TTT NEWS NETWORK
SRINAGAR | 12 AUGUST 2026
In a major step forward for the Indian tourism industry, the Tourism India Alliance (TIA) and the Ecotourism Association of Kashmir (ETAK) officially signed a Memorandum of Understanding (MoU) today in Srinagar. The historic agreement was executed by Mr. Mukesh Jain, Executive Vice President of TIA, and Mr. Sameer Baktoo, President of ETAK, establishing a strategic alliance focused on sustainable tourism growth, economic collaboration, and destination preservation.
The landmark event was graced by Chief Guest Justice Hasnain Masoodi (Retd.), MLA Pampore. Speaking at the ceremony, Justice Masoodi acknowledged the immense potential of the partnership and highly appreciated the formulation of the MoU, noting its critical role in balancing regional tourism growth with ecological preservation.
The partnership bridges TIA’s expansive and growing national network of about 600 members across 96 Indian cities—comprising tour operators, Destination Management Companies (DMCs), hotels, and destination specialists—with ETAK’s deep local expertise in environmental conservation and community-based tourism.
Speaking at the signing ceremony in Srinagar, Mr. Mukesh Jain emphasized that the agreement extends far beyond standard industry paperwork. “Today’s MoU will not become just another document in a file,” Mr. Jain stated. “On behalf of TIA, I assure that the signing of this MoU is the beginning of a new era of tourism growth for all stakeholders in Jammu & Kashmir and across the country. TIA and ETAK shall be working hand in hand to make it happen.”
The collaborative framework outlines several core initiatives designed to deliver immediate value to the members of both organizations, including but not limited to:
• Product Development: Co-creating innovative travel products, experiential itineraries, and tailored packages.
• Market Expansion: Jointly promoting Kashmir across TIA’s nationwide network and co-participating in national and international travel exhibitions.
• MICE & Experiential Travel: Driving growth in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector while highlighting Kashmir’s unique cultural heritage and adventure potential.
• Knowledge Sharing: Organizing specialized training, workshops, and skill- development programs for local tourism stakeholders.
• A central pillar of the TIA-ETAK alliance is a shared commitment to environmental stewardship and “reach with responsibility.” Both organizations will actively campaign to educate travellers on respecting Kashmir’s delicate ecosystems, protecting its iconic lakes and mountains, and directly supporting local economies.
Mr. Jain issued a call to action to the broader tourism fraternity, adding, “Let us promote Kashmir responsibly. Kashmir has given so much to tourism and to travellers from across the world. Now it is our responsibility to give something back—by promoting it, protecting it, and helping it grow in the right way.”
The event concluded with an expression of mutual gratitude, signalling the launch of a long-term, meaningful partnership dedicated to the sustainable prosperity of Jammu & Kashmir’s tourism ecosystem.
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