In a powerful display of solidarity and commitment, the Travel Agents Association of India (TAAI) launched its impactful “Rally for the Valley” initiative in Srinagar from June 10th to 12th, 2025. This strategic three-day event, widely applauded by the industry and political leaders alike, marks a significant step towards revitalizing tourism in Jammu & Kashmir.
The rally commenced with a special launch event attended by the Hon’ble Chief Minister, Shri Omar Abdullah, as the Chief Guest. A mega press conference and a special Managing Committee Meeting were also held in Srinagar, underscoring the gravity and strategic intent behind TAAI’s mission. Over 75 delegates from across India joined more than 100 members of the TAAI J&K Chapter, creating a visible and united front throughout the region.
TAAI’s message is unequivocal: tourism is a resilient force that sustains livelihoods, and no disruption can halt its progress. “Let’s go to J&K” is their resounding call, encouraging travelers to return to the picturesque state.
Addressing a packed house at the Radisson Collection, TAAI President Sunil Kumar, representing over 2,000 member companies, affirmed that the entire TAAI team across its 20 regions and chapters is fully mobilized to overcome the current challenges and facilitate the revival of tourism in J&K. President Kumar commended the proactive efforts of regional and chapter teams, anticipating a strong performance in the coming months. He highlighted TAAI’s past commitment, recalling how a convention held in Srinagar during challenging times in 2018, with a large delegation of industry leaders, significantly contributed to tourism recovery then. He reiterated TAAI’s ongoing responsibility to support J&K during this trying period.
Chief Minister Shri Omar Abdullah delivered a poignant address, eloquently describing how J&K’s impressive growth trajectory had been abruptly halted, leading to “vacant seats and vacant rooms” and threatening local livelihoods. He movingly noted that true friends appear not just in times of celebration, but especially in times of adversity. He extended his heartfelt gratitude to TAAI for their timely and invaluable gesture. In recognition of his exceptional and determined leadership in helping J&K rebound, TAAI presented Chief Minister Abdullah with the prestigious Award of Leadership.
The event garnered widespread support, with the Hon’ble Advisor to the Chief Minister, three members of the Legislative Assembly, numerous hoteliers, and heads of various travel and tourism associations joining to pledge their backing.
During their three-day campaign, TAAI delegates explored iconic locations such as the historic Lal Chowk, enjoyed Shikara rides on Dal Lake, visited Mughal Gardens, and experienced the serenity of Hazratbal Shrine and Pahalgam. Several delegates also extended their visits to Gulmarg and Sonmarg to further promote these key destinations.
TAAI has issued a clarion call to all Indian travel and tourism associations to join forces in supporting J&K’s tourism revival. The “Rally for the Valley” slogan, coined by TAAI to inspire travelers, aims to serve a profound cause. President Kumar assured that TAAI J&K Chapter members would provide assistance and guidance to associations in their promotional efforts, with a collective goal of attracting a million travelers to J&K. TAAI has outlined an impressive and aggressive strategy which will be unveiled soon, solidifying its commitment to breathing new life into J&K tourism.
