National tour operators hail Valley’s hospitality, safety and potential; pledge to promote J&K globally, bring tourists back
Rehan Qayoom Mir
Srinagar, Dec 19 (KNO): Describing Jammu and Kashmir aa adventure capital of India,
President of the Adventure Tour Operators Association of India (ATOAI), Ajeet Bajaj, on Friday said that the association will work closely with local stakeholders and the government to promote the region as a global tourist destination.
Speaking during a press conference in Srinagar after the conclusion of ATOAI’s 17th annual convention, Bajaj, according to the news agency—Kashmir News Observer (KNO) said the convention titled “Safe, Sustainable and Resilient Adventure Tourism” received an overwhelming response from across the country.
“We have had a great convention and enjoyed the very warm hospitality of Kashmir,” Bajaj said.
He said, “Our members visited Pahalgam, Gulmarg and Sonmarg and returned impressed. Jammu and Kashmir truly is the adventure destination of India and we want to work with the government to bring more adventure tourists here.”
He said ATOAI had held B2B sessions with local adventure operators to build direct business linkages. “All adventure operators from different parts of India met the local operators here to forge partnerships. We want to create a network through which local businesses benefit directly from national and international traffic,” he added.
Bajaj also said the association is coordinating with the Ministry of Tourism, Government of India, to accelerate tourism revival in the Union Territory.
“This is the jewel in the crown of our tourism sector. Everything is normal here, and we have seen it for ourselves. We are proud of our men and women in uniform and want to get more tourists back to Jammu and Kashmir at the earliest,” he said.
Another ATOAI delegate who has been visiting Kashmir for decades said the perception of insecurity needs to change.
“I have been travelling in Kashmir for 35 years and never felt safer anywhere else. The hospitality and warmth here are unmatched,” he said, adding that 2026 “will be a great year for Kashmir tourism.”
Bajaj also underlined the need for gradually reopening all adventure zones in the region as conditions improve. “We are keen that slowly and steadily all areas be opened for adventure tourism. The local people are welcoming, the mountains are magnificent and Kashmir has everything that makes it a world-class adventure destination,” he said.—(KNO)
