Shreya Shimpi
The 17th ATOAI Annual Convention organised jointly by the ATOAI and J&K Tourism marked a significant milestone in the revival and future growth of tourism in J&K. Themed as ‘Indian Adventure Tourism: Safe, Sustainable & Resilient’, the convention provided a platform for discussing emerging trends in adventure tourism, networking and fostering new ideas through meaningful collaborations, set against the picturesque backdrop of Kashmir. HAANGLU— the official Mascot of the 17th ATOAI Annual Convention symbolised the spirit of Adventure Tourism in Jammu & Kashmir, reflecting its majestic peaks, and boundless adventure opportunities for exploration.
Day 1-Inaugural Session
The inauguration session at the Sher-i-Kashmir International Convention Centre(SKICC) was graced by distinguished dignitaries such as Sh. Omar Abdullah, Hon’ble CM of Jammu & Kashmir; Sh. Ajeet Bajaj, President, ATOAI; Dr. Ashish Chandra Verma, ACS, Govt of J&K; Sh. Farooq Ahmad Shah, MLA Gulmarg; Sh. Suman Billa (IAS), AS & DG Tourism, MOT, Govt. of India; Sh. Syed Qamar Sajad, Director Tourism; Sh. Nasir Aslam Wani, Advisor to Hon’ble CM; Sh. Waseem Raja, Joint Director of Tourism.
Addressing the gathering, Sh.Omar Abdullah, said, “J&K is ideally placed for Adventure tourism. Adventure tourism is about offering exciting experiences in a safe, sustainable and repeatable manner. Hence, as Adventure tour operators, you bear a significant responsibility to ensure their safety. ATOAI is doing commendable work by setting robust guidelines to ensure safe adventure tourism. We need to embrace responsible and sustainable tourism practices to protect our planet collectively at the individual and organisational level to mitigate the effects of climate change.
Sh. Ajeet Bajaj, President, ATOAI, said, “We are working with all state governments to regulate adventure tourism and strengthen its safety framework. Adventure tourism is a global industry valued at 680 billion USD. We are committed to offering an unstinted partnership to the government of J&K, and we look forward to taking adventure tourism to newer heights. As custodians of a major part of the mighty Himalayas, our key initiatives are developing mega trails- especially the Western Himalayan and Eastern Himalayan trails”.
Sh. Suman Billa(IAS), AS & DG Tourism, MOT, Govt of India, said, “Hosting the Convention in Srinagar creates a strong statement of confidence, resilience and renewal of tourism in J&K, both in India and globally, following the unfortunate incident earlier this year. Adventure tourism plays a crucial role in generating employment, enhancing border tourism and also enabling visitor dispersal.”
The event concluded with the launch of the ‘J&K Adventure Tourism Roadmap and Toolkit’ and an award felicitation ceremony. The delegates later enjoyed a cruise on the Dal Lake and the Char Chinnar.
Day 2-Impactful Panel Discussions and Cultural Immersion
The second day of the 17th Annual ATOAI Convention began on an exhilarating note as the delegates enjoyed the newly inaugurated hot air balloon ride at the SKICC, Srinagar.
President Ajeet Bajaj waxed eloquent about the ‘7 Sigma in Adventure Tourism’, followed by an engaging panel discussion on ‘J& K: New Horizons ‘ featuring esteemed dignitaries of J&K Tourism. The highlight was an impressive panel discussion featuring a stellar line-up of speakers, including the Ajeet Bajaj, Ravi Gosain, Satish Sehrawat, Presidents of ATOAI, IATO, and ITTA respectively, along with Rajeev Mehra and Vaibhav Kala, Sr.Vice President, ATOAI. The session was expertly moderated by Aashish Gupta, Consulting CEO, FAITH. The panellists collectively pledged to work in close collaboration with the Government of Jammu & Kashmir to strengthen the region’s tourism ecosystem.
Later, delegates visited the Craft Bazaar and toured the Pashmina shawl factory, offering a first-hand glimpse into the rich artistic heritage of Kashmir. The day concluded with a valedictory session, soul-stirring cultural performances and a lavish gala dinner.
Day 3: One-day field trip to Gulmarg/Sonmarg/Pehalgam.
In Gulmarg, the delegates received a warm welcome from Tahir Wani, Assistant Director Tourism Gulmarg, followed by a visit to the Maharaja Palace and the Convention Centre. The highlight of the trip was Asia’s highest Gondola ride ascending to nearly 13,000 feet, offering breath-taking views of the valley and snow-capped mountains-an experience to cherish for a lifetime.
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