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Kashmir’s tourism industry has long been intertwined with its turbulent political and security landscape. From the 1960s to the 1980s, the Valley was a premier destination for domestic and international tourists, celebrated for its Mughal gardens, meadows, gushing streams, Dal Lake, snow-capped peaks, variegated biodiversity and salubrious climate.
The Kashmir Valley, often referred to as "Paradise on Earth," has long been a jewel in India’s tourism crown, drawing millions of visitors with its breathtaking landscapes, serene lakes, and rich cultural heritage. However, the tragic terror attack in Pahalgam’s Baisaran Valley on April 22, 2025, which claimed 26 lives, mostly tourists, has cast a long shadow over the region’s burgeoning tourism industry. Described as one of the deadliest attacks on civilians in Kashmir in recent decades, the Pahalgam massacre not only shattered lives but also disrupted the fragile economic revival that tourism had fostered in the region. With over 80% of upcoming bookings canceled and many tourist destinations temporarily closed, the incident has underscored the vulnerability of Kashmir’s tourism-dependent economy. Yet, it also presents an opportunity to rethink and reinvent tourism in the region, balancing economic recovery with enhanced security, sustainable practices, and a renewed narrative of peace and resilience. This essay explores the challenges posed by the Pahalgam episode, the historical context of tourism in Kashmir, and strategies to rebuild and reimagine the sector for a more resilient future.
The Pahalgam Episode: A Blow to Kashmir’s Tourism Revival
The attack in Baisaran Valley, a picturesque meadow often dubbed “mini-Switzerland,” was a stark reminder of the region’s volatile security landscape. Armed militants targeted tourists, killing 25 visitors and a local Kashmiri pony rider, Adil Hussain Shah, who heroically attempted to protect others. The Resistance Front (TRF), a lesser-known militant group, claimed responsibility, signaling a shift from their usual avoidance of targeting tourists. The attack led to immediate repercussions: hotels emptied, shops shuttered, and the streets of Pahalgam turned into a ghost town almost overnight. According to a survey by Local Circles, 62% of families with travel plans to Kashmir between May and December 2025 cancelled their bookings, while the Jammu and Kashmir Hotels and Restaurants Association reported that 90% of the 25 lakh tourists expected from April to August would likely not visit due to fear. The government’s response was swift, closing 48 resorts and over half of the tourist destinations in the Valley, including Doodhpatri and Verinag, citing security concerns.
The economic impact was profound. Tourism, while not the sole driver of Jammu and Kashmir’s economy, contributes significantly, accounting for approximately 15% of the Union Territory’s gross domestic product (GDP) and employing 50-60% of its workforce directly or indirectly. In 2024, the Valley welcomed 3.5 million tourists, a 15-year high, contributing to improved tax and non-tax revenue for the region. The Pahalgam attack threatened to reverse these gains, affecting not only hoteliers and tour operators but also artisans, shikara operators, taxi drivers, and pony riders who rely on the tourist season for their livelihoods. The ripple effects extended to related sectors like handicrafts, retail, and small businesses, which had begun to flourish alongside the tourism boom.
Historical Context: Tourism Amidst Conflict
Kashmir’s tourism industry has long been intertwined with its turbulent political and security landscape. From the 1960s to the 1980s, the Valley was a premier destination for domestic and international tourists, celebrated for its Mughal gardens, meadows, gushing streams, Dal Lake, snow-capped peaks, variegated biodiversity and salubrious climate. However, the turbulence that began in 1989, fuelled disturbance and political instability, severely disrupted tourism. Visitor numbers plummeted, and the region’s image shifted from a haven of natural beauty to a conflict zone. The period between 1989 and 1998 was particularly lean, with tourism coming to a near standstill.
