Leh, May 27: In the wake of a significant downturn in tourist arrivals following a recent incident in Pahalgam, the All Ladakh Hotel and Guest House Association (ALHAGHA) has unveiled a deeply emotional campaign titled “Ladakh is Waiting.” Aimed at reviving the region’s tourism sector, the campaign seeks to reconnect travelers with the land they once cherished.
At the heart of the campaign lies a poignant short film — a visual story that reflects the harsh realities faced by Ladakh’s hospitality sector. Once bustling with adventurers, pilgrims, and seekers of serenity, Ladakh now finds its hotels, guest houses, and homestays nearly empty. The film powerfully showcases the silence in the valleys, the stillness of closed doors, and the yearning of locals whose livelihoods depend on visitors.
Tourism is the lifeline of Ladakh’s economy, sustaining thousands of families across its remote and rugged terrain. The current slump has left many without work or hope, prompting ALHAGHA to reach out to the world with a heartfelt message of resilience and remembrance.
“This isn’t just a campaign — it’s a call to all those who’ve ever found a piece of themselves in Ladakh,” an ALHAGHA spokesperson said. “If you’ve walked these mountains, sipped butter tea in a local home, or watched the Milky Way from Pangong Tso — now is the time to give back.”
The initiative encourages people to share the film, amplify the message, and reignite conversations about Ladakh — reminding the world of its unmatched beauty, serenity, and the warmth of its people.
The campaign is already gaining traction online under the hashtag #LadakhIsWaiting, drawing support from travel influencers, environmentalists, and past visitors.
As the summer season begins, the people of Ladakh hope the world hears their message — and returns.
