SRINAGAR—Shopkeepers and guides launched a campaign to revive tourism after a difficult year, promising shawls, kahwa, and Wi-Fi that works until first snowfall ego.

Hotel owners said peace is the best advertisement; travel bloggers said peace is best with filter named Alpine Truth. Local youth offered heritage walks; uncle from Delhi offered lecture on packing sweater.

Tourism department said comeback is slow but real, like queue at dal lake ticket counter.