Srinagar, April 29, 2025 – Bollywood actor Atul Kulkarni is spearheading the ‘Chalo Kashmir’ campaign, passionately inviting tourists to embrace the Kashmir Valley’s breathtaking beauty despite recent challenges. Welcomed with warm smiles by Kashmiri locals, Kulkarni’s visit to Srinagar and Pahalgam aims to restore confidence in the region’s tourism, shaken by a tragic terror attack on April 22, 2025, in Pahalgam’s Baisaran meadow that claimed 26 lives. His spirited advocacy is reigniting hope and celebrating Kashmir’s enduring charm.
Kulkarni, celebrated for roles in Chandni Bar and Hey Ram, arrived in Srinagar on April 27, driven by a mission to counter fear and support Kashmir’s tourism-dependent economy. Moved by a 90% drop in tourist bookings post-attack, he declared, “Kashmir belongs to all of us. We must keep coming.” Speaking to locals and media, he emphasised Kashmiriyat—the Valley’s spirit of unity—and urged Indians to defy terror with travel. Kashmir, often called “Paradise on Earth,” welcomed 26 lakh tourists in 2024, fuelled by its lush valleys, serene Dal Lake, and vibrant culture. The recent attack, however, disrupted this momentum, leaving shikara operators, hoteliers, and guides in distress. Kulkarni’s campaign seeks to reverse the tide. In Pahalgam, he mingled with tourists from Kerala, savouring Kashmiri kahwa, and took a shikara ride on Dal Lake, showcasing the region’s scenic splendour.
Locals have embraced Kulkarni’s efforts with open hearts. “His presence reassures us and tourists that Kashmir is safe,” said Rafiq Ahmad, a Srinagar shopkeeper. Visitors echoed this, with a Mumbai family noting, “The hospitality here makes you forget any fear.” Posts on X reflect the enthusiasm, with phrases like “Chalo Kashmir, let’s heal the Valley” trending. Kulkarni’s campaign aligns with efforts by tourism boards and other celebrities to promote Kashmir’s snow-capped peaks, apple orchards, and cultural heritage.
Security remains a concern following the attack, linked to The Resistance Front. Authorities have ramped up patrols and surveillance to ensure safety, with Chief Minister Omar Abdullah vowing to protect Kashmir’s tourism legacy. Kulkarni, undaunted, stressed resilience: “Stopping our visits would weaken the bond we share with Kashmir. Let’s strengthen it instead.”
From sharing meals with locals to browsing Srinagar’s bustling markets, Kulkarni’s interactions highlight Kashmir’s welcoming spirit. His call to action—“Chalo Kashmir, let’s rediscover paradise”—is inspiring travelers to explore the Valley’s majestic landscapes and vibrant traditions, proving that love for Kashmir can triumph over fear.
