Chalo Kashmir & Kashmir Calling: A Resilient Journey to Rediscover Paradise
Srinagar 21 May 2025: Nestled in the lap of the Himalayas, Jammu & Kashmir has long been India’s crown jewel of tourism, drawing millions with its snow-capped peaks, serene lakes, and vibrant cultural heritage. However, the tragic terror attack in Pahalgam on April 22, 2025, which claimed 26 innocent lives, cast a shadow over this paradise. The incident triggered widespread cancellations, halted flights, and threatened the livelihoods of countless locals who depend on tourism. In response, the Travel Agents Association of India (TAAI), alongside over 2,400 travel companies, launched the Chalo Kashmir & Kashmir Calling campaign—a powerful movement to restore confidence, revive tourism, and celebrate the indomitable spirit of Kashmir’s people.
This article delves into the heart of the Chalo Kashmir & Kashmir Calling initiative, exploring its origins, impact, and the collaborative efforts to bring travelers back to this breathtaking region. From enhanced safety measures to curated travel experiences by trusted partners like JKL Travels, we’ll guide you through why now is the time to answer the call of Chalo Kashmir & Kashmir Calling and rediscover the valley’s timeless beauty.
Embracing the Spirit of Chalo Kashmir & Kashmir Calling
The Chalo Kashmir & Kashmir Calling campaign is more than a tourism initiative—it’s a heartfelt call to action, a symbol of resilience, and a testament to the enduring allure of Jammu & Kashmir. Launched in the aftermath of the Pahalgam attack, the campaign seeks to rebuild trust among travelers, support local communities, and showcase the region’s unmatched natural and cultural treasures.
At its core, Chalo Kashmir & Kashmir Calling is about unity. It brings together travel agencies, local authorities, airlines, and communities to send a clear message: Kashmir is open, safe, and ready to welcome visitors with open arms. The campaign invites travelers to look beyond the headlines, embrace the valley’s hospitality, and contribute to its economic revival. Whether it’s a shikara ride on Dal Lake, a trek through the meadows of Gulmarg, or a stroll through Srinagar’s vibrant markets, Chalo Kashmir & Kashmir Calling promises experiences that are as safe as they are unforgettable.
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The Impact of the Pahalgam Attack on Kashmir’s Tourism
A Paradise Under Siege
On April 22, 2025, the serene town of Pahalgam—a haven for nature lovers and adventure seekers—was struck by a devastating terror attack. The loss of 26 lives sent shockwaves through the region, shattering the sense of security that had been painstakingly rebuilt over years of progress. Pahalgam, known for its lush valleys, gushing rivers, and Bollywood-worthy landscapes, became a symbol of loss overnight.
The immediate aftermath was stark. Tourists canceled bookings en masse, and the once-bustling streets of Srinagar, Gulmarg, and Sonmarg fell quiet. Airlines, including Air India Express and IndiGo, suspended services to Srinagar due to plummeting demand. By May 7, 2025, Srinagar airport joined 32 others across India in temporary closure, further isolating the region. The ripple effects were felt far beyond the tourism sector, impacting local artisans, shikara operators, hotel staff, and daily wage earners who rely on visitors for their livelihood.
Economic and Social Fallout
Tourism is the lifeblood of Jammu & Kashmir, contributing significantly to the region’s economy. In 2024, the region welcomed a record-breaking 2.36 crore tourists, including 65,452 international visitors, 5.12 lakh Amarnath pilgrims, and 94.56 lakh devotees to Mata Vaishno Devi. Daily tourist arrivals averaged 9,500, a fivefold increase from 2021, underscoring Kashmir’s growing popularity.
The Pahalgam attack reversed these gains almost overnight. Hotels reported occupancy rates dropping to single digits, and local businesses faced unprecedented financial strain. Artisans who craft Pashmina shawls, Kashmiri carpets, and papier-mâché souvenirs saw their markets shrink. For many families, the loss of tourism revenue meant struggling to afford basic necessities.
The emotional toll was equally profound. Kashmiris, known for their warmth and hospitality, felt disheartened as their homeland was once again associated with fear rather than beauty. The attack threatened not just livelihoods but also the region’s hard-earned reputation as a safe and welcoming destination.
A Call for Revival
The decline in tourism highlighted the urgent need for a coordinated response. The Chalo Kashmir & Kashmir Calling campaign emerged as a beacon of hope, aiming to reverse the downturn and restore the valley’s status as India’s premier travel destination. By addressing safety concerns, promoting cultural richness, and offering attractive travel packages, the campaign seeks to rebuild trust and bring visitors back to Kashmir’s embrace.
