Kashmir tourism to launch 50% discount campaign to revive sector post-Pahalgam attack

Srinagar: In a bold confidence-building measure following the deadly April 22 terror attack in Pahalgam, which claimed the lives of 26 people—mostly tourists—the Kashmir tourism industry is set to launch a four-day high-profile promotional event, the ‘Fame Tour’, starting May 27.

As a major highlight, tourism stakeholders have announced a 50 per cent discount on packages to lure back visitors and revive the sector that saw a 90 per cent booking cancellation in the aftermath of the terror attack.

The initiative, spearheaded by tourism stakeholders in collaboration with the Tourism Department, aims to project normalcy and rebuild confidence among domestic tourists. National tour operators, top hoteliers, and major national media outlets have been invited to witness firsthand the safety, hospitality, and beauty of Kashmir’s iconic destinations.

General Secretary of the J&K Hoteliers Club, Tariq Ghani, said the event will begin on May 27 and conclude on May 30, with participants visiting Pahalgam, Srinagar, Sonamarg, and Gulmarg. The tour kicks off directly from Srinagar Airport to Pahalgam, where the delegation will interact with local hoteliers, ponywalas, and residents to assess the ground reality and dispel fears around safety.

“This is a united effort to counter the narrative of fear,” said Ghani. “We are not just showcasing our destinations, but also announcing a massive 50 per cent discount in travel packages to ensure that our three lakh tourism-dependent workers are not pushed into financial distress.”

The ‘Fame Tour’ is being organised under the chairmanship of senior tourism entrepreneur Mushtaq Ahmad Chaya, head of the J&K Hoteliers Club. The event will also serve as a platform for deliberations, where suggestions and feedback from national stakeholders will be gathered.

“We will be announcing a 50 per cent discount in the packages to ensure that our three lakh employees, who have been affected due to the slump in tourism activities, will not suffer,” Chaya said.

In a significant political signal, former Chief Minister Omar Abdullah has also been invited to interact with the visiting delegation, media, and stakeholders.

Ghani added that tourism players, including hoteliers, houseboat owners, transporters, and tour operators, will also extend a warm welcome to pilgrims of the upcoming Shri Amarnath Ji Yatra – 2025, reinforcing the Valley’s long-standing tradition of hospitality and religious coexistence.

With the stakes high and livelihoods hanging in the balance, the ‘Fame Tour’ is being seen as a crucial test of the Valley’s resilience—and a message to the rest of India that Kashmir remains open, welcoming, and breathtakingly beautiful.