The Travel Agents Association of India (TAAI) has taken a decisive step to revive tourism in Jammu & Kashmir with its powerful campaign, “Rally for the Valley”, held from June 10 to 12 in Srinagar. With participation from over 175 delegates, including 75 national representatives and more than 100 members from the J&K Chapter, the initiative signals a renewed push to reposition the region as a premier travel destination.
The campaign featured a grand launch ceremony graced by Hon’ble Chief Minister Shri Omar Abdullah, who was honoured with TAAI’s Award of Leadership for his unwavering commitment to the revival of the state’s tourism economy. Addressing a packed gathering at the Radisson Collection, the CM expressed heartfelt gratitude to TAAI, remarking on the emotional and economic toll the tourism slump had taken on the state. “When times are tough, true allies stand by. TAAI has proven to be one,” he said.
TAAI President Sunil Kumar, representing the interests of over 2,000 travel companies across India, reaffirmed the organisation’s resolve to challenge prevailing uncertainties and bring the Valley back into the tourism spotlight. He recalled TAAI’s 2018 Srinagar Convention as a precedent for how strategic tourism engagement can boost regional confidence and economic recovery.
The “Rally for the Valley” also attracted key dignitaries, including the Advisor to the Chief Minister, three Members of the Legislative Assembly, and several tourism industry stakeholders. Together, they extended unified support for the cause, stressing the need for nationwide collaboration to uplift the region’s tourism industry.
TAAI delegates explored iconic sites like Dal Lake, Lal Chowk, Mughal Gardens, Hazratbal Shrine, and Pahalgam, while some extended their journey to Gulmarg and Sonmarg, reinforcing the narrative that Jammu & Kashmir is safe, scenic, and ready for travellers.
Under the campaign’s official slogan, “Rally for the Valley”, TAAI is now calling on all travel and tourism bodies in India to join hands in promoting Jammu & Kashmir. President Sunil Kumar assured that TAAI’s J&K Chapter will support other associations in their efforts, including organizing familiarisation trips and collaborative promotions. The association aims to attract one million tourists to the Valley in the near future.
The initiative marks more than a symbolic gesture—it’s a strategic revival movement with long-term vision. TAAI is preparing to unveil a comprehensive action plan in the coming weeks, outlining concrete measures to restore J&K’s position on the global tourism map.
With “Rally for the Valley,” TAAI has reinforced its core belief that tourism is a lifeline, and no disruption can silence the spirit of travel. Jammu & Kashmir is open, vibrant, and waiting to welcome the world again.
