‘Ladakh is waiting’ drive launched to woo tourists

In response to the sharp decline in footfall of tourists in wake of Pahalgam attack last month, the All Ladakh Hotel and Guest House Association (ALHAGHA) has launched a campaign titled ‘Ladakh is Waiting’.

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“At the core of the campaign is a short film — a tender visual narrative that captures the deep struggles faced by Ladakh’s hospitality industry. Tourism, the backbone of the region’s economy, supports thousands of families. Today, with occupancy rates nearing zero, every village, hotel, and homestay is waiting — not just for guests, but for a lifeline” an official spokesperson of government said.

He said that this campaign is a call for solidarity to everyone who has visited Ladakh, worked here, or holds it close to their heart. “It's time to show your love. We urge you to share the film, talk about Ladakh, and help us bring back the visitors who breathe life into our mountains” the spokesperson said.

Ladakh's tourism sector, which is heavily reliant on tourism, was badly hit following the April 22 Pahalgam terror attack in Jammu and Kashmir that left 26 people, mostly tourists, dead.

The 3.21-minute video shot around Dolma homestay highlighted the strain on the people connected with the tourism sector due to tour cancellations and almost zero arrivals in the past month.

ALHAGHA president Rigzin Wangmo Lachic, a first generation hotelier, said the tourism industry in Ladakh has been devastated by the recent events.

“Ladakh has always welcomed the world with open arms - with its mountains, culture, and unmatched hospitality. Today, with occupancy levels nearly at zero, every village, hotel, and homestay is waiting not just for guests, but for a chance to survive,” Lachic said.