Srinagar: The Travel Agents Association of Kashmir (TAAK) has urged the UT and Central governments to step up tourism promotional campaigns across major cities in the country to attract more tourists to Kashmir during the ongoing winter season.
In a statement, TAAK President Farooq A. Kuthoo said that while the Tourism Department has continued to participate in major travel marts across the country, there has been a lack of dedicated promotional campaigns and roadshows in key tourism markets in recent years.
He said that roadshows and promotional activities, organised earlier by the Tourism Department in collaboration with local tourism stakeholders, played an important role in showcasing Kashmir’s tourism potential and attracting visitors from across the country.
“During Diwali, Kashmir would traditionally witness a good tourist rush. However, both last year and this year have seen a significant decline in tourist arrivals during this period. Even the bookings for the upcoming Christmas and New Year holidays, as well as the overall winter season, are not picking up at the expected pace. This is a matter of concern for the tourism industry, particularly for the thousands of people whose livelihoods depend on tourism,” Kuthoo said.
He urged the government to take immediate steps to intensify tourism promotion campaigns across major cities in the country, saying that timely marketing initiatives, roadshows and destination-specific promotional activities are essential to generate demand and attract tourists during the winter season.
He emphasised that participation in travel marts alone may not be sufficient and that sustained promotional outreach through roadshows, destination presentations, B2B meetings and targeted campaigns in major cities is equally important.
“Tourism is one of the key drivers of Jammu and Kashmir’s economy. Its benefits extend far beyond the tourism industry, supporting allied sectors such as handicrafts, horticulture, agriculture, transport and other small businesses. A healthy tourist inflow directly contributes to the livelihood of thousands of people,” he said.
The TAAK President urged the Lieutenant Governor’s administration and the Chief Minister’s Office to take up the matter on priority and initiate an extensive winter tourism promotion campaign across major source markets in India.
He said that the government must work closely with tourism stakeholders and industry associations to ensure coordinated marketing efforts and restore tourist confidence in Kashmir as a preferred winter destination.
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