Kashmiri hoteliers want PM Modi to appeal tourists to visit Valley

SRINAGAR: With the tourism sector in Kashmir hit hard by the Pahalgam terror attack, hoteliers and other stakeholders have sought the intervention of Prime Minister Narendra Modi, and also plan to reach out to policymakers and influencers.

Tourists had cancelled their bookings in Kashmir in large numbers following the massacre of 26 people at Pahalgam’s Baisaran valley on April 22.

Mushtaq Chaya, chairman of J&K Hoteliers Club, on Monday said in Srinagar that PM Modi’s voice is most important to bring life again to the tourism sector in Kashmir Valley. He said tourist associations will seek an appointment with the PM, and will request him to appeal to the countrymen to visit the Valley.

He also welcomed the ceasefire between India and Pakistan, calling it a wise decision. Expressing hope of resumption of flights to Srinagar soon, he said this will ensure tourism flow. He made a fervent appeal to tourists from across the country to visit Kashmir, saying the situation has now stabilised and they should experience the beauty and hospitality of the Valley once again.

Chaya further said that hoteliers in J&K will be inviting prominent YouTubers, influencers, writers and policy makers across the country, and will ask them to post their views and reviews. He said social media influencers have played a positive role, and will be given special facilities to project Kashmir.

The hoteliers will also meet J&K LG Manoj Sinha and chief minister Omar Abdullah, and will urge them to announce special packages for tourists and take steps to restore their confidence, Chaya said.

On a travel advisory issued by the US on May 7, asking its citizens to avoid visiting J&K, Chaya asserted that domestic tourists were “more than enough”.

Kashmir had seen a huge surge in tourism last year, with nearly 35 lakh people visiting the UT, including 5.11 lakh Amarnath pilgrims. The relative peace in the past few years has seen huge investment in the tourism economy, especially in the construction of guest houses and hotels, with locals in even remote areas converting their homes into home stays and tourist facilities.

Chaya said 30 lakh Kashmiris are at present involved directly in the tourism sector, and 3 lakh of them are directly working in hotels and other tourism related businesses. He said the hotels have not removed any employee, and are hopeful that tourists will return to Kashmir.