Srinagar, April 20: One year after the Pahalgam terror attack, tourism in Kashmir is showing steady signs of revival, with improved visitor inflows, renewed hotel occupancy, and a gradual return of confidence among travellers and stakeholders.

Tourism operators say the situation, which had sharply declined in the immediate aftermath of the 2025 attack in Pahalgam, has significantly improved this year due to enhanced security arrangements, targeted promotion campaigns, and rising domestic travel demand.
Hotels and houseboat owners in Srinagar, Gulmarg, and Pahalgam report better bookings compared to last year, especially during the ongoing spring and early summer season. Popular destinations such as Dal Lake, Betaab Valley, Gulmarg Gondola, and Sonamarg are once again witnessing a visible presence of tourists.
Travel agents say advance bookings for the upcoming peak summer months indicate further improvement, with families from across India increasingly choosing Kashmir as a preferred destination. They attribute the revival to coordinated efforts by the tourism department, improved road connectivity, and consistent safety assurances from authorities.
Officials in the tourism department say promotional campaigns and participation in national travel fairs have helped rebuild confidence. They also highlight that local stakeholders, including hoteliers, shikara operators, and guides, have played a key role in restoring the sector’s momentum.
However, industry players caution that the recovery is still gradual and fragile, stressing the need for sustained peace, infrastructure upgrades, and better last-mile facilities to ensure long-term stability.
Locals associated with the tourism trade say the revival has brought relief to thousands of families dependent on the sector, which is one of the key contributors to Kashmir’s economy.
While challenges remain, the overall sentiment across the Valley’s tourism industry is optimistic, with hopes that the coming season will mark a stronger and more stable recovery trajectory.