≡-Travel Agents Association of India Leads ‘Rally for Valley’ Campaign to Revitalize Tourism in Jammu and Kashmir – Viral of Today

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Home » India Travel News » Travel Agents Association of India Leads ‘Rally for Valley’ Campaign to Revitalize Tourism in Jammu and Kashmir Wednesday, June 11, 2025The Travel Agents Association of India (TAAI) has launched the ‘Rally for Valley’ campaign to reinvigorate the tourism sector in Jammu and Kashmir, which has faced challenges in recent years due to security concerns. This nationwide initiative aims to restore confidence in the region’s safety and showcase its stunning landscapes, rich cultural heritage, and hospitable atmosphere. By reaching out to potential tourists through multiple chapters across India, the campaign seeks to boost the number of visitors to Jammu and Kashmir, highlighting its potential as a premier travel destination for families and adventure seekers alike.Rally for Valley Campaign Aims to Revitalize Kashmir’s Tourism IndustrySrinagar became the focal point for a national initiative designed to reignite the tourism sector of Jammu and Kashmir, a region that has long been known for its breathtaking landscapes, cultural richness, and unique charm. The event, named Rally for Valley, was launched by the Travel Agents Association of India (TAAI) as part of a broader strategy to combat the decline in visitor numbers due to the recent security concerns. With the region’s tourism industry facing setbacks, the campaign seeks to restore confidence in the safety and appeal of Jammu and Kashmir as a family-friendly travel destination.The Rally for Valley initiative is an extensive campaign that spans across 20 chapters of TAAI, covering major cities in India. Its primary objective is to boost tourism by counteracting the negative perception surrounding the region and re-emphasizing the region’s natural beauty, historical significance, and hospitable atmosphere. The campaign’s efforts are directed at both Indian and international tourists, focusing on fostering a sense of security and encouraging travel to Kashmir.One of the significant challenges that Jammu and Kashmir’s tourism sector has faced in recent years has been a marked decrease in the number of visitors. This decline can be attributed to a combination of political instability, security concerns, and the global pandemic. However, the beauty of Kashmir’s mountains, valleys, rivers, and gardens remains undeniable. Kashmir is home to iconic destinations such as Srinagar, Pahalgam, Gulmarg, and Sonamarg, which have long been admired for their scenic beauty and cultural heritage. The Rally for Valley campaign seeks to remind travelers of the region’s unique offerings, from its rich history to its diverse cultural experiences.A Strong Leadership Push for Rebuilding TourismThe Rally for Valley campaign has received robust support from key figures within the tourism sector. Among the leaders spearheading the initiative is Sameer Bakhtoo, Chairman of the TAAI’s Jammu and Kashmir Chapter. Bakhtoo has been an advocate for reviving Kashmir’s tourism and has emphasized the importance of showcasing the region’s safe and welcoming environment to the rest of the world. His efforts in organizing this campaign are critical in restoring the region’s reputation as a preferred destination for both domestic and international travelers.Alongside Bakhtoo, Sriram Patel, the Honorary Secretary General from Gujarat, is playing an instrumental role in the campaign’s success. As a senior member of TAAI, Patel has been actively engaged in promoting the idea of Kashmir as a year-round destination, encouraging potential visitors to explore not only the famous Dal Lake but also its off-the-beaten-path locales. This leadership team, alongside other prominent travel industry figures, is focused on highlighting the diverse attractions Kashmir has to offer—from its renowned houseboats and shikaras to its thriving handicraft industry.The involvement of TAAI’s 20 chapters across India is crucial for this campaign’s widespread impact. These chapters, located in various regions of India, are helping to spread the message of the campaign through regional networking and outreach activities. By tapping into TAAI’s vast network of travel agents and professionals, the Rally for Valley aims to mobilize both local and national support for the restoration of Jammu and Kashmir’s tourism industry.A Call for Safety and Family-Friendly TravelOne of the campaign’s key messages is the emphasis on the safety and family-friendly nature of Kashmir. Security concerns, while real, do not overshadow the fact that Kashmir has transformed into a region with heightened safety measures and improved infrastructure in recent years. The Indian government, along with local authorities, has made significant strides in making the region more secure for travelers. This shift in the region’s security situation, coupled with the ongoing restoration of key tourist attractions, creates a favorable environment for tourists to return.For families looking for a peaceful getaway, Kashmir remains an attractive destination. The cool climate, serene landscapes, and abundance of outdoor activities such as trekking, skiing, and sightseeing make it an ideal vacation spot. With Gulmarg now established as a skiing destination, Pahalgam providing picturesque trekking trails, and Sonamarg offering adventure activities amidst snow-capped peaks, Kashmir presents something for everyone, whether it is adventure, relaxation, or cultural exploration.The Travel Agents Association of India (TAAI) has initiated the ‘Rally for Valley’ campaign to revive tourism in Jammu and Kashmir, a region that has faced setbacks due to security concerns. The campaign aims to restore confidence in the region’s safety and attract more visitors by highlighting its natural beauty and cultural appeal. Through outreach across 20 cities in India, TAAI hopes to position Jammu and Kashmir as a prime family-friendly travel destination.Looking Ahead: A Renewed Sense of OptimismThe launch of Rally for Valley marks an optimistic step forward for Jammu and Kashmir’s tourism sector. By focusing on restoring confidence in the safety of the region, the campaign is creating an important dialogue about the ongoing efforts to support and revive the local economy through tourism. Through these efforts, the goal is clear: to remind tourists of Kashmir’s allure and provide a platform for them to rediscover its timeless beauty.As the Rally for Valley campaign continues across TAAI’s 20 chapters, the message is loud and clear: Kashmir is open for business, and it is ready to welcome travelers with open arms. This initiative sets a positive tone for the future of tourism in Jammu and Kashmir and strengthens the role of tourism as a key economic pillar in the region’s recovery.

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