Reinvigorate Tourism Sector

As the world marks World Tourism Day, it presents an important moment for Jammu and Kashmir to reassess and rejuvenate its tourism sector, considered as a vital pillar of the region’s economy and identity. Tourism in J&K has faced a sharp decline over the past five months, following the tragic terror attack in Pahalgam on April 22 this year, leaving 26 innocent civilians dead. The incident dealt a blow to the perception of safety, leading to reduced tourist footfall across the Valley. This slump has directly impacted thousands who rely on tourism for their livelihoods, from hoteliers and transporters to artisans and guides. The government has made strides in developing infrastructure, promoting destinations and supporting tourism-based festivals. However, the current slowdown underlines the need for stronger and more strategic measures. Restoring confidence among travellers must be a top priority. Strengthening on-ground security, particularly in key tourist hubs, can reassure visitors. In parallel, sustained digital and media campaigns are needed to project J&K as a safe, vibrant and welcoming destination. Diversifying tourism beyond traditional spots is also essential. Promoting lesser-known destinations, eco-tourism, adventure sports, and cultural circuits can help attract a wider range of tourists while spreading economic benefits across the region. Equally important is involving local stakeholders, the communities who are the true custodians of hospitality and heritage. Their voices and insights must inform future tourism policies. World Tourism Day is a timely reminder of the sector’s role in building bridges and driving inclusive growth. For J&K, it is also a call to act to rebuild trust, showcase its unmatched beauty and reclaim its place as one of the top tourist destinations in the country. The potential is vast. What’s needed now is focused action and unwavering resolve.