Chalo Kashmir & Kashmir Calling —A Collective Call to Action
The Genesis of Chalo Kashmir & Kashmir Calling
The Chalo Kashmir & Kashmir Calling campaign was born out of necessity and optimism. Spearheaded by TAAI, the initiative unites over 2,400 travel companies across India in a shared mission to revive tourism in Jammu & Kashmir. The campaign’s objectives are clear:
- Reassure Travelers: Communicate that Kashmir is safe, with enhanced security measures in place.
- Celebrate the Valley’s Beauty: Highlight the region’s stunning landscapes, from snow-draped mountains to serene lakes.
- Support Local Communities: Boost the economy by encouraging domestic and international tourism.
- Counter Negative Perceptions: Shift the narrative from fear to hope, showcasing Kashmir’s resilience and hospitality.
The campaign is a rallying cry for travelers to rediscover Kashmir not just as a destination but as a symbol of unity and revival. It emphasizes that tourism is a powerful tool for healing, fostering peace, and supporting the region’s economic recovery.
Also Read | ‘Kashmir is Calling’: Dal Lake to Pahalgam Road Show Sends a Powerful Message of Peace & Welcome
Strategies to Revive Tourism
The Chalo Kashmir & Kashmir Calling campaign employs a multifaceted approach to achieve its goals:
- Safety Assurances: Working with local authorities, the campaign promotes enhanced security protocols, including increased checkpoints, surveillance, and tourist police in key areas like Srinagar, Gulmarg, and Pahalgam.
- Promotional Packages: Travel agencies, including JKL Travels, have introduced discounted packages to make Kashmir accessible to a wide range of travelers, from budget adventurers to luxury seekers.
- Airline Collaborations: Airlines are offering promotional fares and flexible booking options to encourage travel to Srinagar and other parts of Jammu & Kashmir.
- Influencer Engagement: Social media influencers and travel bloggers are sharing real-time experiences, showcasing Kashmir’s beauty and safety to inspire confidence among potential visitors.
- Community Events: Roadshows, cultural festivals, and local engagement initiatives highlight Kashmir’s hospitality and cultural heritage, inviting travelers to experience the valley firsthand.
These strategies are designed to create a virtuous cycle: increased tourism leads to economic recovery, which in turn fosters stability and further encourages visitors.
A Message of Resilience
The Chalo Kashmir & Kashmir Calling campaign is more than a marketing effort—it’s a movement that celebrates the resilience of Kashmir’s people. Despite challenges, the valley’s spirit remains unbroken. From the shikara wallahs of Dal Lake to the apple orchard farmers of Sopore, Kashmiris are eager to welcome guests and share their homeland’s treasures. The campaign invites travelers to be part of this story of revival, to witness a region rising above adversity with grace and determination.
JKL Travels—Leading the Way in Kashmir’s Tourism Revival
A Trusted Partner in Exploration
At the forefront of the Chalo Kashmir & Kashmir Calling campaign is JKL Travels, a leading travel consultant with over a decade of experience in curating unforgettable journeys to Jammu & Kashmir. Known for its personalized approach, JKL Travels combines expertise, local knowledge, and a passion for showcasing Kashmir’s beauty to create experiences that resonate with travelers.
JKL Travels understands that every visitor is unique, whether they’re seeking adventure, relaxation, or cultural immersion. Their meticulously designed packages cater to diverse interests, ensuring that each journey is both safe and enriching. By partnering with local communities, hotels, and transport providers, JKL Travels ensures that travelers experience the authentic heart of Kashmir while contributing to the region’s economic revival.
Exclusive Chalo Kashmir & Kashmir Calling Packages
JKL Travels offers a range of packages under the Chalo Kashmir & Kashmir Calling banner, each crafted to showcase the valley’s diverse attractions. Here are two flagship offerings:
Kashmir Chalo – 04 Nights & 05 Days
This package is perfect for those seeking a concise yet immersive introduction to Kashmir’s highlights. Priced affordably, it covers:
- Srinagar: A shikara ride on Dal Lake, visits to Mughal gardens like Shalimar Bagh and Nishat Bagh, and exploration of the old city’s bustling markets.
- Gulmarg: A day trip to this winter sports paradise, featuring cable car rides to Apharwat Peak and opportunities for skiing or snowboarding in season.
- Pahalgam: A journey through the Lidder Valley, with visits to Betaab Valley, Aru Valley, and Chandanwari, offering stunning views and serene landscapes.
Itinerary Highlights:
- Day 01: Arrival in Srinagar, shikara ride, and overnight stay in a houseboat.
- Day 02: Explore Srinagar’s Mughal gardens and local markets.
- Day 03: Day trip to Gulmarg for adventure and scenic beauty.
- Day 04: Discover Pahalgam’s valleys and natural wonders.
- Day 05: Departure from Srinagar.
