ATOAI’s 17th Annual Convention marks adventure tourism’s return to Kashmir
Held from December 17–20, 2025, the message was clear: the revival of tourism in Kashmir is no longer just a talk anymore, it is now actionable.
At a time when Kashmir’s tourism narrative is steadily reclaiming its crown, the 17th Annual Convention of the Adventure Tour Operators Association of India (ATOAI) concluded in Srinagar (December 17 - 20, 2025), sending a clear message: the revival of tourism in Kashmir is no longer just talk anymore; it is now actionable.
Held in the heart of Srinagar with the support of the Government of Jammu & Kashmir, the convention positioned adventure tourism as a powerful catalyst for economic revival and tourism growth in J&K. The choice of venue itself carried weight, reinforcing the industry’s collective belief in Kashmir as a safe, scalable, and sustainable adventure destination.
The two-day convention at the Sher-i-Kashmir International Convention Centre (SKICC) brought together national and local operators, policymakers, and tourism stakeholders, featuring knowledge sessions, B2B marketplace, and strategic networking. This year’s theme: “Indian Adventure Tourism: Safe, Sustainable & Resilient”, set the tone for discussions centred on responsible growth, safety frameworks, and destination preparedness.
The inaugural ceremony saw participation from key leaders including Omar Abdullah, Chief Minister of Jammu & Kashmir; Ajeet Bajaj, President, ATOAI; Vaibhav Kala, Senior Vice President, ATOAI; Ashish Chandra Verma (IAS), Financial Commissioner (Additional Chief Secretary), Department of Tourism, J&K; Suman Billa IAS, Additional Secretary & Director General, Ministry of Tourism, Govt. of India; Syed Qamar Sajad, Director Tourism, Kashmir; Nasir Aslam Wani, Advisor to the J&K Chief Minister; and Farooq Ahmad Shah, MLA Gulmarg, underscoring the alignment between government intent and industry ambition.
Industry voices from across Kashmir added depth to the dialogue, including Rauf Ahmad Tramboo, Convention Co-Chair & President, ATOAK; Mushtaq Ahmad Chaya, Founder, Mushtaq Group of Hotels and Chairman, J&K Hoteliers Club; Nasir Shah, Chairman, IATO J&K Chapter; Farooq A. Kuthoo, President, TAAK; Waseem Raja, JKAS, Joint Director, J&K Tourism; and Faiz Ahmad Bakshi, Secretary General, KCCI. Discussions highlighted the need for structured adventure circuits, skill development for local communities, and stronger private - public collaboration.
During the inaugural ceremony, Omar Abdullah drew attention to the visible impact of climate change in Jammu & Kashmir, noting that the region is already witnessing its effects firsthand. He warned that shifting weather patterns, particularly the shortening of the snow season compared to earlier years, could significantly impact tourism livelihoods in the years ahead.
Emphasising the need for responsible tourism, he stressed that sustaining the sector would require greater awareness of the industry’s carbon footprint. Abdullah further underlined that while adventure tourism must remain exciting, it also has to be safe, sustainable, and repeatable, placing a clear responsibility on operators to uphold the highest safety and environmental standards.
Suman Billa outlined three key pillars to strengthen adventure tourism in the country: safety, sustainability, and resilience. He underscored the critical need for robust safety standards and a strong emergency response framework across tourism destinations. He also emphasised promoting soft adventure and year-round activities to ease pressure during peak seasons and ensure more balanced tourism growth. Highlighting Jammu & Kashmir as a key focus, Billa noted that the future of tourism in the region, and across India, rests on stronger partnerships between the government and industry stakeholders.
Ajeet Bajaj outlined the ‘7 Sigmas’ of adventure tourism: Guide, Guidelines, Guests, Group Risk Ethos, Geographical Conditions, Great Communication, and Gear, as the foundation for building a responsible and resilient adventure tourism ecosystem in India. He emphasised that growth in the segment must be rooted in accountability by ensuring operators are state-recognised or licensed, use quality gear, work with trained guides, and adhere to ATOAI guidelines.
Looking ahead, Bajaj also revealed proposals for two ambitious mega adventure trails aimed at positioning India on the global adventure tourism map. The Western Himalayan Mega Trail, spanning nearly 2,800 km, would begin in Jammu, going through Kashmir, Ladakh, Himachal Pradesh, and conclude in Kumaon, Uttarakhand. A parallel Eastern Himalayan Mega Trail is proposed to run from the Darjeeling–Sikkim region through Arunachal Pradesh, ending in Namdapha, opening up new, sustainable adventure corridors across the Himalayas.
The convention also offered delegates a closer look at the region’s tourism potential through curated experiences such as hot air ballooning, Dal Lake cruising, and an immersive craft safari.
On the final day, delegates experienced Kashmir’s adventure canvas through curated visits to Sonmarg, Gulmarg, and Pahalgam, reinforcing the region’s readiness to host both domestic and international adventure travellers.
More than an industry gathering, ATOAI’s 17th Annual Convention in Srinagar emerged as a statement that Kashmir not just as a destination to rediscover, but as a region all set to lead India’s next chapter in adventure tourism.
