Launches tourism revival drive
By: Rehan Qayoom Mir
Srinagar, Jun 14: The Travel Agents Federation of India (TAFI) on Saturday assured its full support to Kashmir’s tourism sector, saying it is crucial for the national travel bodies to stand with the Valley and project it as a safe and vibrant destination.
Addressing a joint press conference in Srinagar, TAFI National President, Ajay Prakash, said that the delegation’s visit is aimed at reassuring people across India that Kashmir is open, safe and ready to welcome visitors.
“We have different chapters across India, and all chapter Chairmen and committee members are here. The aim is to extend full support to tourism, which is Kashmir’s lifeline. There is no place comparable to this,” Prakash said.
Pertinently, the press conference was part of a larger outreach initiative following the terror incident in Pahalgam, which led to a decline in tourist arrivals.
“The incident has left people scared, but we are here to give a strong message. Through our chapters, clients and agents across India, we will spread the word that Kashmir is open, safe and beautiful,” he said.
Ajay further said that Kashmir had witnessed a tourism boom until recently, and efforts are being made to bring back that momentum. “To get back to that level, support is needed from airlines, hoteliers and travel operators across the country,” he said.
He said TAFI is already in touch with airlines and hotel groups to ensure that travel and accommodation rates remain affordable for visitors.
Terming any boycott calls against Kashmir as “foolish,” Prakash said they are here to say that they stand with Kashmir and will support Kashmiri brothers to the fullest. “Things will return to better than before,” he said.
Notably, as a gesture of solidarity, TAFI has decided that its members will include the Jammu and Kashmir Tourism logo and slogans like “Dil Se Kashmir” and “Jannat Phir Khuli Hai” in their email signatures to promote the Valley as a prime travel destination.
Meanwhile, the delegation also visited several tourism stakeholders in the Valley, including hoteliers, travel agents and officials from the tourism department and expressed hope that the message of Kashmir’s hospitality and beauty would be carried nationwide. (KNO)
Sonamarg records surge in local visitors
By: Raja Syed Rather
Amid the intense heatwave in Jammu and Kashmir, the residents from various districts of the Valley are seeking relief at Sonamarg, thus increasing the flow of visitors to the picturesque place.
The tourist hotspot Sonamarg, nestled in Ganderbal district, has witnessed a significant rush of local visitors in recent days, as people flee the rising temperatures in the plains, particularly in summer capital Srinagar.
With mercury levels soaring to around 30°C in Srinagar, families, youth groups and even schoolchildren made their way to Sonamarg and other nearby cool destinations.
The banks of the Sindh stream became a hub of activity, with people setting up tents, dipping into the refreshing waters, and enjoying the crisp mountain air.
“This weather is unbearable in Srinagar right now. We couldn’t sit inside the house, so we came here to spend a day. The breeze and water make it much more comfortable,” said a visitor from Srinagar.
The influx of visitors has also led to a temporary boom for small vendors and shopkeepers in the area, who are catering to the growing needs of tourists.
However, authorities and locals alike have urged visitors to maintain cleanliness and avoid littering, to preserve the natural beauty of the region.
With the heatwave expected to persist, more people are expected to continue seeking relief in Kashmir’s cooler retreats, with Sonamarg remaining one of the top choices for those looking to escape the scorching heat. (KNO)
