In Srinagar, the Adventure Tour Operators Association of India (ATOAI) announced on Friday, December 19, 2025, that Kashmir is returning to normalcy and is safe for tourists. Ajeet Bajaj, the president of ATOAI, emphasized the eagerness of all stakeholders, including the Indian government, to revitalize tourism in the union territory.
During a press conference following ATOAI's 17th annual convention in Srinagar, Bajaj lauded the efforts of security forces and residents in restoring confidence and stability across the Kashmir Valley. He stated, "Everything is normal here, and we have seen it for ourselves". Bajaj believes that the perception of insecurity surrounding Kashmir needs to change, highlighting the region as the "jewel in the crown" of India's tourism sector.
The ATOAI president expressed gratitude to the "men and women in uniform" for creating a peaceful environment and emphasized the need to leverage this visible normalcy to fully revive the tourism industry. He added that ATOAI members were "deeply impressed" by the positivity they experienced during their visit. Industry veterans echoed these sentiments, emphasizing the region's long-standing reputation for safety and the unmatched hospitality of the local population. One delegate, who has been visiting the valley for 35 years, said he has "never felt safer anywhere else". The ATOAI convention discussed measures to boost tourism in Jammu and Kashmir after a challenging year marked by the Pahalgam attack and the Delhi blast.
The association organized sessions between Indian and local tourism operators in Jammu and Kashmir to foster connections and generate business. Bajaj said that stakeholders nationwide are keen to see tourism rebound in Jammu and Kashmir. He mentioned the presence of the Additional Secretary and Director General of Tourism, Government of India, at the convention, reinforcing the message that "everything is great here" and expressing national pride in the security forces.
When asked about the continued closure of tourist destinations after the Pahalgam terror attack on April 22, Bajaj stated that ATOAI hopes that all areas will gradually reopen for tourism as the situation improves. He clarified that this decision is outside of ATOAI's control but suggested that a gradual reopening is necessary.
The central government is also actively promoting tourism in Jammu and Kashmir through various schemes focused on destination development and strengthening tourism infrastructure. Union Tourism Minister Gajendra Singh Shekhawat stated that the Ministry of Tourism is promoting destinations and tourism experiences through its Domestic Promotion and Publicity, including Hospitality (DPPH) and Overseas Promotion and Publicity (OPP) schemes. These initiatives aim to attract both domestic and international tourists. The government is also supporting infrastructure development through schemes like Swadesh Darshan, Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD), and Assistance to Central Agencies for Tourism Infrastructure Development (ACATID).
ATOAI's message and the government's efforts indicate a concerted push to revitalize tourism in Jammu and Kashmir, emphasizing safety, normalcy, and the region's potential as a leading adventure tourism destination. The delegation anticipates that 2026 will be a successful year for tourism in Jammu and Kashmir as adventure travel gains traction.
