In immediate response to the recent situation in Jammu and Kashmir, the Travel Agents Association of India (TAAI) is launching the “Let’s Visit J&K” campaign—a strong Community-Tourism-Industry Connect initiative.

TAAI, the oldest, largest, and nodal association representing the Travel, Tourism & Hospitality industry in India, is on the path to celebrating its 75th year in 2026. As a leader and custodian of India’s tourism sector, TAAI stands committed to supporting the people and the economy of Jammu & Kashmir, where tourism is a primary source of livelihood.

The Need of the Hour: Reignite Tourism in J&K
Jammu and Kashmir remain one of the most iconic, scenic, and culturally rich destinations in India and the world.  While recent disturbances may have created concern, they cannot overshadow the region’s timeless allure and glory—an incident aimed at causing chaos and disturbance cannot steal away the glory of J&K.

Tourism has long been a harbinger of peace—a sentiment echoed by TAAI for decades. By encouraging people to travel to J&K, we support livelihoods and reinforce a message of resilience, unity, and hope.

A Call for Collective Support
As a beacon of secularism and one of the world’s fastest-growing economies, India must unite in solidarity when disruptions threaten a region’s tourism potential. As a national industry leader, TAAI cannot stay silent. We are launching the “Let’s Visit J&K” campaign with urgency and commitment.

At their meeting held on 16th May 2025, the Managing Committee and Chapter Chairpersons of TAAI unanimously resolved to actively promote travel to Jammu and Kashmir. We are mobilizing our network to reach targeted consumers—families, groups, and individuals—through widespread engagement and aggressive social media outreach.

Our Key Initiatives Include:
Collaboration with the J&K Government: TAAI requests the Hon’ble Chief Minister and relevant authorities to ensure strong measures are in place for the safety and security of all travellers. Partnership with the Hospitality Sector: TAAI will coordinate with hotels and local tourism operators to offer special promotional packages and personalized care to enhance the visitor experience. Engagement with Airlines: TAAI invites airline partners to provide promotional airfares, making travel to J&K more accessible and attractive.

Leveraging Our Local Network: The TAAI J&K Chapter, comprising over 100 travel and tourism industry member companies, is also actively engaged.

In Phase One of this campaign, we aim to reach over one million travellers through the direct customer base of TAAI’s 2,400+ member companies nationwide.

Our Appeal to Every Indian Traveller
– Make space in your heart for J & K
– Make plans to travel to J & K.
– Support the people of J & K. 
– Let’s revive tourism to J & K.

TAAI welcomes the support of all organizations and individuals willing to join hands in this vital mission. Let us unite to restore the vibrancy and vitality of one of India’s most treasured regions.

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