Kashmir Is Safe, Situation is Positive: National Tourism Body

 Suhail Khan

 

Srinagar, Dec 19 : The Adventure Tour Operators Association of India (ATOAI) on Friday declared the situation in the Kashmir Valley to be normal, stating that all stakeholders, including the central government, are united in efforts to swiftly revive tourism in the Union Territory.

 

Addressing a press conference, ATOAI President Ajeet Bajaj as per Kashmir Convener emphasized the Kashmir’s premier status for adventure travel. “We firmly believe Jammu and Kashmir is India’s premier adventure destination. We are committed to collaborating with the government to attract more adventure tourists and promote safe, sustainable practices here,” Bajaj stated.

 

Bajaj, speaking during the association’s 17th annual convention held in Srinagar, stated that delegates had enjoyed the Kashmir’s hospitality. Members had undertaken excursions to popular destinations like Pahalgam, Sonamarg, and Gulmarg.

“The convention, inaugurated years ago by  Chief Minister Omar Abdullah, was conceived to champion adventure tourism across India, with a special focus on Jammu and Kashmir,” he said.

 

The ATOAI chief said discussions at the event centred on strategies to rejuvenate the sector after a difficult year marked by security incidents, including the Pahalgam attack. A key session facilitated dialogue between national and local tourism operators to build partnerships and channel business to the Kashmir valley.

 

Bajaj affirmed a collective national desire for tourism to rebound quickly. “This is a beautiful part of our country, the jewel in the crown of Indian tourism. We are coordinating with all stakeholders, including senior officials from the Ministry of Tourism, who share the message that the situation here is positive. The nation is proud of our security personnel,” he said.

 

“From our firsthand experience, normalcy has been restored. Our goal is to encourage tourists to return to Jammu and Kashmir at the earliest,” Bajaj added.

When questioned about the continued restrictions at some tourist sites following the April terror attack in Pahalgam, Bajaj expressed the association’s hope that areas would progressively reopen as the security situation improves. “As adventure operators, access is not within our direct control. We can only advocate for a gradual opening of all areas for tourism,” he said.

 

Prominent local tourism figure Mushtaq Chaya, also addressing the media, thanked the ATOAI for choosing Srinagar as the convention venue. He described the event, attended by over 200 national members, as a confidence-building measure.

“We urged them to act as our ambassadors nationwide, conveying that Kashmir is safe and welcoming. While we condemn past unfortunate incidents, the situation is now improving,” Chaya said.

 

He extended an invitation to all Indians, emphasizing, “Kashmir is an integral part of India, and its people are ready to warmly host visitors from across the nation.”

Earlier this week, Chief Minister Omar Abdullah outlined a dual-focused strategy for adventure tourism, balancing promotion with paramount safety concerns.

 

“While we are fully committed to developing this sector, it cannot be at the expense of security. Stringent safety protocols are essential to prevent accidents,” he told Kashmir Convener.

Abdullah also highlighted infrastructural challenges, arguing for prioritizing the reopening of established but currently restricted destinations—such as areas beyond the Gulmarg Gondola and sites like Drung and Doodhpathri—before promoting newer locations.

 

Chief minister Omar Abdullah also called for a unified and collaborative effort to position Jammu and Kashmir as the world’s premier tourism destination.

CM Omar outlined a clear benchmark for success. “Our achievement will not be measured by a single tourist visit, but by the choice of visitors to return to us again and again,” he stated, as per  Kashmir Convener.

Emphasizing the vital role of hospitality, Abdullah insisted, “Our conduct toward every visitor must be impeccable. We cannot afford any lapse that would give them reason not to come back.”

 

He articulated the ultimate goal: “Our endeavor must be that at the end of each season, every tourist says, ‘Beyond Kashmir, I have no desire to go anywhere else. I see no other place in the world I wish to visit—I will only holiday in Kashmir.’ Only then can the Jammu and Kashmir Government, the Tourism Department, and every stakeholder consider their mission accomplished.

 

Meanwhile, Tourism officials report promising indicators for this winter season. “Preparations are in full swing. Hotel bookings in Gulmarg are currently between 50–60%, a significant improvement from single-digit occupancy recently,” said Tahir Wani, Assistant Director of Tourism in Gulmarg.

 

As the key hub for winter tourism, Gulmarg’s famed Gondola cable car is central to these prospects. “The entire sector awaits snowfall. Once it arrives, Gulmarg will become the definitive winter base. The booking trends are very encouraging,” Wani added, detailing plans involving snow patrol mobilisation and special events for the holiday period.