The early 2000s saw a gradual recovery, with tourist arrivals rising from 2010 to 2012, a period marked by fewer terrorism-related incidents. However, numbers crashed again in 2018 and 2019 due to renewed unrest and the abrogation of Article 370, followed by the COVID-19 pandemic’s devastating impact. The post-2019 period, particularly after 2021, marked a significant revival, driven by the government’s “Naya Kashmir” vision, which emphasized integration, infrastructure development, and tourism promotion. By 2023, tourist footfalls reached 12.7 million in the first seven months, with 2024 seeing a record 23 million visitors, including 3.5 million to the Kashmir Valley alone. The introduction of border tourism in areas like Uri, Gurez, and Tangdhar further expanded the region’s appeal, showcasing its untouched beauty and fostering a sense of national unity. This resurgence was not just economic but also symbolic. Tourism became a barometer of peace, countering narratives of conflict and showcasing Kashmir’s hospitality and cultural richness. International tourists’ blogs and social media posts about their positive experiences helped dispel misinformation and attract more visitors. However, the Pahalgam attack exposed the fragility of this “normalcy narrative,” as described by Anuradha Bhasin, managing editor of Kashmir Times, who called it a “mirage.” The incident highlighted the need for a more robust and sustainable approach to tourism that accounts for the region’s security challenges.
Challenges in Rebuilding Tourism
The aftermath of the Pahalgam attack presents several challenges to reinventing tourism in Kashmir. First, the immediate loss of tourist confidence has led to mass cancellations and a sharp decline in future bookings. The government’s decision to close key destinations and suspend trekking activities has further limited access, impacting adventure tourism planners and local guides. For instance, Ashiq Nabi, an architect focused on adventure tourism, reported that months of planning and coordination were halted, A large number entrepreneurs and startups in tourism suffered heavy financial losses affecting economy and turned these into NPA’s effecting employability all over the J&K, UT. The attack has reignited tensions between India and Pakistan, raising fears of escalation and further destabilizing the region. India’s response, including detentions, raids, and the expulsion of Pakistanis living in India-administered Kashmir, has heightened insecurity among locals, some of whom face harassment outside the Valley. This geopolitical fallout complicated the efforts of restoring Kashmir’s image as a safe destination. The economic trickle down and causative effects have been significant. While tourism contributes a modest portion to Jammu and Kashmir’s GDP compared to agriculture (20%) and construction (8%), its symbolic and psychological importance is immense. The attack has stifled investor sentiment and household spending, affecting indirect tax collections and government spending. Many small business owners who invested heavily in reviving and plunged into self-employment are now face bankruptcy, with no income to repay debts or cover operational costs. The attack has exposed the limitations of relying on tourism as a primary indicator of peace. The government’s heavy promotion of tourism as a sign of normalcy has inadvertently made the sector a target for militants seeking to disrupt stability. This necessitates a shift in strategy to ensure tourism is both sustainable and resilient to such shocks and by ensuring lasting peace fro prosperity.
Strategies for Reinventing Tourism
To rebuild and reinvent tourism in Kashmir, a multi-faceted approach is essential, focusing on security, economic diversification, community engagement, and narrative-building. It would require restoring tourists confidence by building sustainable and robust security protocols. The government must invest in intelligence-driven operations to prevent future attacks, particularly in vulnerable areas like Baisaran meadow, which militants chose for its non-motorable terrain. Deploying advanced surveillance, increasing security personnel at tourist sites, and conducting regular safety audits can reassure visitors. Additionally, clear communication about safety measures, such as real-time advisories and emergency response plans, can mitigate fears. For the J&K, While tourism is a vital sector, over-reliance on it leaves the economy vulnerable and fragile. Promoting diverse tourism offerings, such as eco-tourism,medical tourism,edu- tourism, adventure tourism, and cultural tourism, can attract varied demographics. For example, expanding border tourism to lesser-known areas like Gurez and Tangdhar, which have seen success, can distribute tourist footfalls and reduce pressure on popular destinations like Pahalgam. Supporting extensively homestays, tourism startups and local startups, as seen in recent government initiatives, can empower youth , create sustainable livelihoods. reduce unemployment and pave way for peace and prosperity. Kashmiris have shown remarkable solidarity in condemning the attack and saving tourists during the chaos. Engaging communities in tourism revival efforts is crucial. Training programs for guides, artisans, and hospitality workers can enhance service quality and create a sense of ownership. Encouraging locals to share their stories of hospitality and resilience through media campaigns can counter negative narratives and rebuild trust.
