Kashmir Tourism Launches 50% Discount to Rebuild Confidence After Pahalgam Attack

 A Bold Tourism Revival Move Following the April 22 Tragedy

In a strategic confidence-building move following the tragic Pahalgam terror attack on April 22, which claimed the lives of 26 people, the Kashmir tourism sector is launching a four-day promotional campaign, titled the ‘Fame Tour’, to rekindle traveller trust and bookings.

Beginning May 27, 2025, the campaign will include a massive 50% discount on travel packages. This is aimed at reversing the 90% cancellation rate witnessed across Kashmir’s tourism industry and providing relief to the nearly 3 lakh workers who rely on travel for their livelihood.

The ‘Fame Tour’: Showcasing Safety and Resilience

Organised in collaboration with the J&K Tourism Department, top hoteliers, and the J&K Hoteliers Club, the ‘Fame Tour’ will welcome national tour operators, media houses, and industry leaders to experience Kashmir firsthand and evaluate the region’s readiness to welcome tourists.

The itinerary covers key destinations including:

• Pahalgam

• Srinagar

• Sonamarg

• Gulmarg

The tour will begin directly from Srinagar Airport to Pahalgam, where delegates will interact with local hoteliers, ponywalas, and residents. The aim is to dispel fear and project ground-level normalcy.

Industry Voices Call for Unity and Support

“This is not just a promotional campaign—it’s a united pushback against fear and misinformation,” said Tariq Ghani, General Secretary of the J&K Hoteliers Club. “We’re doing this to protect our tourism economy and offer support to our workforce.”

Veteran tourism entrepreneur Mushtaq Ahmad Chaya, chairman of the J&K Hoteliers Club, added that this initiative is about economic recovery and national solidarity, noting that discounted packages are a lifeline for the Valley’s hospitality professionals.

The event will also feature dialogues with stakeholders and a special interaction with former Chief Minister Omar Abdullah, signalling cross-sector commitment to tourism revival.

Rebuilding Trust Through Hospitality and Collaboration

Travel industry insiders recognise this campaign as a critical moment to reaffirm Kashmir’s identity as a welcoming, safe, and vibrant travel destination.

Participating businesses will include:

• Hotels & Resorts

• Houseboat Operators

• Transport Services

• Tour Coordinators

These partners will also extend special welcome arrangements for the upcoming Shri Amarnath Ji Yatra 2025, underscoring the Valley’s ethos of religious harmony and hospitality.

What B2B Travel Agents Need to Know

If you’re a travel agent or consolidator, here’s why the ‘Fame Tour’ and discount campaign matter:

• Offer exclusive 50% off Kashmir tour packages to revive domestic group bookings

• Highlight safety assurance efforts to hesitant clients using credible, on-ground insights

• Engage with Kashmir’s tourism boards for preferred inventory access and visibility

• Support pilgrimage packages with bundled value offerings for Amarnath Yatra routes

This initiative is a timely opportunity to reintroduce Kashmir into your domestic portfolio, especially ahead of summer peaks.

A Turning Point for Kashmir Tourism

The Fame Tour marks more than just a marketing event—it’s a collective declaration of resilience. For the travel community, it represents an invitation to rebuild, rebook, and reimagine Kashmir not as a region in fear, but one that welcomes the world with open arms.

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