New Delhi, May 20: To revive tourism in the Kashmir Valley following the recent Pahalgam attack, three friends from Kashmir—Karttik Chopra, businessman and spokesperson of Nirmohi Akhara, Dr. Tausef Bhatt, a social entrepreneur, and Javed Beigh, who recently represented India at the UNHRC in Geneva—have come together to launch the Kashmir Chale Hum campaign.
The campaign was initiated over a dinner gathering in Delhi, where the trio decided to send a clear message across the country: don’t abandon Kashmir.
“Kashmir is not just a place, it’s an emotion,” said Karttik Chopra. “Whether it’s our lakes, rivers, mountains or the spirit of our people — Kashmir is unmatched in beauty and hospitality.”
Dr. Tausef Bhatt added, “We appeal to all our fellow Indians — please don’t judge the Valley by one incident. Every civil society group here has condemned the attack. The people of Kashmir are peace-loving, and our economy survives on tourism.”
Echoing the sentiment, Javed Beigh said, “We are launching this campaign because we want every Indian to know that Kashmir needs you now more than ever. This is the time to stand with the people, not to turn away.”
Javed Beigh said, “We are deeply hurt by the attack, but this is the time to stand together—not just in grief, but in solidarity. We have to help Kashmir, support its people, and show unity in the face of pain.”
The Kashmir Chalo initiative urges tourists to visit and support local businesses, artisans, and hoteliers who rely heavily on seasonal income. The friends stressed that promoting tourism is one of the strongest peace-building measures.
“If you can walk with peace in your heart, then please come to Kashmir,” said Chopra. “This is your land too.”
On April 22, 2025, a brutal terrorist attack occurred in the Baisaran meadow near Pahalgam, Anantnag district, Jammu and Kashmir. Militants targeted tourists, killing 26 people, including 25 tourists and a local Muslim pony ride operator who attempted to intervene.
The attackers reportedly identified victims based on their religion, asking them to recite the Islamic kalima to distinguish non-Muslims before executing them.
The immediate aftermath saw a mass exodus of tourists from the Kashmir Valley. Popular destinations like Pahalgam transformed into ghost towns, with hotels and businesses shutting down due to cancellations and fear.
The tourism industry, a significant contributor to the region’s economy, faced a severe blow.
In response, India launched “Operation Sindoor” on May 7, 2025, targeting terrorist infrastructure in Pakistan and Pakistan-Occupied Kashmir. The operation marked a significant escalation in India’s counter-terrorism strategy.
Diplomatic relations between India and Pakistan deteriorated rapidly, with both nations suspending key treaties and closing borders. The situation prompted international concern, leading to a U.S.-brokered ceasefire.
Despite the ceasefire, tensions remain high, and the tourism sector continues to struggle with the aftermath of the attack and subsequent geopolitical developments.
