The apex bodies representing India’s travel, tourism, and hospitality sectors—TAAI (Travel Agents Association of India), IATO (Indian Association of Tour Operators), and FHRAI (Federation of Hotel & Restaurant Associations of India)—have strongly condemned the cowardly terror attack that targeted innocent tourists in Pahalgam, Jammu & Kashmir, on April 22nd.
In a joint spirit of solidarity with the people of Kashmir and the tourism industry, the three associations expressed deep anguish over the incident at the heart of one of India’s most celebrated tourism destinations.
Mr. Sunil Kumar R., President of TAAI, Mr. Rajiv Mehra, President of IATO, and Mr. K. Syama Raju, President of FHRAI expressed unwavering support to the region’s stakeholders and reaffirmed their commitment to continue promoting Kashmir as a premier travel destination.
The terror strike, which claimed multiple lives—including a recently married Navy officer, a Nepali national, and a tourist from the UAE—has cast a shadow over Kashmir’s tourism revival, which had been steadily growing since 2018. The attack occurred during the peak tourism season, ahead of the Amarnath Yatra, a pilgrimage that annually attracts lakhs of devotees.
Until the incident, hotels and resorts across the Kashmir Valley were fully booked through August, with flight occupancy also remaining high. However, this attack has sparked fear among travelers and prompted queries about cancellations.
Chilling videos circulated on social media—including one of a woman pleading with a local to save her husband and another describing how armed militants identified tourists before opening fire—have intensified public outrage and instilled a sense of fear among potential visitors.
Pahalgam, a scenic meadow surrounded by pine forests and snow-capped peaks, is one of Kashmir’s most frequented tourist spots and a base for the Amarnath Yatra. The location of the attack underscores the terrorists’ intent to cripple tourism at its peak and disrupt Kashmir’s return to normalcy.
In a unified response, Kashmir Valley observed a complete shutdown on April 23, initiated by political parties, the tourism community, trade unions, and civil society groups. The Kashmir Traders and Manufacturers Association (KTMA) led the protest, with Bashir Ahmad Kongposh, its General Secretary, calling the attack a “heart-wrenching incident” and a “murder of humanity.”
Demonstrations were also reported from other districts, including Poonch, where the business community condemned the act and demanded justice. Locals and tourists alike shared their shock and sadness, mourning the attack’s impact on Kashmir’s global image.
Ashiq Hussain, a Srinagar resident, said: “Tourism was at its peak. This attack is a blow not just to the industry but to Kashmir’s reputation worldwide. It’s heartbreaking.”
Political parties like the Jammu and Kashmir National Conference (JKNC) and People’s Democratic Party (PDP) also extended support to the bandh. Mehbooba Mufti, President of PDP, called the attack “an assault on all of us.”
TAAI: “We Will Not Let Terror Define Our Future”.
The Travel Agents Association of India (TAAI) issued a strong statement denouncing the attack
Mr. Sunil Kumar R., President of TAAI, said: This was a calculated attempt to disrupt Kashmir’s tourism growth. An attack on tourists is an attack on the very soul of unity and cultural exchange. Such cowardice cannot be tolerated.”
“We mourn the tragic loss of innocent lives and extend our heartfelt condolences to their families. This heinous act strikes not just at individuals but at India’s legacy of hospitality and peace. At TAAI, we have promoted Kashmir for decades and will continue to do so with renewed commitment.”
TAAI urged authorities to enhance tourist security and bring the perpetrators to justice swiftly.
IATO: “An Attack on the Spirit of Hospitality
The Indian Association of Tour Operators (IATO) also condemned the violence. “
Mr. Rajiv Mehra, President of IATO, stated: This was a calculated attempt to disrupt Kashmir’s tourism growth. An attack on tourists is an attack on the very soul of unity and cultural exchange. Such cowardice cannot be tolerated.”
Mr. Mehra highlighted that although international arrivals to Kashmir are currently low due to travel advisories, the attack could deeply affect both domestic and international tourism.“We’ve already started receiving inquiries about cancellations. But we remain confident—Kashmir’s tourism will bounce back with the support of stakeholders and the government.”
FHRAI: “An Attack on Kashmir’s Prosperous Future”
The Federation of Hotel & Restaurant Associations of India (FHRAI) also issued a stern condemnation
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Mr. K. Syama Raju, President of FHRAI, noted:“Kashmir recorded an all-time high in tourist arrivals in 2024 with nearly 35 lakh visitors, including over 43,000 foreign tourists. Pahalgam alone welcomed 5.5 lakh tourists in the first quarter. This surge reflects the success of efforts by both the central and UT governments in branding Kashmir as a world-class destination.”
FHRAI warned that the attack threatens this momentum and urged a strong, coordinated response to restore confidence in the region.
As the tourism industry grapples with the aftermath, there is a collective call for resilience, justice, and continued promotion of Jammu and Kashmir as a peaceful and safe destination.
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