Diplomat Correspondent
Pahalgam,(DD): In a spirited effort to boost tourist confidence and revive the Valley’s tourism economy, dozens of tour operators, hoteliers and travel agents held a colourful road show today, journeying from Srinagar’s Dal Lake to the scenic town of Pahalgam. Their message was clear: Kashmir is open, safe, and ready to welcome tourists with open arms.
The rally, made up of decorated vehicles and waving flags, passed through South Kashmir’s countryside, ending in Pahalgam where local residents greeted the participants with garlands, traditional kehwa and smiles.
“This rally is a message to tourists — come and enjoy the unmatched beauty of Kashmir,” said Riyaz Ahmed, a hotelier from Srinagar. “Our homes are open for you. We will go to Pahalgam first ourselves to show it’s safe and beautiful — then invite the world to join us.”
For many in the tourism industry, this was more than a symbolic gesture — it was a heartfelt appeal.
“I have seen tough times, but I’ve also seen how a single tourist can bring life to a street,” said Shabir Ahmad, a houseboat owner at Dal Lake. “This rally is from our hearts — to tell the world that Kashmiris are ready to host you like family.”
“Tourism is not just an industry here — it’s our heartbeat,” said Iqra Jan, a young travel entrepreneur from Anantnag. “With this rally, we are reclaiming our narrative and telling our own story — one of peace, beauty, and welcome.”
“When guests come, they don’t just see landscapes — they experience our culture, food, and way of life,” added Bashir Lone, a pony handler from Pahalgam. “This road show is a reminder that the gates of Kashmir are wide open.”
As Kashmir heads into its peak summer season, tour operators are hoping to see a significant rise in footfall. The road show is part of a broader campaign to promote Kashmir as a safe, hospitable, and unforgettable destination — rich in natural beauty and cultural warmth.(DD)