‘Kashmir, the Adventure Capital of India’: ATOAI President Ajeet Bajaj Calls for Rediscovery Amid Improving Security
By: Javid Amin | 20 December 2025
A Valley at a Turning Point: Kashmir Reclaims Its Place on India’s Tourism Map
Few destinations in India evoke as much emotion, imagery, and global recognition as Kashmir. Often described as “Paradise on Earth,” the Valley has long been admired for its alpine landscapes, snow-fed rivers, rolling meadows, and rich cultural heritage. However, despite its unmatched natural beauty, Kashmir’s tourism narrative over the last few decades has been shaped as much by security concerns as by its scenic allure.
That narrative, according to the Adventure Tour Operators Association of India (ATOAI), is now decisively changing.
In a strong endorsement of the region’s safety and tourism readiness, ATOAI has declared Jammu & Kashmir one of the safest destinations in India for adventure and leisure tourism, urging travelers across the country to “rediscover” Kashmir. The statement comes after ATOAI successfully hosted its 17th Annual Convention in Srinagar, a high-profile industry event attended by leading adventure tour operators, destination experts, and tourism stakeholders from across India.
At the heart of this renewed confidence is a clear message: Kashmir is open, secure, and ready to welcome travelers once again.
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ATOAI: The Voice of India’s Adventure Tourism Industry
To understand the significance of ATOAI’s endorsement, it is important to understand the stature of the organization itself.
The Adventure Tour Operators Association of India (ATOAI) is the national representative body of Indian adventure tour operators, comprising some of the most experienced and reputable players in the industry. For decades, ATOAI has played a central role in shaping adventure tourism standards, promoting sustainable practices, advocating safety protocols, and advising governments on adventure tourism policy.
When ATOAI speaks about safety, infrastructure, and destination readiness, it does so based on ground assessments, operator experience, and on-site evaluation—not assumptions.
That is precisely what makes its latest declaration on Kashmir particularly noteworthy.
‘Kashmir Is One of the Safest Destinations for Adventure and Tourism’
Addressing a press conference in Srinagar, ATOAI President Ajeet Bajaj unequivocally stated that Kashmir today stands as a safe and secure destination for tourism and adventure activities.
The declaration was not made in abstraction. It followed days of on-ground engagement, field visits, and firsthand experience by ATOAI members who traveled extensively across the Valley.
“We have successfully held our 17th Annual Convention in Srinagar without any issues. Some of our members also went on trips to Pahalgam, Sonamarg, and Gulmarg. Everything is great here and back to normal,” Bajaj said.
This statement carries weight because it comes after direct exposure to multiple tourism hubs in Kashmir, including areas that were previously perceived as sensitive.
The Context: Addressing Concerns After the Pahalgam Terror Attack
ATOAI’s reassurance comes in the backdrop of heightened caution following a recent terror attack in the Pahalgam region, after which the Union Territory administration temporarily closed certain tourist and adventure spots as a precautionary measure.
Such closures, while driven by security protocols, often have a disproportionate impact on tourism sentiment. Even isolated incidents can trigger widespread cancellations, travel advisories, and economic uncertainty for local communities dependent on tourism.
Recognizing this, ATOAI has called for the reopening of all tourist and adventure destinations that were shut following the incident, emphasizing that the overall situation in Kashmir has stabilized and normalcy has returned.
“We understand that some situations are beyond anyone’s control. But the ground reality today is that Kashmir is safe, secure, and fully capable of hosting tourists,” Bajaj noted.
This balanced acknowledgment reflects both realism and responsibility—recognizing security challenges while affirming the broader stability of the region.
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‘Kashmir, the Adventure Capital of India’: A Bold Yet Earned Claim
Perhaps the most striking statement from ATOAI President Ajeet Bajaj was his declaration of Kashmir as the “Adventure Capital of India.”
Far from being a rhetorical flourish, the claim is rooted in Kashmir’s unmatched geographic and ecological diversity, which offers year-round adventure opportunities rarely found in a single destination.
Why Kashmir Deserves the Title
Kashmir’s adventure tourism portfolio is among the richest in the country:
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Skiing & Snowboarding: Gulmarg is home to one of Asia’s highest gondolas and some of the finest powder snow slopes in the world.
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Trekking & Mountaineering: From the Great Lakes Trek to high-altitude alpine routes, Kashmir offers treks for beginners and experts alike.
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River Rafting: The Lidder and Sindh rivers provide thrilling white-water rafting experiences.
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Paragliding & Aerial Sports: Emerging hubs around Sonamarg and Gulmarg are attracting adventure enthusiasts.
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Camping & Wildlife Exploration: Vast meadows, alpine forests, and protected reserves offer immersive outdoor experiences.
According to ATOAI, no other Indian destination combines such scale, variety, and natural intensity of adventure tourism within one region.
ATOAI’s 17th Annual Convention in Srinagar: A Confidence-Building Milestone
One of the strongest validations of Kashmir’s safety and readiness was the successful hosting of ATOAI’s 17th Annual Convention in Srinagar.
The convention brought together:
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National adventure tour operators
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Destination management companies
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Safety experts and outdoor professionals
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Tourism policymakers and local stakeholders
Holding such a major industry event in Srinagar was itself a statement of confidence. The absence of any security or logistical issues throughout the event further reinforced ATOAI’s assessment.