This package is ideal for first-time visitors or those with limited time, offering a perfect blend of culture, nature, and adventure.
Paradise Kashmir – 10 Nights & 11 Days
For travelers seeking a deeper exploration, this comprehensive package covers Kashmir’s iconic destinations and hidden gems:
- Srinagar: Extended stays with visits to Hazratbal Shrine, Shankaracharya Temple, and local handicraft markets.
- Gulmarg: Two days to enjoy skiing, snowboarding, or simply soaking in the alpine scenery.
- Sonmarg: A day trip to the “Meadow of Gold,” with opportunities for trekking and glacier visits.
- Pahalgam: Exploration of Lidder Valley, Betaab Valley, and horse rides to Baisaran Meadows.
- Yousmarg: A lesser-known gem, offering tranquil meadows and off-the-beaten-path experiences.
Itinerary Highlights:
- Days 01-03: Srinagar, with houseboat stays, shikara rides, and cultural tours.
- Days 04-05: Gulmarg, including adventure activities and scenic walks.
- Days 06-07: Sonmarg, with treks to Thajiwas Glacier and local exploration.
- Days 08-09: Pahalgam, with visits to Betaab Valley and Aru Valley.
- Day 10: Yousmarg for a serene escape.
- Day 11: Departure.
This package is designed for those who want to immerse themselves fully in Kashmir’s beauty, culture, and adventure.
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Why Choose JKL Travels?
- Local Expertise: JKL Travels works closely with local guides and communities to offer authentic experiences.
- Safety First: All packages include travel insurance, 24/7 support, and adherence to enhanced security protocols.
- Customizable Options: Tailor your itinerary to include specific activities, such as trekking, photography tours, or cultural workshops.
- Sustainability Focus: JKL Travels supports local businesses, ensuring that tourism benefits the communities of Kashmir.
By choosing JKL Travels, you’re not just booking a trip—you’re supporting a region’s revival and creating memories that last a lifetime.
Strengthening Safety Measures for Travelers
Rebuilding Trust Through Security
The Chalo Kashmir campaign places safety at its core, recognizing that traveler confidence is paramount to tourism revival. In collaboration with local authorities, the Jammu & Kashmir government, and the travel industry, several measures have been implemented to ensure a secure experience for visitors:
- Enhanced Security Protocols:
- Increased police presence and checkpoints in tourist areas like Srinagar, Gulmarg, Pahalgam, and Sonmarg.
- Advanced surveillance systems, including CCTV and drone monitoring, in key destinations.
- Dedicated tourist police units to assist visitors and address concerns promptly.
- Collaboration with Airlines:
- Airlines are offering flexible booking policies, allowing travelers to reschedule or cancel without penalties.
- Promotional fares to Srinagar and Jammu make travel more accessible, encouraging visitors to return.
- Real-Time Updates:
- Travel agencies and influencers share live updates on social media, showcasing safe and vibrant tourist experiences.
- Official tourism websites provide regular safety advisories and destination updates.
- Community Engagement:
- Local communities are trained to assist tourists, creating a welcoming and secure environment.
- Emergency helplines and 24/7 support are available for travelers.
These measures are designed to address concerns raised by the Pahalgam attack and reassure visitors that Kashmir is a safe destination. The government and travel industry are working hand in hand to ensure that every journey is secure, seamless, and memorable.
Also Read | Chalo Kashmir’ Travel Initiative Gains Momentum: Kolkata Agencies Lead the Way
Traveler Tips for a Safe Journey
To make the most of your Chalo Kashmir & Kashmir Calling experience, consider these practical tips:
- Stay Informed: Check travel advisories and updates from official sources before planning your trip.
- Book with Reputable Agencies: Choose trusted partners like JKL Travels for curated, safe itineraries.
- Respect Local Guidelines: Follow security protocols and respect local customs to ensure a smooth experience.
- Travel Insurance: Opt for comprehensive travel insurance to cover unexpected events.
- Stay Connected: Share your itinerary with family or friends and keep emergency contacts handy.
By combining robust security measures with practical precautions, the Chalo Kashmir & Kashmir Calling campaign ensures that travelers can explore the valley with confidence and peace of mind.
Community Engagement and Cultural Showcases
The ‘Kashmir is Calling’ Roadshow
One of the most inspiring elements of the Chalo Kashmir & Kashmir Calling campaign was the ‘Kashmir is Calling’ roadshow, a symbolic journey from Dal Lake to Anantnag. Held in the weeks following the Pahalgam attack, the roadshow was a powerful display of Kashmir’s resilience and hospitality.
