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The recent Pahalgam terror attack, which tragically claimed the lives of 25 tourists, has sent ripples of concern throughout the tourism industry in Jammu and Kashmir. In response to this unfortunate incident, a concerted effort is underway, spearheaded by Bollywood celebrities, tour operators from across the country, and the Ministry of External Affairs (MEA), to restore confidence and encourage tourists to return to the region. The attack, which understandably instilled fear and uncertainty, led to a significant drop in bookings, with reports indicating an 80% cancellation rate in the immediate aftermath. This downturn has prompted stakeholders to take decisive action to mitigate the damage and revitalize the tourism sector, which is a crucial component of the region's economy and a symbol of normalcy. The MEA's involvement highlights the seriousness with which the government is treating the situation. Recognizing the adverse impact that travel advisories issued by various countries can have on tourism, the Ministry has been actively engaging with foreign envoys, urging them to reconsider these advisories and acknowledge the efforts being made to ensure the safety and security of tourists. Foreign Secretary Vikram Misri, in a special briefing for approximately 20 envoys, specifically requested that countries that had issued travel advisories, including the U.S., the U.K., Australia, and Canada, take them down. He emphasized the potential economic consequences of continued travel restrictions, highlighting the dependence of the local population on tourism-related activities. The J&K government and the central government are also collaborating on joint campaigns aimed at promoting Kashmir as a safe and attractive tourist destination. This collaborative approach underscores the shared commitment to restoring normalcy and showcasing the region's natural beauty and cultural richness. Tourism has been a key focus of the government since the abrogation of Article 370, serving as a visible indicator of progress and stability in the region. The record-breaking 2.6 million tourists who visited Kashmir in 2024, coupled with the promotion of new tourism destinations, reflects the positive strides that have been made in recent years. The terror attack, however, represents a setback to these efforts, necessitating a renewed and intensified focus on security and confidence-building measures.
Bollywood's involvement in this initiative is particularly significant, as the industry wields considerable influence and can effectively shape public perception. Actors Atul Kulkarni and Sunil Shetty have emerged as prominent voices, urging people not to cancel their trips to Kashmir and emphasizing the importance of defying terrorism through tourism. Kulkarni, who personally visited Kashmir and took a shikara ride on Dal Lake, conveyed a powerful message, stating that a handful of terrorists cannot intimidate 1.4 billion Indians. He framed tourism as a weapon against terrorism, encouraging people to visit Kashmir, interact with the locals, and experience the region firsthand. He also cautioned against relying on negative messages circulating on social media, advocating for love and understanding as a means of overcoming fear and prejudice. Shetty echoed Kulkarni's sentiments, declaring his intention to take his next holiday in Kashmir and urging others to do the same. He emphasized the importance of standing firm against terrorism and conveying a message of resilience and determination. These endorsements from prominent Bollywood figures are expected to resonate with a wide audience and help to counter the negative narratives that have emerged in the wake of the attack. The Kashmir Hotel Association (KHA), representing hoteliers in the Valley, acknowledged the significant impact of the terror attack on the tourism industry. Chairman Mushtaq Chaya reported an 80% cancellation rate but expressed optimism about a swift recovery, citing the support received from tour and travel companies. Satish Vaishya, head of Puja Holiday Mumbai, announced the launch of the 'Love Kashmir, Promote Kashmir' campaign, further demonstrating the commitment of the tourism industry to revitalizing the region. These initiatives are designed to attract tourists back to Kashmir by showcasing its beauty, hospitality, and cultural heritage.
The J&K government is also actively engaged in efforts to reassure tourism stakeholders and collaborate with the Bollywood film industry. Senior National Conference (NC) leader Tanvir Sadiq, a close aide of Chief Minister Omar Abdullah, stated that the government is exploring various avenues to support the tourism sector and emphasize that it should not be held hostage by a single incident. He highlighted the strong opposition to terrorism and violence among the local population as a positive message for potential tourists. Sadiq emphasized the unity between the local government and the central government in their commitment to reviving tourism in Kashmir. He pointed to Chief Minister Omar Abdullah's efforts to convene an all-party meeting, a tourism stakeholders' conference, and a special J&K assembly session as a demonstration of the region's determination to overcome the challenges posed by terrorism. The Ministry of Home Affairs (MHA) has also extended support to the J&K government, ensuring the safety and security of Kashmiri students and traders residing outside the region. The MHA facilitated meetings between J&K Cabinet Ministers and Chief Ministers of BJP-run states to foster confidence among students studying outside J&K. These measures are aimed at addressing concerns about potential discrimination or harassment in the aftermath of the attack. In conclusion, the concerted efforts of Bollywood celebrities, tour operators, the MEA, and the J&K government reflect a strong determination to revive tourism in Kashmir following the Pahalgam terror attack. By promoting the region's natural beauty, cultural richness, and hospitality, while also addressing security concerns and fostering confidence among potential visitors, stakeholders hope to restore normalcy and ensure the long-term sustainability of the tourism sector.
Source: Bollywood chips in to urge tourists back to Kashmir, MEA appeals for travel advisories to be dropped