ATOAI President Urges Tourists to ‘Rediscover’ Kashmir Amid Improving Security | Kashmir Life

SRINAGAR: The President of the Adventure Tour Operators Association of India (ATOAI), Ajeet Bajaj, has declared Jammu and Kashmir safe for travel, calling on domestic and international tourists to “rediscover” the region.

Speaking at a press conference in Srinagar on Friday following the conclusion of the ATOAI’s 17th annual convention, Bajaj praised the efforts of security forces and residents in restoring public confidence and stability across the Valley.

“Everything is normal here, and we have seen it for ourselves,” Bajaj stated. “The perception of insecurity regarding Kashmir must change. This region is the jewel in the crown of India’s tourism sector.”

The ATOAI President expressed his gratitude to the “men and women in uniform” for ensuring a peaceful environment, noting that the visible sense of normalcy must now be leveraged to trigger a full-scale revival of the tourism industry. He added that members of the association were “deeply impressed” by the positivity they encountered during their visit.

Industry veterans echoed these sentiments, highlighting the region’s long-standing reputation for safety. One senior delegate, who has visited the Valley for 35 years, remarked that he had “never felt safer anywhere else,” citing the “unmatched hospitality” of the local population.

The delegation expressed high expectations for the coming year, predicting that 2026 will be a “great year” for the Jammu and Kashmir tourism sector as adventure travel picks up momentum.

The convention concludes at a pivotal time for the region, as stakeholders aim to shift the narrative from one of conflict to one of world-class trekking, skiing, and outdoor exploration.