Srinagar, May 27: In a major revival push, Kashmir’s tourism stakeholders are launching the ‘Fame Tour’ initiative, announcing up to 50 per cent discount on travel packages and services till the Amarnath Yatra.
The four-day promotional event comes in the aftermath of the April 22 terror attack in Pahalgam that killed 26 people—mostly tourists—and triggered widespread cancellations across the Valley.
A 100-member delegation, including national tour operators, leading media representatives, and hospitality heads, has arrived in Kashmir as part of the ‘Fame Tour’ initiative.
The delegation earlier met Chief Minister Omar Abdullah and discussed a range of critical issues, including financial support and confidence-building measures to revive tourism in the wake of the Pahalgam attack.
Jointly organized by the Jammu and Kashmir Tourism Department and key industry players, the ‘Fame Tour’ will cover Pahalgam, Srinagar, Sonamarg, and Gulmarg, showcasing the valley’s safety, beauty, and readiness to host visitors.
“We are offering up to 50 percent discount across hotels, transport, and packages till the Yatra to ensure tourism picks up again,” said Tariq Ghani, General Secretary of the J&K Hoteliers Club, speaking to Rising Kashmir. “This is a survival step for nearly three lakh tourism-dependent workers who have been hit hard by the crisis.”
The event is being held under the leadership of Mushtaq Ahmad Chaya, senior tourism entrepreneur and chairman of the J&K Hoteliers Club. “We are sending a clear message, Kashmir is open, safe, and as welcoming as ever,” Chaya said.
Local tourism players are optimistic that the move will reverse the slump.
“It’s the first ray of hope we’ve seen in weeks,” said Fayaz Ahmad, a hotel manager in Pahalgam. “The discount gives people an incentive to come, and we are ready to welcome them.”
The visiting delegation is expected to interact directly with local hoteliers, ponywalas, and residents to assess the ground reality. The effort also comes ahead of the Shri Amarnath Ji Yatra 2025, for which preparations are already underway.
