The All Ladakh Hotel and Guest House Association (ALHGHA) launched a new marketing campaign titled ‘Ladakh is Waiting’ to promote Ladakh as a safe and welcoming destination for tourists on May 27. The initiative aims to revive the region's tourism industry, which has been significantly impacted following the recent terror attack in Pahalgam.

The campaign includes a short promotional film also titled ‘Ladakh is Waiting’, which will be shared widely through digital platforms to reach both domestic and international audiences.

The launch event was attended by key tourism stakeholders including Tsewang Dorjey (President, ALTOA), Thinless Namgial (President, Taxi Union), Tashi Yountan (President, Ladakh Bikers Club - LBCL), Jigmet Raftan (President, LBA Youth Wing), members of ALHGHA, local influencers, and other members of the tourism industry.

Rigzin Wangmo, President of ALHGHA, emphasized the urgent need for such a campaign ahead of the peak travel season. “The hospitality industry has taken a serious hit after the Pahalgam incident. Many families and businesses that rely on tourism are under financial stress. This campaign is our effort to bring them hope and support,” she stated.

Lobzang Tsendol, ALHGHA member, highlighted the efforts made by the All Ladakh Tour Operators Association (ALTOA) in providing free accommodation to stranded tourists after the attack. “Tourism is the backbone of Ladakh. Entire households—through homestays, hotels, taxis, and support services—depend on it,” she said. “‘Ladakh is Waiting’ is not just a film, it is the voice of our people. It is a tender visual narrative that reflects the community’s resilience, warmth, hope, and readiness to welcome guests once again.”

Stanzin Jigmet, Co-founder of Pixel Challenger Films, the production partner for the campaign, shared that the film was completed within a week. “It is not just a collection of scenic shots with background music. It tells a story—a heartfelt message from Ladakh to the world—that we are here, waiting to welcome our guests.”