Vinod Chandrashekhar Dixit
Tourism is the mainstay of the economy of Jammu and Kashmir, a federally-administered territory, and the unprecedented targeting of tourists in Pahalgam sent shockwaves through India. Tourism in Jammu and Kashmir is gradually recovering after the Pahalgam terror attack on April 22, 2025, which claimed 26 lives and led to widespread cancellations. The Pahalgam attack has severely impacted Jammu and Kashmir’s tourism industry, which contributes 7-8% to the region’s GDP. The region has seen a phased reopening of major tourist destinations, with Lieutenant Governor Manoj Sinha announcing the revival efforts.
Tourists have started arriving in large numbers. Tourists from states like Maharashtra and Gujarat have started returning to key destinations like Gulmarg and Pahalgam and the visitors have expressed satisfaction with security arrangements and the warm hospitality of locals. More than 2 months after a deadly attack in Indian-administered Kashmir scared away tourists and brought India and Pakistan to the brink of war but now with the improved security measures, visible deployment of forces in sensitive zones, and proactive reassurance from the Jammu and Kashmir administration, tourists have now became informal ambassadors of normalcy, sharing photos and stories of peaceful experiences on social media. Kashmir’s booming tourism season, the Valley is bouncing back—with tourists returning, hotels filling up and hope outpacing fear. Tourists who have visited the valley since the attack are expressing their satisfaction with the security arrangements and the warm hospitality of locals.
The targeted killings of tourists in Pahalgam in Jammu and Kashmir took place at a time when the region was witnessing a tourism boom. The number of visitors was at a 15-year high and the Union Territory’s own revenue generation had started showing signs of improvement. The tourism sector has long been a cornerstone of Kashmir’s economy, and the impact of the attack was devastating.
Kashmir’s tourism sector is slowly finding its footing again as tourists begin to return to the valley, though numbers are still relatively small. Chief Minister Omar Abdullah has been at the forefront of efforts to reinstate normalcy to Kashmir’s tourism sector. Chief Minister Omar Abdullah also assured people that the government is taking multiple measures to ensure that tourists remain safe and secure in their homeland. It is to be appreciated that the government is engaging with institutions like the World Bank to promote new destinations and develop necessary infrastructure and the centre has also identified five focus areas to support locals, including financial assistance and promoting religious and adventure tourism. While speaking at the Travel & Tourism Fair in Kolkata, Chief Minister Omar Abdullah has said that West Bengal and J&K have always shared a bond that goes beyond economic relations, or that of host and guests. Adding further, he rightly pointed out that even when tourism was in a lull during the 1990s, he said that people from Bengal and Gujarat were the first to head back to J&K that helped revive business. The Central government is also facilitating official meetings and visits by parliamentary delegations here, which will further enhance confidence and contribute to an increase in tourist numbers. The Modi government is planning a major tourism push for Jammu and Kashmir following the Pahalgam massacre. Now, in order to sustain tourism, it is essential to promote responsible tourism practices that respect the local culture, environment, and community. Community-based tourism initiatives can help ensure that the benefits of tourism are shared equitably among locals. Sustainable tourism practices can help more to conserve Kashmir’s natural beauty and cultural heritage for future generations.
The return of tourists to Kashmir is indeed a promising sign for the region’s economic and emotional recovery. Tourism plays a vital role in Kashmir’s economy, and its revival can have a positive impact on the local community. The revival of tourism can instil hope and optimism in the local community, which can be essential for emotional healing.
(The author is a freelancer and can be reached at [email protected])
