In the wake of the tragic terrorist attack in Pahalgam, the wounds of Kashmir—both emotional and economic—have been laid bare once again. Chief Minister Omar Abdullah’s recent statement, urging the promotion of local tourism in Jammu and Kashmir, is not just a timely but crucial intervention. His call for renewed efforts to reinvigorate the Valley’s tourism sector from within resonates deeply for people who have long relied on the vibrancy of our scenic beauty and cultural richness to sustain their livelihood and identity. Tourism in Kashmir is more than an economic pillar—it is a lifeline that connects our people to the rest of country and the world. Every visitor who walks along the banks of the Jhelum, sails in a shikara on Dal Lake, or treks through the pine forests of Pahalgam contributes not only to the local economy but also to the collective image of a place seeking peace and normalcy. The April 22 attack in Pahalgam aimed to fracture that image, to spread fear and uncertainty. But as history has shown, Kashmir’s resilience is deeply rooted in our people and their undying spirit to rebuild. Omar Abdullah’s emphasis on promoting Kashmir’s tourist destinations locally before the peak season is pragmatic and visionary. By encouraging residents from other parts of Jammu and Kashmir—and the broader northern belt—to explore and support the Valley, a foundation can be laid for a safer, more controlled revival of tourism. This not only reassures potential travelers across the country but also empowers the local population to reclaim their narrative from fear to hope. The government must now act decisively on the Chief Minister’s vision. A robust local tourism campaign, focused on weekend getaways, pilgrimage circuits, and cultural festivals, can help rebuild confidence. Security infrastructure must be visible yet non-intrusive, ensuring safety without stifling the warmth and hospitality Kashmir is known for. Partnerships with local businesses, hotels, and transport operators will be vital in creating curated experiences that reflect the Valley’s authentic charm. Moreover, digital platforms must be leveraged to tell Kashmir’s story from the ground up—not just through official channels, but through the voices of locals, artists, and visitors who continue to see the Valley not through the lens of conflict, but of culture, beauty, and promise. Kashmir has always been more than a destination; it is an emotion. The days ahead demand solidarity—not just in words, but in presence. Supporting Kashmir now, especially from within, is the first step toward ensuring that terror cannot define our destiny.