Srinagar, Nov 12 (KNS): The Travel Agents Association of Kashmir (TAAK) on Thursday urged the Jammu and Kashmir and Central governments to intensify tourism promotion campaigns across major Indian cities to attract visitors to the Valley during the winter season, expressing concern over a decline in tourist arrivals and slower-than-expected bookings.

In a statement issued to Kashmir News Service (KNS), TAAK President Farooq A Kuthoo said that although the Tourism Department continues to participate in major travel marts across the country, dedicated promotional campaigns and roadshows in key tourism markets have been lacking in recent years.

He said such promotional activities, previously organised by the Tourism Department in collaboration with local tourism stakeholders, had played an important role in showcasing Kashmir's tourism potential and attracting visitors from different parts of the country.

“During Diwali, Kashmir would traditionally witness a good tourist rush. However, both last year and this year have seen a significant decline in tourist arrivals during this period. Even the bookings for the upcoming Christmas and New Year holidays, as well as the overall winter season, are not picking up at the expected pace,” Kuthoo said.

He said the situation was a matter of concern for the tourism industry, particularly for thousands of people whose livelihoods depend directly or indirectly on tourist arrivals.Click Here To Follow Our WhatsApp Channel

The TAAK president urged the government to launch promotional campaigns, roadshows and destination-specific marketing activities in major cities to generate demand for winter tourism in Kashmir.

He said participation in travel marts alone was not sufficient and stressed the need for sustained promotional outreach through destination presentations, business-to-business meetings and targeted marketing campaigns.

“Tourism is one of the key drivers of Jammu and Kashmir's economy. Its benefits extend far beyond the tourism industry, supporting allied sectors such as handicrafts, horticulture, agriculture, transport and other small businesses. A healthy tourist inflow directly contributes to the livelihood of thousands of people,” he said.

Kuthoo urged the Lieutenant Governor's administration and the Chief Minister's Office to take up the matter on priority and initiate an extensive winter tourism promotion campaign across major tourist source markets in India.

He also called for closer coordination between the government, tourism stakeholders and industry associations to strengthen marketing efforts and restore tourist confidence in Kashmir as a preferred winter destination. (KNS)