JKTABF seeks marketing push to revive tourism

Srinagar, Dec 25: The Jammu Kashmir Tourism and Allied Businesses Forum (JKTABF) has made an urgent appeal to the Chief Minister of Jammu and Kashmir, seeking immediate and aggressive marketing initiatives to revive tourism across the Union Territory and safeguard the livelihoods of thousands dependent on the sector.

In a statement, the Forum said timely and focused promotional efforts are crucial to restoring traveller confidence and reviving tourism-related activities. It emphasised that the Department of Tourism must actively participate in major national and international tourism trade fairs, exhibitions and roadshows to project Jammu and Kashmir as a safe and attractive destination.

Chairman of the Forum, Mushtaq Chaya, said all tourism stakeholders, including hoteliers, houseboat owners, travel agents, tour operators, transporters and other allied businesses, should be informed well in advance about such roadshows and trade fairs. This, he said, would enable them to plan participation and play an active role in promoting the region.

He further stressed the need to strengthen social media and digital marketing efforts, noting that online platforms have become central to shaping travel decisions and influencing destination choices worldwide. According to him, a strong digital presence is essential to counter negative perceptions and highlight the diversity of tourism offerings in Jammu and Kashmir.

The Forum also called for the revival of joint roadshows, where tourism associations can participate alongside the government to present a unified and confident image of Jammu and Kashmir tourism. Such collaborative efforts, it said, would help rebuild business confidence and accelerate recovery in the sector.

Chaya warned that tourism remains one of the backbone industries of Jammu and Kashmir and supports a large section of the population directly or indirectly. With the region facing an economic slowdown, he said prolonged inaction could deepen the crisis for thousands of families reliant on tourism for their livelihood.