing to the Hon’ble Chief Minister and relevant authorities to ensure the implementation of robust measures for the safety and security of all travelers. Mr. Kumar stressed, “The safety and well-being of tourists are paramount. We urge the J&K government to provide the necessary assurances and security measures to instill confidence in travelers.”
Partnership with the Hospitality Sector: TAAI will collaborate closely with hotels and local tourism operators to curate special promotional packages and offer personalized care to enhance the visitor experience. Mr. Kumar affirmed, “We are working with our hospitality partners to create attractive offers that will incentivize travel to the region and ensure visitors receive exceptional care.”
Engagement with Airlines: TAAI is inviting airline partners to offer promotional airfares, making travel to J&K more accessible and appealing. Mr. Kumar stated, “We are reaching out to our airline partners to request their support in making travel to J&K more affordable through special fares.”
Leveraging Our Local Network: The TAAI J&K Chapter, comprising over 100 member companies within the local travel and tourism industry, is actively engaged in the campaign. Mr. Kumar acknowledged their crucial role, saying, “Our local chapter in J&K is on the ground, ready to welcome and assist travelers, providing invaluable local expertise and support.”
In the initial phase of this campaign, TAAI aims to reach over one million travelers through the direct customer base of its 2,400+ member companies nationwide. Mr. Kumar concluded with a direct appeal to every Indian traveler: “We urge every Indian to open their hearts to Jammu & Kashmir. Make plans to visit this beautiful region, support its people, and actively participate in reviving its vital tourism sector. Let’s collectively make ‘Let’s Visit J&K’ a resounding success.”
TAAI welcomes the support of all organizations and individuals who are willing to join hands in this crucial mission to restore the vibrancy and vitality of one of India’s most treasured regions.
