Tourism Revival : From Kehwa to Comeback: Kashmir Rolls Out Nationwide Roadshows to Woo Tourists
‘Hospitality will be our strongest ambassador,’ says JD Tourism
Our Special Correspondent
Srinagar: In a renewed push to revive and sustain tourism momentum, the Jammu and Kashmir Tourism Department has planned massive roadshows across the country to attract visitors, with Kashmir’s famed hospitality positioned as the key tool to lure tourists, Joint Director Tourism Kashmir Waseem Raja on Thursday.
Speaking to reporters on the sidelines of the Christmas Kehwa Fest, organised by the Department of Tourism in collaboration with JK KHARA and the Kashmir Houseboat Owners Association, Raja said the coming months will witness an aggressive promotional outreach aimed at restoring confidence and showcasing Kashmir as a safe, welcoming and vibrant destination.
“Roadshows will be organised in major cities across India to directly engage with tour operators, travel associations and potential tourists. Our hospitality, warmth and cultural richness will be the strongest ambassadors of Kashmir,” he said.
He added that events like the Christmas Kehwa Fest reflect Kashmir’s inclusive ethos and festive spirit, sending out a strong message that the Valley is open, peaceful and ready to welcome guests from across the country.
The event, marked by the aroma of traditional Kehwa and cultural camaraderie, drew tourists, hoteliers and houseboat owners, many of whom echoed optimism about the revival of the sector.
A tourist from Mumbai, visiting Srinagar with his family, said the experience had exceeded expectations.
“What we see on the ground is very different from what is often perce ved. The warmth of people, the hospitality and the festive vibe make Kashmir truly special,” he said.
Another visitor from Bengaluru, enjoying a houseboat stay on Dal Lake, remarked, “We felt completely safe and welcomed. The Christmas celebrations, Kehwa and local interactions have made this trip unforgettable. We will definitely recommend Kashmir to our friends.”
Local stakeholders also expressed hope that sustained promotions and events would help rebuild tourist confidence. A houseboat owner said the return of tourists during Christmas and New Year was a positive sign after a challenging period. “Such initiatives give us hope that better days are ahead,” he said.
With New Year and winter festivals lined up, the Tourism Department believes that consistent outreach, combined with Kashmir’s legendary hospitality, will help keep tourist interest alive well beyond the festive season, reinforcing the Valley’s image as one of India’s most cherished travel destinations.
