The Travel Agents Association of Kashmir (TAAK) has urged the Jammu & Kashmir administration and the Central Government to intensify tourism promotion campaigns across major Indian cities to boost tourist arrivals in Kashmir during the ongoing winter season.
TAAK President Farooq A. Kuthoo said that while the Tourism Department continues to participate in major travel marts across the country, dedicated promotional campaigns and roadshows in key source markets have been lacking in recent years.
He noted that roadshows and destination promotions organised earlier in collaboration with local tourism stakeholders had played an important role in showcasing Kashmir’s tourism offerings and generating visitor interest across India.
Highlighting the slowdown in tourist arrivals, Kuthoo said Kashmir had traditionally witnessed a healthy tourist influx during Diwali. However, arrivals during the festive period have declined over the past two years, while advance bookings for Christmas, New Year and the wider winter holiday season remain below expectations.
“This is a matter of concern for the tourism industry, particularly for the thousands of people whose livelihoods depend on tourism,” he said.
Kuthoo stressed that participation in travel marts alone would not be sufficient to generate demand, emphasising the need for sustained promotional outreach through destination roadshows, presentations, B2B meetings and targeted marketing campaigns in major domestic markets.
He also underlined tourism’s wider economic significance for Jammu & Kashmir, pointing out that tourist spending supports several allied sectors, including handicrafts, horticulture, agriculture, transport and small businesses.
The association has urged the Lieutenant Governor’s administration and the Chief Minister’s Office to take up the issue on priority and launch an extensive winter tourism promotion campaign in collaboration with local tourism stakeholders and industry associations.
Kuthoo said coordinated marketing initiatives would be crucial to restoring traveller confidence and reinforcing Kashmir’s positioning as a preferred winter holiday destination.