Srinagar, May 24 : In a significant move to revive Jammu and Kashmir’s tourism sector following the recent Pahalgam terror attack, the JK Hoteliers Club, in collaboration with J&K Tourism, is set to host the Familarsation Tour (FAM Tour) event in Srinagar.
The event will bring together tour operators from across India, national media, and prominent public figures in a collective effort to restore confidence among travellers and boost the region’s image as a safe and welcoming destination.
Tariq Ghani, Secretary General JK Hoteliers Club, said, “In order to revive tourism, JK Hoteliers Club, tour Operators and House Boat owners in collaboration with J&K Tourism is organizing the FAM Tour event in Srinagar, in which tour operators from across the country will participate.”
“We have also invited CM Omar Abdullah and national media to participate in the event, and this will help us to build confidence among visitors,” he added.
The initiative is part of a broader push by tourism stakeholders to counter the negative impact of recent events and to promote the Valley’s hospitality, scenic beauty, and resilience. From tour operators and hoteliers to adventure travel groups, vloggers, and local communities, all are coming together with renewed determination.
Kashmir Off Road, known for promoting offbeat travel experiences, is also playing a vital role in this effort. Speaking to KNS, Farah Zaidi, founding member of Kashmir Off Road, said, “As Kashmir begins to heal and welcome the world again, off-road and overland adventure travel offers a powerful path forward. By connecting travellers with the land, its people, and remote, unexplored regions, we can help rebuild the tourism economy sustainably and inclusively. Kashmir’s raw beauty, resilience, and spirit of adventure are ready to inspire a new chapter of discovery.”
“In this moment of transformation, off-road and overland adventure travel present more than just a way to explore the region’s breathtaking landscapes — they offer a meaningful way forward,” she added.
Meanwhile, vloggers and digital content creators are using their platforms to tell authentic stories of peace, hospitality, and natural beauty, helping reshape public perception and counter misinformation.
Earlier, Civil Aviation Minister Ram Mohan Naidu assured full support from the central government. “We will do whatever is possible to help. Bringing back tourists and restoring normal life is very important, and restarting flights is the first step in that direction,” he said.
The Fame Tour event aims to be a landmark in rebuilding confidence in Kashmir’s tourism and showcasing the Valley’s readiness to host visitors once again. (KNS)