Beyond Meetings: On-Ground Exploration
Importantly, the convention was not confined to conference halls. Many ATOAI members personally visited key adventure destinations, including:
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Pahalgam: Known for trekking routes, Lidder River rafting, and scenic valleys
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Sonamarg: Gateway to high-altitude treks and glaciers
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Gulmarg: India’s premier skiing and winter sports destination
These visits allowed operators to assess real-time conditions, interact with local service providers, and experience the Valley as tourists themselves.
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Normalcy Confirmed: What Ground Reports Indicate
Based on statements from ATOAI and interactions with local tourism stakeholders, several indicators point toward restored normalcy in the Kashmir Valley:
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Tourist movement is steady in major destinations
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Hotels and houseboats are operational
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Adventure activities are being conducted safely under regulated conditions
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Local transport and infrastructure are functioning smoothly
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Security presence remains robust but unobtrusive, ensuring confidence without disruption
While localized restrictions may still apply in specific zones as a precautionary measure, the overall tourism ecosystem is functioning effectively.
A Call to India: ‘Rediscover Kashmir’
One of the central messages from ATOAI is directed not at international travelers, but at domestic tourists across India.
“We want Indians to come back to Kashmir. This is the right time to rediscover the Valley,” Bajaj emphasized.
Domestic tourism has historically been the backbone of Kashmir’s visitor economy, and its revival is crucial for sustainable recovery.
Why Domestic Tourists Matter Most Right Now
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They respond faster to updated ground realities
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They provide consistent, year-round tourism demand
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They help rebuild local livelihoods quickly
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They shape national perception through word-of-mouth
ATOAI believes that once Indian travelers regain confidence, international tourism will naturally follow.
Adventure Tourism as an Economic Engine for Kashmir
Beyond leisure travel, ATOAI has repeatedly highlighted adventure tourism as a strategic growth sector for Jammu & Kashmir.
Economic Benefits of Adventure Tourism
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Employment generation for local youth as guides, instructors, and operators
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Skill development in mountaineering, safety, hospitality, and outdoor leadership
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Sustainable tourism models that rely on conservation and low-impact travel
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Diversification of tourism beyond peak seasons
Adventure tourism allows Kashmir to move away from seasonal dependency and create a 12-month tourism economy.
Balancing Security and Accessibility: ATOAI’s Perspective
ATOAI has taken a nuanced position on security-related closures.
While acknowledging the importance of safety protocols, the association has urged authorities to:
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Reassess prolonged closures of tourist spots
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Reopen areas where conditions are stable
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Communicate clearly and transparently with tourism stakeholders
The objective is not to compromise safety, but to avoid blanket restrictions that undermine livelihoods and traveler confidence.
The Role of Local Communities in Tourism Revival
One of the strongest assets of Kashmir tourism is its people.
From pony handlers in Pahalgam to ski instructors in Gulmarg and houseboat owners in Srinagar, local communities are deeply invested in tourism revival.
ATOAI members interacting with locals reported:
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High levels of preparedness to welcome tourists
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Strong cooperation with security agencies
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Renewed optimism about the upcoming seasons
This community-driven commitment is critical to sustaining long-term tourism growth.
Kashmir’s Image Reset: From Conflict Narrative to Adventure Hub
For decades, Kashmir’s global image has been overshadowed by conflict-related headlines. ATOAI’s intervention represents part of a broader effort to reframe the narrative.
The new positioning emphasizes:
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Safety and stability
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World-class adventure experiences
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Responsible and sustainable tourism
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Authentic cultural engagement
By declaring Kashmir the Adventure Capital of India, ATOAI is not merely promoting tourism—it is reshaping perception.
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What Travelers Should Know Before Planning a Kashmir Trip
While ATOAI confirms safety and normalcy, travelers are advised to:
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Follow official advisories and local guidelines
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Book through registered operators and hotels
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Respect local customs and environmental norms
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Stay informed about weather and terrain conditions
Responsible travel ensures safety for visitors and sustainability for the region.
Looking Ahead: A Season of Renewal for Kashmir Tourism
With improving security, strong institutional support, and industry confidence, Kashmir stands at the threshold of a tourism renaissance.
ATOAI’s endorsement is likely to:
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Encourage tour operators to reintroduce Kashmir itineraries
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Boost airline and hotel occupancy
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Reassure hesitant travelers
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Strengthen investor confidence in tourism infrastructure
If momentum is maintained, the Valley could witness one of its strongest tourism revivals in recent years.
Conclusion: Kashmir Is Ready—And Waiting
The message from ATOAI is clear and consistent: Kashmir is safe, secure, and open for tourism.
Backed by on-ground experience, industry consensus, and firsthand exploration, the declaration marks a significant moment for Jammu & Kashmir’s tourism sector.
As ATOAI President Ajeet Bajaj aptly summed up, this is the time to rediscover Kashmir—not as a destination of the past, but as the Adventure Capital of India.
For travelers seeking beauty, adventure, authenticity, and reassurance, Kashmir is no longer a question mark—it is an invitation.
