Pickyourtrail, known for building customised international holidays, announcea its foray into domestic travel, starting with Kashmir. But this is no ordinary launch. As Kashmir reels from recent events that have shaken both its people and its tourism-dependent economy, Pickyourtrail’s entry is guided not by market opportunity—but by intention.
Tourism accounts for nearly 8% of Jammu & Kashmir’s Gross State Domestic Product, according to the state’s Economic Survey. That translates to an industry worth over ₹20,000 crore annually. In a region where nearly 90% of industrial employment is driven by MSMEs—most of them seasonally tied to tourism—every cancelled booking doesn’t just affect hotels and cab drivers. It hits their livelihoods. It affects hope. And it slows down a region that deserves to rise.
“We’ve always believed that travel is about more than just visiting places. It’s about the people, the culture, and the stories we take back,” said Hari Ganapathy, Co-Founder of Pickyourtrail. “What Kashmir needs right now isn’t sympathy—it’s solidarity. As travellers, we mustn’t turn away from a region when it needs us most. This is not about business; it’s about belief.”
Pickyourtrail’s curated Kashmir itineraries will be designed to bring together immersive local experiences, verified stays, and on-ground partners committed to hospitality and safety. The company is also working with its ecosystem of partners to ensure that the benefits of every trip go back to the communities that make the journey special.
Pickyourtrail’s decision to enter the domestic market through Kashmir also reflects the changing priorities of the Indian traveller. With more people seeking deeper, more meaningful experiences closer to home, there is an opportunity to build a new kind of tourism—one that is mindful. This move aligns with the Indian government’s ‘Discover Bharat’ campaign and the enhanced domestic airport connectivity, which have collectively bolstered domestic travel.
“Our promise has always been simple: no gimmicks, no sugar-coating, just travel done right,” Hari added. “And when we say we stand by our travellers, it also means standing by the
communities we travel to. It’s time we all remember that travel isn’t just about escape. It’s equally about responsibility.”
This is just the beginning of Pickyourtrail’s “Year of Udaan” — a renewed commitment to building experiences that are rooted in trust, powered by technology, and led by purpose
