Vinod Chandrashekhar Dixit
Jammu and Kashmir remains one of the most iconic, scenic and culturally significant destinations in India and globally. Tourism is the lifeline of Kashmir’s economy. Tourism in Jammu and Kashmir is one of the most important sectors of the economy. Jammu and Kashmir, often referred to as “ Paradise on Earth”, has long been one of India’s most picturesque and culturally rich destinations.
In response to concerns over tourism following the Pahalgam terror attack on April 22, the Travel Agents Association of India (TAAI) has launched the “Let’s Visit J&K” or “Chalo Kashmir” campaign to encourage travel to the region. TAAI, the oldest and largest association representing the travel, tourism and hospitality industry in India’s campaign aims to restore the region’s vibrancy and support tourism revival.
Pahalgam is one of the most popular destinations in Kashmir, attracting lakhs of travelers due to its scenic locales. The town is also significant as one of the two routes to the Amarnath cave, a major pilgrimage site. According to the Pahalgam Hotels and Owners Association, the occupancy rate at the more than 1,500 hotels in Pahalgam has dipped to a mere 10%.Travel agents, transporters, hotel and restaurant owners are all bearing the brunt of the aftermath of the attack.
Tourism is main business of Jammu & Kashmir, which gives employment & business to lakhs of local people. This business can only flourish if there is peace and tranquility. Today the Srinagar’s most popular tourist destination, Nishat Mughal Garden, where many Hindi films have been shot over the years, bears a completely deserted look. We live in such a country that others dream of visiting and becoming wiser by the experience.
In order to revive tourism in Jammu and Kashmir, a multi-faceted and strategic approach is essential, one that ensures the safety of tourists, revitalises the economy, and puts an end to terrorism through strict and intelligent measures.
After PM Narendra Modi’s government scrapped Article 370 in 2019 the tourism was aggressively pushed. As per the data, more than 3 million tourists visited the region in 2024, a rise from 2.71 million visitors in 2023 and 2.67 million in 2022. The Narendra Modi-led government’s Kashmir outreach is based on ending its socio-economic alienation, with infrastructure being the core strategy. Countries across the world must unite to fight terror so that the innocent people of Kashmir can live in peace. It should also be the responsibility of every citizen to cooperate government as well as our armed force in the way of making terror free and peaceful Jammu & Kashmir. Good governance and good policy will address the problem to a very large extent.
To boost the inflow of tourists and revive tourism, the government had initiated measures such as road shows, promotional campaigns, and festivals to attract visitors.
These concerted efforts by the government will significantly alleviate public fears, foster a renewed sense of security and trust, and ultimately pave the way for the revival of tourism in the Kashmir valley, bringing much-needed economic relief and a return to normalcy. Tourism can be revived specially by curated events and activities.
We need to hold parliamentary consultative committee and parliamentary standing committee meetings in Jammu and Kashmir to discuss strong strategies. We should also consider engaging artists for cultural performances, restarting the laser fountain shows, and introducing other attractions to enhance the tourist experience.
Looking to the upcoming Amarnath Yatra, it is a good opportunity to spread a message to the rest of the country that Kashmir is peaceful and ready to welcome tourists with warmth and brotherhood and this will bring hope, confidence and tears down the threat of unemployment for locals who mostly depend on tourism.
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