TAAI Launches ‘Rally for The Valley’ to Boost Tourism in Jammu & Kashmir
In a powerful display of unity and vision, the Travel Agents Association of India (TAAI) launched the Rally for the Valley in Srinagar from 10th to 12th June 2025. With over 75 delegates from across the country and more than 100 members from the J&K Chapter participating, the initiative made a profound impact across the state, symbolising hope, resilience, and revival.
TAAI announced that the rally marks just the beginning of a broader, strategic campaign to revitalise tourism in Jammu & Kashmir. A special launch event was held, graced by Hon’ble Chief Minister Omar Abdullah as the chief guest, accompanied by a high-profile press meet and a managing committee meeting hosted at the Radisson Collection in Srinagar.
Chief Minister Omar Abdullah praised TAAI for its timely and courageous initiative. Drawing from recent experiences, he reflected on how tourism in J&K had been severely affected, leading to “vacant seats and vacant rooms.” He underscored the importance of standing by J&K not only in times of celebration but especially during hardship. “This gesture by TAAI is heartening and much needed,” he remarked, expressing his gratitude to the association.
TAAI President Sunil Kumar, addressing a packed gathering, reiterated the association’s unwavering commitment to J&K’s tourism revival. Representing 2,000+ member companies across 20 regions and chapters of India, he emphasised that no crisis, no matter how challenging, should be allowed to disrupt tourism or livelihoods. “This is a big step forward,” he declared, “and our motto is clear: No chaotic act can stop tourism.”
In recognition of his exemplary leadership, TAAI honoured Omar Abdullah with the Award of Leadership for his unwavering efforts in guiding J&K through crisis towards recovery. The event also welcomed the Hon’ble Advisor to the Chief Minister, three MLAs, senior hoteliers, and leaders from various tourism associations—each pledging their support for the cause.
Over the three days, TAAI delegates explored iconic sites such as Lal Chowk, Dal Lake (with a Shikara ride), the Mughal Gardens, Hazratbal Shrine, and Pahalgam. Many extended their visits to Gulmarg and Sonmarg, reinforcing the message that J&K is safe, vibrant, and ready to welcome travellers.
TAAI’s rallying cry—Rally for The Valley—is more than just a slogan. It’s a clarion call to the entire Indian travel fraternity to unite for a common purpose. President Sunil Kumar noted that the TAAI J&K Chapter will continue to assist other associations in promoting the region, with an ambitious vision to inspire one million travellers to rediscover the valley’s beauty.
TAAI will soon unveil an aggressive roadmap to fast-track tourism revival in J&K, collaborating closely with stakeholders to ensure growth that is sustainable, inclusive, and resilient.
