As the security situation since last few months has seen a gradual increase in normalcy in Jammu and Kashmir, especially the Kashmir valley, it is time for the government to promote Kashmir through the prism of tourism. Before the situation turned ugly this year, tourism sector of Jammu and Kashmir was having a bumper time and it seems that time has come when we should work towards sustainable tourism seasons for the valley. For government, it is time to promote Kashmir and its tourism in other states and union territories of India as we all know how vital sector the tourism is for our economic growth. The government must actively pursue the idea of promoting Kashmir so that the sector will get a kick start again not only for this season but for the upcoming seasons as well. The government should constitute teams that can promote Kashmir as safe and secure tourist destination. In this regards, the government can seek the help of tour and travel operators of Kashmir, which can play a crucial role in reviving this ailing sector of the Valley. Some years ago, the travel operators participated in Travel and Tourism Fair in Mumbai where more than 1500 tour and travel operators participated. It exposed Kashmir’s tour industry to the dynamic tourism sector within India. Not only was the Fair a forum for interaction among operators working in India but the presence of 22 international tour operators, including people from Malaysia, Singapore, Japan, Thailand and Mauritius provided an opportunity for getting an account of international markets. In present given situation to restore the hard hit sector what is needed is a solid commitment from the government to stick to its agenda of identification of new tourist spots, promotion of pilgrim tourism, golf tourism and heritage sites in length and breadth Kashmir valley. The new areas and sites that have been identified by the government need to be promoted as eco-tourism spots on the basis of a plan formulated by professionals from various fields. Time and again travel and tour bodies of Kashmir have impressed upon the need to promote the tourism industry to the fullest. As tourism was declared as an industry, benefits and safeguards need to be provided by the government to bring the sector back on track. Formation of tourism promotion board with representation from within the government and travel and tour bodies can also provide an impetus in reviving the tourism economy of the newly formed union territory.