As the convoy wound through the picturesque towns of Anantnag, Bijbehara, and Mattan, locals lined the roads, waving to participants and offering traditional snacks like kahwa (Kashmiri tea) and freshly baked naan. The event was more than a promotional activity—it was a celebration of Kashmir’s spirit, showcasing the warmth and generosity that define the region.
The roadshow also highlighted Kashmir’s cultural richness. Performances of traditional Rouf and Ladishah dances, displays of local handicrafts, and storytelling sessions brought the valley’s heritage to life. For travelers, these events offer a glimpse into the soul of Kashmir, where every smile and gesture reflects centuries of tradition and resilience.
Celebrating Kashmir’s Cultural Heritage
Kashmir’s cultural tapestry is woven with vibrant threads of music, art, cuisine, and festivals. The Chalo Kashmir & Kashmir Calling campaign leverages these elements to attract visitors and foster a deeper connection with the region:
- Music and Dance: From the soulful Sufi melodies of qawwali to the rhythmic Rouf dance performed during harvest festivals, Kashmir’s performing arts are a window into its soul.
- Handicrafts: The valley is renowned for its Pashmina shawls, intricately woven carpets, and delicate papier-mâché work. Visitors can explore local markets like Polo View in Srinagar to witness artisans at work.
- Cuisine: Kashmiri cuisine, with its rich flavors of wazwan, rogan josh, and dum aloo, is a highlight of any visit. The campaign encourages travelers to dine at local eateries and houseboats for an authentic culinary experience.
- Festivals: Events like the Tulip Festival in Srinagar’s Indira Gandhi Memorial Tulip Garden and the Shikara Festival on Dal Lake showcase Kashmir’s vibrant traditions.
By engaging with these cultural elements, travelers not only enrich their own experiences but also support local artisans, performers, and businesses, contributing to the region’s economic revival.
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Nationwide Support and Collaborative Efforts
A Unified National Response
The Chalo Kashmir & Kashmir Calling campaign has sparked a nationwide movement to support Jammu & Kashmir’s tourism revival. From travel associations to government leaders, stakeholders across India are rallying behind the initiative:
- Kolkata’s Travel Sector: Over 100 travel companies in Kolkata have joined the campaign, promoting Kashmir as a safe and welcoming destination. Their efforts include hosting webinars, creating promotional content, and offering special packages to attract travelers.
- Government Backing: Prime Minister Narendra Modi personally chaired a high-level meeting to review tourism recovery efforts post the Pahalgam attack. The government has pledged support for infrastructure upgrades, security enhancements, and promotional campaigns to boost tourist arrivals.
- Airline and Hospitality Industry: Major airlines and hotel chains are offering discounts and flexible policies to make Kashmir more accessible. This includes partnerships with travel agencies to create all-inclusive packages that prioritize safety and affordability.
These collaborative efforts underscore the national commitment to restoring Kashmir’s status as a global tourism hub. By working together, stakeholders are ensuring that the valley’s beauty and hospitality shine brighter than ever.
The Role of Influencers and Media
Social media influencers, travel bloggers, and media outlets play a pivotal role in the Chalo Kashmir & Kashmir Calling campaign. By sharing stunning visuals of Kashmir’s landscapes, real-time updates on safety, and personal stories of their travels, influencers are helping to reshape perceptions of the region. Posts on platforms like X highlight everything from serene shikara rides to adrenaline-pumping treks in Sonmarg, inspiring a new generation of travelers to visit Kashmir.
Media outlets, including The Times of India, have also amplified the campaign’s message, reporting on its progress and the positive impact of tourism on local communities. These stories serve as a reminder that every visitor to Kashmir contributes to a larger narrative of hope and revival.
Also Read | ‘Kashmir is Calling’: Regional & International Efforts Ignite Tourism Renaissance
Bottom-Line: Answering the Call of Chalo Kashmir & Kashmir Calling
The Chalo Kashmir & Kashmir Calling campaign is a powerful testament to the resilience, unity, and beauty of Jammu & Kashmir. It invites travelers to look beyond the challenges of the past and embrace a region that has captivated hearts for centuries. From the tranquil waters of Dal Lake to the majestic peaks of Gulmarg, Kashmir offers experiences that are as diverse as they are unforgettable.
By choosing to travel with trusted partners like JKL Travels, you’re not just embarking on a journey—you’re becoming part of a movement. You’re supporting local communities, celebrating Kashmir’s rich culture, and contributing to its economic revival. The Chalo Kashmir & Kashmir Calling campaign is a call to rediscover paradise, to witness the valley’s enduring spirit, and to create memories that will last a lifetime.
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Join the Movement
Answer the call of Chalo Kashmir & Kashmir Calling and embark on a journey that celebrates resilience, beauty, and hope. Book your trip today with JKL Travels and be part of Kashmir’s revival story.