The pattern of influx of tourists has raised concerns about environmental and cultural impacts. Promoting sustainable tourism, such as regulating visitor numbers, preserving natural sites, and supporting eco-friendly accommodations, can ensure long-term viability. The G20 Tourism Working Group meeting in Srinagar in 2023 highlighted global best practices for sustainable tourism, which Kashmir can adopt to align with Sustainable Development Goals (SDG
The Pahalgam attack targeted not just lives but the idea of unity and peace that tourism represents. A rebranding campaign emphasizing Kashmir’s resilience, cultural richness, and hospitality can counter hostile narratives. Collaborating with influencers, travel bloggers, and international media to showcase positive experiences can restore the region’s image. Highlighting local heroes like Adil Hussain Shah can humanize the narrative and inspire confidence. The government’s swift response, including arranging special flights and regulating airfares, was commendable. Continued collaboration with private stakeholders, such as tour operators and airlines offering flexible cancellation policies, can ease the transition for tourists. Financial relief packages for affected businesses, as urged by the Katra tourism body, can help small operators to recover from losses. Tourism as an industry offers opportunities for Kashmir’s youth to engage in entrepreneurship. Supporting startups in adventure tourism, event management, and digital marketing can create new revenue streams. Hospitability and caring for the tourist by common Kashmiri demonstrates the benevolence provides full potentials to a visitor and draw more visitors.
A Vision for the Future
Reinventing tourism in Kashmir post-Pahalgam requires a delicate balance of addressing immediate security concerns and building a resilient, sustainable industry. The attack, while devastating, has united Kashmiris in grief and solidarity, as evidenced by widespread protests condemning the violence. Chief Minister Omar Abdullah’s speech in the Jammu and Kashmir assembly, where he expressed anguish over the incident and highlighted the region’s collective rejection of terrorism, underscoring the potential for a unified response. Tourism in Kashmir is more than an economic driver; it is a symbol of peace, integration, and cultural pride. By investing in security, diversifying offerings, engaging communities, and rebranding the region, Kashmir can reclaim its status as a global tourism hotspot. The resilience of its people, the beauty of its landscapes, and the warmth of its hospitality remain unmatched. Past experiences of tourists must motivate them to travel to Kashmir and the locals tourism players and stakeholders must continue robust trends of hospitability going, and uphold and reinforcing Kashmir’s tradition of humane nature. With concerted efforts, the Valley can rise above the shadows of the Pahalgam episode, offering the world a renewed vision of paradise and keep Kashmir bustling with tourist arrivals.
Email:--------------hamwani24@gmail.com
Kashmir’s tourism industry has long been intertwined with its turbulent political and security landscape. From the 1960s to the 1980s, the Valley was a premier destination for domestic and international tourists, celebrated for its Mughal gardens, meadows, gushing streams, Dal Lake, snow-capped peaks, variegated biodiversity and salubrious climate.
The Kashmir Valley, often referred to as "Paradise on Earth," has long been a jewel in India’s tourism crown, drawing millions of visitors with its breathtaking landscapes, serene lakes, and rich cultural heritage. However, the tragic terror attack in Pahalgam’s Baisaran Valley on April 22, 2025, which claimed 26 lives, mostly tourists, has cast a long shadow over the region’s burgeoning tourism industry. Described as one of the deadliest attacks on civilians in Kashmir in recent decades, the Pahalgam massacre not only shattered lives but also disrupted the fragile economic revival that tourism had fostered in the region. With over 80% of upcoming bookings canceled and many tourist destinations temporarily closed, the incident has underscored the vulnerability of Kashmir’s tourism-dependent economy. Yet, it also presents an opportunity to rethink and reinvent tourism in the region, balancing economic recovery with enhanced security, sustainable practices, and a renewed narrative of peace and resilience. This essay explores the challenges posed by the Pahalgam episode, the historical context of tourism in Kashmir, and strategies to rebuild and reimagine the sector for a more resilient future.
The Pahalgam Episode: A Blow to Kashmir’s Tourism Revival
The attack in Baisaran Valley, a picturesque meadow often dubbed “mini-Switzerland,” was a stark reminder of the region’s volatile security landscape. Armed militants targeted tourists, killing 25 visitors and a local Kashmiri pony rider, Adil Hussain Shah, who heroically attempted to protect others. The Resistance Front (TRF), a lesser-known militant group, claimed responsibility, signaling a shift from their usual avoidance of targeting tourists. The attack led to immediate repercussions: hotels emptied, shops shuttered, and the streets of Pahalgam turned into a ghost town almost overnight. According to a survey by Local Circles, 62% of families with travel plans to Kashmir between May and December 2025 cancelled their bookings, while the Jammu and Kashmir Hotels and Restaurants Association reported that 90% of the 25 lakh tourists expected from April to August would likely not visit due to fear. The government’s response was swift, closing 48 resorts and over half of the tourist destinations in the Valley, including Doodhpatri and Verinag, citing security concerns.
