Tour operators pin hopes on Amarnath Yatra for revival of tourism in J&K

A 60-member delegation of tour operators from across the country, currently visiting Kashmir to express solidarity with the region, expressed hope that the upcoming Amarnath Yatra—scheduled to begin in the first week of July—will motivate tourists to return to the Valley. Following last month’s attack in Pahalgam and the ensuing tensions between India and Pakistan, the tourism industry in Jammu and Kashmir has witnessed a sharp decline, with tourist footfall dropping to record lows. In response, the J&K government has launched extensive efforts to revive tourism in the region. Abhijit Patil, chairman of Raja Rani Travels and a prominent Maharashtra-based tour operator, is leading the visiting delegation—the first such group to arrive in Kashmir since the Pahalgam attack. The group has already toured Pahalgam and Sonmarg. Patil said the Amarnath Yatra could serve as a strong motivator for tourists to start visiting Kashmir again. Speaking to The Tribune, Patil, who is also associated with the Maharashtra Tour Operators Association, affirmed his agency’s commitment to restarting tours to Kashmir from June. “We already have 10–12 groups of 50–60 people each lined up. These are influential groups, and their visits will have a positive ripple effect,” he said. “Other tour operators have also finalised their plans and will begin sending tourists to Kashmir immediately.” He emphasised that the delegation’s visit was not tied to any conditions or demands. “We have come here with an open mind—to stand by the people of Jammu and Kashmir and contribute to the revival of tourism for their benefit,” he said. According to Patil, this is the first time in three decades that the Valley has collectively spoken out against terrorism. “The attack was a deep wound, and healing will take time. But with time, one must apply the balm. Our visit—60 of us—is a small but symbolic healing gesture,” he added. J&K Chief Minister Omar Abdullah, during a recent visit to Pahalgam, acknowledged the significance of the tour operators’ visit, stating that it could have a positive impact on tourism in the region. Patil also mentioned that after completing their Kashmir visit, each tour operator will devise individual strategies to promote tourism. “We have planned a month-and-a-half-long agenda of various events and activities in Kashmir, which will help send a positive message across the country,” he said. He added that a group of journalists from vernacular newspapers in Gujarat and Maharashtra had also accompanied the tour operators to help convey the message that there should be no place for terrorism.

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