In a powerful show of solidarity and vision, the Travel Agents Association of India (TAAI) launched the Rally for the Valley in Srinagar from 10th to 12th June 2025. With the enthusiastic participation of over 75 delegates from across India and more than 100 members of the J&K Chapter, the initiative made a significant impact across the state, symbolising hope, resilience, and revival.
TAAI declared the rally as only the beginning of a larger, strategic movement to rejuvenate tourism in Jammu & Kashmir. A special launch event was held with Hon’ble Chief Minister Omar Abdullah gracing the occasion as the chief guest, alongside a mega press meet and a managing committee meeting hosted at the Radisson Collection in Srinagar.
In his stirring keynote, Chief Minister Omar Abdullah praised TAAI for its timely and courageous initiative. Drawing from recent experiences, he reflected on how tourism in J&K had been severely affected, leading to “vacant seats and vacant rooms.” He underscored the importance of standing by J&K not only in times of celebration but especially during hardship. “This gesture by TAAI is heartening and much needed,” he remarked, expressing his gratitude to the association.
TAAI President Sunil Kumar, addressing a packed gathering, reiterated the association’s unwavering commitment to J&K’s tourism revival. Representing 2,000+ member companies across 20 regions and chapters of India, he emphasised that no crisis, no matter how challenging, should be allowed to disrupt tourism or livelihoods. “This is a big step forward,” he declared, “and our motto is clear: No chaotic act can stop tourism.”
The president also reflected on TAAI’s legacy in supporting J&K, recalling the highly successful 2018 TAAI Convention held in Srinagar during similarly challenging times. “Our leadership stands united in our resolve to support and promote Jammu & Kashmir. We owe it to this land and its people.”
In recognition of his exemplary leadership, TAAI presented Omar Abdullah with the Award of Leadership, honouring his steadfast efforts in helping J&K navigate through crisis toward recovery. The event also saw participation from the Hon’ble Advisor to the Chief Minister, three MLAs, senior hoteliers, and heads of several tourism associations, each pledging their support to the cause. Over the three days, delegates of TAAI visited iconic sites such as Lal Chowk, Dal Lake (with a Shikara ride), the Mughal Gardens, Hazratbal Shrine, and Pahalgam. Several delegates extended their travel to include Gulmarg and Sonmarg, further strengthening the message that J&K remains safe, vibrant, and welcoming.
TAAI’s rallying cry—Rally for The Valley—is more than a slogan; it is a clarion call to the entire Indian travel fraternity to come together for a common cause. President Sunil Kumar shared that the TAAI J&K Chapter will continue to assist other associations in promoting J&K, with a bold vision to inspire one million travellers to rediscover the beauty of the valley. TAAI will soon unveil an aggressive roadmap aimed at accelerating tourism revival in J&K, working in close collaboration with all stakeholders to ensure sustainable, inclusive, and resilient growth.