The economic impact was profound. Tourism, while not the sole driver of Jammu and Kashmir’s economy, contributes significantly, accounting for approximately 15% of the Union Territory’s gross domestic product (GDP) and employing 50-60% of its workforce directly or indirectly. In 2024, the Valley welcomed 3.5 million tourists, a 15-year high, contributing to improved tax and non-tax revenue for the region. The Pahalgam attack threatened to reverse these gains, affecting not only hoteliers and tour operators but also artisans, shikara operators, taxi drivers, and pony riders who rely on the tourist season for their livelihoods. The ripple effects extended to related sectors like handicrafts, retail, and small businesses, which had begun to flourish alongside the tourism boom.
Historical Context: Tourism Amidst Conflict
Kashmir’s tourism industry has long been intertwined with its turbulent political and security landscape. From the 1960s to the 1980s, the Valley was a premier destination for domestic and international tourists, celebrated for its Mughal gardens, meadows, gushing streams, Dal Lake, snow-capped peaks, variegated biodiversity and salubrious climate. However, the turbulence that began in 1989, fuelled disturbance and political instability, severely disrupted tourism. Visitor numbers plummeted, and the region’s image shifted from a haven of natural beauty to a conflict zone. The period between 1989 and 1998 was particularly lean, with tourism coming to a near standstill.
The early 2000s saw a gradual recovery, with tourist arrivals rising from 2010 to 2012, a period marked by fewer terrorism-related incidents. However, numbers crashed again in 2018 and 2019 due to renewed unrest and the abrogation of Article 370, followed by the COVID-19 pandemic’s devastating impact. The post-2019 period, particularly after 2021, marked a significant revival, driven by the government’s “Naya Kashmir” vision, which emphasized integration, infrastructure development, and tourism promotion. By 2023, tourist footfalls reached 12.7 million in the first seven months, with 2024 seeing a record 23 million visitors, including 3.5 million to the Kashmir Valley alone. The introduction of border tourism in areas like Uri, Gurez, and Tangdhar further expanded the region’s appeal, showcasing its untouched beauty and fostering a sense of national unity. This resurgence was not just economic but also symbolic. Tourism became a barometer of peace, countering narratives of conflict and showcasing Kashmir’s hospitality and cultural richness. International tourists’ blogs and social media posts about their positive experiences helped dispel misinformation and attract more visitors. However, the Pahalgam attack exposed the fragility of this “normalcy narrative,” as described by Anuradha Bhasin, managing editor of Kashmir Times, who called it a “mirage.” The incident highlighted the need for a more robust and sustainable approach to tourism that accounts for the region’s security challenges.
Challenges in Rebuilding Tourism
The aftermath of the Pahalgam attack presents several challenges to reinventing tourism in Kashmir. First, the immediate loss of tourist confidence has led to mass cancellations and a sharp decline in future bookings. The government’s decision to close key destinations and suspend trekking activities has further limited access, impacting adventure tourism planners and local guides. For instance, Ashiq Nabi, an architect focused on adventure tourism, reported that months of planning and coordination were halted, A large number entrepreneurs and startups in tourism suffered heavy financial losses affecting economy and turned these into NPA’s effecting employability all over the J&K, UT. The attack has reignited tensions between India and Pakistan, raising fears of escalation and further destabilizing the region. India’s response, including detentions, raids, and the expulsion of Pakistanis living in India-administered Kashmir, has heightened insecurity among locals, some of whom face harassment outside the Valley. This geopolitical fallout complicated the efforts of restoring Kashmir’s image as a safe destination. The economic trickle down and causative effects have been significant. While tourism contributes a modest portion to Jammu and Kashmir’s GDP compared to agriculture (20%) and construction (8%), its symbolic and psychological importance is immense. The attack has stifled investor sentiment and household spending, affecting indirect tax collections and government spending. Many small business owners who invested heavily in reviving and plunged into self-employment are now face bankruptcy, with no income to repay debts or cover operational costs. The attack has exposed the limitations of relying on tourism as a primary indicator of peace. The government’s heavy promotion of tourism as a sign of normalcy has inadvertently made the sector a target for militants seeking to disrupt stability. This necessitates a shift in strategy to ensure tourism is both sustainable and resilient to such shocks and by ensuring lasting peace fro prosperity.
