Srinagar, June 17, 2025 – Jammu and Kashmir Chief Minister Omar Abdullah met with a delegation from the Indian Association of Tour Operators (IATO) on Tuesday to discuss strategic measures to revitalise tourism in the Union Territory and position J&K as a premier travel destination. The interaction, held in Srinagar, focused on enhancing infrastructure, security, and accessibility to restore traveler confidence and boost the region’s tourism sector, a critical pillar of J&K’s economy. This initiative comes in the wake of the April 22, 2025, Pahalgam terror attack, which significantly impacted tourist footfalls, prompting collaborative efforts to rebuild J&K’s global appeal.
Key Highlights of the Interaction
The meeting with IATO, the apex body for inbound tour operators in India, underscored the J&K government’s commitment to tourism revival. Chief Minister Abdullah emphasised the need for a tourist-friendly environment, highlighting recent upgrades in infrastructure, such as improved connectivity via the Vande Bharat train to Srinagar and enhanced security measures. The IATO delegation, led by President Ravi Gosain, praised the administration’s efforts and urged its members to promote J&K as a safe and welcoming destination. The discussions also explored ways to leverage J&K’s natural beauty, cultural heritage, and iconic destinations like Srinagar, Gulmarg, and Pahalgam to attract both domestic and international tourists.
A post on the Chief Minister’s official X handle stated, “Chief Minister interacted with a delegation of the Indian Association of Tour Operators and discussed measures to boost tourism and promote J-K as a premier travel destination.” The IATO, in a press release, lauded the J&K government’s initiatives, noting, “The presence of dedicated tourism officers, trained police personnel, and round-the-clock support systems instills a sense of security and comfort for every traveller.”
Key Points of CM-IATO Interaction
| Aspect | Details |
|---|---|
| Date | June 17, 2025 |
| Location | Srinagar, Jammu and Kashmir |
| Participants | CM Omar Abdullah, IATO delegation led by President Ravi Gosain |
| Objective | Boost tourism, promote J&K as a premier travel destination |
| Key Focus Areas | Infrastructure upgrades, enhanced security, improved accessibility |
| IATO’s Appeal | Urged members to promote J&K as a safe and premier tourist destination |
Tourism Challenges and Recovery Efforts
J&K’s tourism sector, a vital economic driver, faced a severe setback following the Pahalgam terror attack on April 22, 2025, which claimed 26 lives and led to widespread cancellations and a decline in tourist arrivals. The attack, coupled with a brief military operation (Operation Sindoor, May 6–9, 2025), further disrupted tourism, particularly in key destinations like Katra, Pahalgam, and Gulmarg. In response, the J&K administration, under Lieutenant Governor Manoj Sinha, reopened 16 of 48 closed tourist destinations on June 14, 2025, including Beetab Valley, Verinag, and Gulmarg, as part of a phased recovery plan.
Chief Minister Abdullah has been actively spearheading efforts to restore J&K’s image as a safe and vibrant destination. His recent engagements, including a Travel Agents Association of India (TAAI) event on June 11, 2025, titled “Rally for the Valley – Let’s Go to Jammu and Kashmir,” emphasised tourism as a conflict-neutral activity critical to the region’s economy. During the IATO meeting, discussions focused on countering negative perceptions, enhancing visitor experiences, and promoting J&K’s scenic landscapes and cultural diversity.
Key Measures to Boost Tourism
The J&K government, in collaboration with IATO, outlined several initiatives to revitalise tourism:
- Infrastructure Upgrades: Investments in facilities like the Gulmarg gondola to increase capacity and improve ticketing, alongside better road and rail connectivity, including the Vande Bharat train from Katra to Srinagar.
- Enhanced Security: Deployment of trained police personnel, dedicated tourism officers, and round-the-clock support systems to ensure tourist safety.
- Promotional Campaigns: IATO’s commitment to promote J&K through its network, including a FAM (Familiarisation) tour from June 14–17, 2025, visiting Srinagar, Gulmarg, and Pahalgam to assess facilities and reassure tourists of safety.
- Stakeholder Collaboration: Engagement with local hoteliers, transporters, and tourism officials to create a collaborative roadmap for recovery.
- Tourism as Economic Driver: Emphasis on tourism’s role in supporting local livelihoods, with campaigns like IATO’s to restore J&K’s global appeal.
Tourism Revival Initiatives
| Initiative | Description |
|---|---|
| Infrastructure Upgrades | Enhanced gondola in Gulmarg, Vande Bharat train, improved road connectivity |
| Security Measures | Trained police, tourism officers, 24/7 support systems |
| Promotional Campaigns | IATO’s FAM tour, campaigns to promote J&K as safe and welcoming |
| Stakeholder Engagement | Collaboration with hoteliers, transporters, and tourism officials |
| Reopened Destinations | 16 sites, including Beetab Valley, Verinag, and Gulmarg, reopened on June 14 |
IATO’s Role and Commitment
The Indian Association of Tour Operators (IATO), led by President Ravi Gosain, played a pivotal role in the interaction, reaffirming its support for J&K’s tourism recovery. The delegation’s FAM tour from June 14–17, 2025, assessed facilities in Srinagar, Gulmarg, and Pahalgam, declaring these destinations safe for tourists. IATO’s press release highlighted the J&K government’s efforts in creating a tourist-friendly environment, urging its members and the broader travel fraternity to promote J&K confidently. The association also proposed a ₹1000 crore allocation under the Incredible India campaign to boost inbound tourism, emphasiSing improved air connectivity to tier-2 and tier-3 destinations like J&K.
The reopening of 16 tourist destinations and the government’s proactive measures, including the Vande Bharat train inauguration, have begun to restore footfalls, particularly in Pahalgam ahead of the Amarnath Yatra 2025.
