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States » NorthPosted at: May 15 2025 7:14PM


Fearlessly visit Jammu, be messengers of peace: Hoteliers appeal tourists across India

Jammu, May 15 (UNI) The guns have fallen silent, borders are calm, with India-Pakistan announced a ceasefire, and as life is limping back to normalcy, the hoteliers in Jammu have appealed to the tourists across the country to fearlessly visit this picturesque region and be messengers of peace.
Expressing that although the industry witnessed an impact of escalated tension between both nations, the hoteliers expressed that the situation is returning on track with the truce decision, which is in the interest of all the stakeholders.
President, Jammu-Katra Tourism Welfare Organisation, Raman Sharma told UNI, “The hotel industry remained the worst hit due to border tension not only in Jammu and Kashmir but also in neighbouring states of Punjab, Himachal Pradesh and parts of North India.”
“In April, we had 40 per cent of the bookings, but it suddenly dropped after the April 22 Pahalgam incident,” Sharma told UNI.
He said that the travellers from within Jammu and Kashmir, like Doda, Kishtwar, Ramban and even Kashmir, who stayed in hotels and lodges, returned to their native places.
The labour workforce from outside Jammu and Kashmir also returned to their hometowns, he expressed and said, “Situation at present is peaceful and borders are normal and nightlife is also making a comeback.”
“We want tourists from all over the country to fearlessly visit Jammu and its nearby picturesque destinations. There is no need to worry,” he said and appealed to the government authorities to spread awareness on the peaceful situation so that visitors from all parts of the country visit here as summer vacations, and Shri Amarnath Yatra is also around the corner.
Notably, Shri Amarnath Yatra this year is starting on July 3 and concluding on
August 9.
Meanwhile, Managing Director, Hotels Four A Resorts and Lords In, Rahul Bansal told UNI, “It is a tough time for the industry but I hope that it will soon revive.”
“The government stakeholders must take a call and launch a massive drive in attracting tourists to this region,” said Bansal.
General Manager Radisson Blu Jammu, Niraj Sinha and Operations Manager Vishal Thaper, when contacted, told UNI, “The recent ceasefire agreement between India and Pakistan has brought a sense of relief to Jammu's hotel industry, which has been severely impacted by border tensions.”
“As normalcy returns gradually, we expect a gradual surge in tourism and tourist footfall,” the hoteliers expressed suggesting that the stakeholders can collaborate on launching promotional campaigns highlighting J&K’s natural beauty, cultural heritage, and adventure activities, developing infrastructure to facilitate easy travel and comfortable stays, ensure tourist safety and security as they are key factors in reviving the tourism.
They further said that the government has a vital role to play in flourishing tourism by showcasing peaceful regions like Katra, Patnitop, and Srinagar, engaging local communities in tourism development and leveraging media outreach to promote normalcy.
Moreover, they said that the hotel industry itself can contribute by offering attractive packages and discounts, enhancing customer experiences, and partnering with tour operators to promote Jammu and Kashmir as a tourist destination.
“With collective efforts, we can restore Jammu's tourism industry and showcase the region's beauty to the World,” the duo asserted.
Supervisor, Hotel Trinetra, Patnitop (tourist spot), Rohit Gupta told UNI, “Jammu is quite peaceful and has several scenic destinations including Patnitop, which is just 60-kilometre from Katra.”
“Tourists can visit to enjoy this beautiful destination without any fear, and we hope that with the increase in Shri Mata Vaishno Devi yatra in the coming days, the footfall of tourists will also swell in Patnitop,” said Gupta.
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Tags: #Fearlessly visit Jammu# be messengers of peace: Hoteliers appeal tourists across India
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