Welcome to Pahalgam Hotel and Restaurant Owners Association (PHROA).
PHROA is the only registered Hotel and Restaurant Owners Association of Pahalgam valley. The organization includes all leading and prestigious Hotels in and around Pahalgam. The fundamental aim of this association is to establish unity among the Hotel and Restaurant owners and to bring the small, medium, large Restaurants and Hotels under one umbrella so as to support and advocate on behalf of the hospitality industry.

PHROA believes in development of hospitality industry along with the changing time to overcome the challenging scenario of the trade through innovations and improvisation in the hospitality industry.

Pahalgam Hotel and Restaurant Owners Association (PHROA) works in tandem with the Department of Tourism, J&K Government to ensure promotion of travel and tourism for Jammu and Kashmir at national as well as at international level through seminars, road shows, digital as well as print media, sports events, trade fares and much more.