Strategies for Reinventing Tourism
To rebuild and reinvent tourism in Kashmir, a multi-faceted approach is essential, focusing on security, economic diversification, community engagement, and narrative-building. It would require restoring tourists confidence by building sustainable and robust security protocols. The government must invest in intelligence-driven operations to prevent future attacks, particularly in vulnerable areas like Baisaran meadow, which militants chose for its non-motorable terrain. Deploying advanced surveillance, increasing security personnel at tourist sites, and conducting regular safety audits can reassure visitors. Additionally, clear communication about safety measures, such as real-time advisories and emergency response plans, can mitigate fears. For the J&K, While tourism is a vital sector, over-reliance on it leaves the economy vulnerable and fragile. Promoting diverse tourism offerings, such as eco-tourism,medical tourism,edu- tourism, adventure tourism, and cultural tourism, can attract varied demographics. For example, expanding border tourism to lesser-known areas like Gurez and Tangdhar, which have seen success, can distribute tourist footfalls and reduce pressure on popular destinations like Pahalgam. Supporting extensively homestays, tourism startups and local startups, as seen in recent government initiatives, can empower youth , create sustainable livelihoods. reduce unemployment and pave way for peace and prosperity. Kashmiris have shown remarkable solidarity in condemning the attack and saving tourists during the chaos. Engaging communities in tourism revival efforts is crucial. Training programs for guides, artisans, and hospitality workers can enhance service quality and create a sense of ownership. Encouraging locals to share their stories of hospitality and resilience through media campaigns can counter negative narratives and rebuild trust.
The pattern of influx of tourists has raised concerns about environmental and cultural impacts. Promoting sustainable tourism, such as regulating visitor numbers, preserving natural sites, and supporting eco-friendly accommodations, can ensure long-term viability. The G20 Tourism Working Group meeting in Srinagar in 2023 highlighted global best practices for sustainable tourism, which Kashmir can adopt to align with Sustainable Development Goals (SDG
The Pahalgam attack targeted not just lives but the idea of unity and peace that tourism represents. A rebranding campaign emphasizing Kashmir’s resilience, cultural richness, and hospitality can counter hostile narratives. Collaborating with influencers, travel bloggers, and international media to showcase positive experiences can restore the region’s image. Highlighting local heroes like Adil Hussain Shah can humanize the narrative and inspire confidence. The government’s swift response, including arranging special flights and regulating airfares, was commendable. Continued collaboration with private stakeholders, such as tour operators and airlines offering flexible cancellation policies, can ease the transition for tourists. Financial relief packages for affected businesses, as urged by the Katra tourism body, can help small operators to recover from losses. Tourism as an industry offers opportunities for Kashmir’s youth to engage in entrepreneurship. Supporting startups in adventure tourism, event management, and digital marketing can create new revenue streams. Hospitability and caring for the tourist by common Kashmiri demonstrates the benevolence provides full potentials to a visitor and draw more visitors.
A Vision for the Future
Reinventing tourism in Kashmir post-Pahalgam requires a delicate balance of addressing immediate security concerns and building a resilient, sustainable industry. The attack, while devastating, has united Kashmiris in grief and solidarity, as evidenced by widespread protests condemning the violence. Chief Minister Omar Abdullah’s speech in the Jammu and Kashmir assembly, where he expressed anguish over the incident and highlighted the region’s collective rejection of terrorism, underscoring the potential for a unified response. Tourism in Kashmir is more than an economic driver; it is a symbol of peace, integration, and cultural pride. By investing in security, diversifying offerings, engaging communities, and rebranding the region, Kashmir can reclaim its status as a global tourism hotspot. The resilience of its people, the beauty of its landscapes, and the warmth of its hospitality remain unmatched. Past experiences of tourists must motivate them to travel to Kashmir and the locals tourism players and stakeholders must continue robust trends of hospitability going, and uphold and reinforcing Kashmir’s tradition of humane nature. With concerted efforts, the Valley can rise above the shadows of the Pahalgam episode, offering the world a renewed vision of paradise and keep Kashmir bustling with tourist arrivals.
Email:--------------hamwani24@gmail.com
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