In a strong show of solidarity with the individuals of Jammu & Kashmir, the Travel Agents Association of India (TAAI) has launched a nationwide tourism revival marketing campaign titled “Let’s Go to J&Ok.” The initiative, introduced by way of an official round, is designed to rekindle tourism within the Union Territory and reinforce confidence amongst home travellers following current unrest within the area.
The marketing campaign is a part of TAAI’s broader dedication to preserving and selling India’s tourism financial system, significantly in areas the place journey and hospitality function crucial sources of livelihood. The affiliation is mobilising its 2,400+ member community throughout India, together with airline and hospitality companions, to advertise J&Ok as a vibrant, protected, and scenic vacation spot for households, teams, and particular person travellers alike.
“Within the face of adversity, tourism is a message of peace, hope, and unity,” stated Sunil Kumar R, President of TAAI, within the affiliation’s assertion. “We can not enable the current disturbances to steal away the glory of Jammu & Kashmir—considered one of India’s most iconic and culturally wealthy locations. The time is now to reclaim the area’s tourism momentum and restore financial vitality for its individuals.”
Kumar added that TAAI’s Managing Committee and Chapter Chairpersons had unanimously resolved to behave instantly. “We’re not simply selling a vacation spot—we’re supporting 1000’s of households whose livelihood depends upon journey and tourism. That is our dedication, and it’s unwavering.”
The “Let’s Go to J&Ok” marketing campaign will roll out in phases, with Part One concentrating on over a million potential travellers by direct engagement and aggressive social media outreach. Key initiatives embrace:
Partnership with the J&Ok Authorities: TAAI is searching for direct collaboration with the state’s Chief Minister and tourism authorities to make sure sturdy security and hospitality measures for guests.
Hospitality Collaborations: TAAI will work with accommodations, native tour operators, and floor companions within the state to curate particular promotional packages and personalised customer experiences.
Airline Engagement: Main Indian airways are being invited to help the marketing campaign with discounted fares and journey incentives for J&Ok-bound travellers.
Native Chapter Activation: TAAI’s Jammu & Kashmir Chapter—comprising over 100 energetic journey and tourism entities—is totally engaged in amplifying the marketing campaign on the bottom.
An industry-wide enchantment
TAAI’s management, together with Vice President Bettaiah Lokesh, Secretary Common Shreeram Patel, and Treasurer Paras Lakhia, collectively urged the broader journey commerce group and the Indian public to affix the mission. “We enchantment to each Indian traveller: make house in your coronary heart for J&Ok, make plans to go to J&Ok, and help the individuals of J&Ok,” stated the assertion.
The assault, described as one of many deadliest lately, has shocked the {industry} and sparked a powerful wave of solidarity from main tourism stakeholders throughout India. The incident comes at a time when Kashmir has been witnessing a tourism revival post-pandemic, with record-breaking customer numbers. The assault concentrating on vacationers on the peak of the spring journey season has raised critical issues.
This industry-wide enchantment aligns with TAAI’s historic dedication as a nationwide tourism chief. Because it approaches its seventy fifth anniversary in 2026, the affiliation reiterated its duty as a custodian of the Indian journey and tourism sector.
Tourism has lengthy been a driver of each financial alternative and social stability in Jammu & Kashmir. Nevertheless, current geopolitical disturbances have led to issues amongst travellers and a short lived lull in tourism exercise. TAAI’s initiative comes as a well timed intervention to not solely revitalize the vacation spot however to revive traveler confidence.
Whereas acknowledging that safety issues are actual, the affiliation emphasised the significance of not permitting “incidents geared toward chaos” to derail a vacation spot’s progress or overshadow its potential. “Peaceable tourism is the strongest counter-narrative to unrest,” Sunil Kumar famous.
Unity over worry
The marketing campaign additionally serves as a refined but highly effective message of nationwide unity. TAAI has urged Indian travellers to view their journey selections as significant contributions to the nation’s inclusive development and social concord.
With Jammu & Kashmir positioned as one of many nation’s most awe-inspiring and serene getaways, “Let’s Go to J&Ok” is being framed not solely as a journey push but additionally as a patriotic act of group help.
TAAI has additionally expressed its openness to partnerships from different {industry} our bodies, tourism boards, airways, corporates, and influencers who want to be a part of the marketing campaign. The aim is to create a “collective wave of journey” that rejuvenates J&Ok’s tourism financial system whereas projecting India’s resilience to the world.
“Let’s Go to J&Ok isn’t just a slogan—it’s a motion of solidarity, of braveness, and of confidence within the unbelievable magnificence and spirit of Kashmir,” stated Kumar.
