The Kashmir Chamber of Commerce & Industry express its dismay on the announcement of the Director General (Tourism) , Government of India, Mr. Satyajeet Rajan which assumes significance when he says that organisation like CII, FICCI etc should be involved in tourism promotion activities of the State. This sort of statement has been made by him at that point of time when tourism to state has been made to suffer its worst mainly because of continuous out of proportion high lighting of law and order picture of Kashmir quite adverse to tourism inflow as affected by certain TV channels. There is hardly any effort by Tourism Department Government of India to address this issue in coordination with state government and local stake holders. One should not ignore this fact that despite conditions not being congenial to tourism to state was doing considerably well in tourism till 2014. There has not been any effort made by Tourism Department, Government of India to sit with the local Tourism stake holders so as to know their plight because of drastic drop in Tourism arrivals to Kashmir during past three years. Are the local trade & tourism organisations incapable of handling our tourism promotional activities ? Or is the lure of 2000 Crore grant to the State for Tourism infrastructure ? The Kashmir Chamber of Commerce & Industry suggests that the best way forward is to hire consultants of proven track record to guide Department of Tourism & local stakeholders. The change of strategy for promotion every now and then have proved futile in the past. The answer lies in the judicious and effective use of resources instead of ad-hoc, non-productive and extravagant events.(KNO)