Jahangeer Ganaie
Pahalgam, Apr 21: A year after the tragic terror attack in the Baisaran meadows of Pahalgam that shook Kashmir’s tourism industry to its core, signs of revival are slowly emerging across the Valley, bringing a sense of cautious optimism among those whose livelihoods depend on the sector.
On April 22, 2025, at least 26 persons, mostly tourists were killed in a brutal attack that led to an abrupt decline in tourist arrivals, leaving hotels empty, businesses shut, and thousands grappling with severe financial distress.
The incident dealt a heavy blow not only economically but also emotionally to the region, long known for its hospitality and scenic charm.
With the onset of spring season this year Pahalgam and other popular destinations are witnessing a gradual but steady return of visitors. Tourists in Pahalgam said that they feel safe and welcomed, countering the fears that had gripped the region following last year’s attack.
“We have not seen such hospitable people anywhere else. Kashmir is peaceful and safe, and we have not faced any security concerns during our visit,” said a group of tourists in Pahalgam, reflecting a growing confidence among travellers.
Local stakeholders, who bore the brunt of last year’s downturn, say the recent uptick in tourist flow has revived hope for recovery.
Hotelier Zakir Ahmad said that while the numbers are still below pre-attack levels, the improvement over the past few weeks is encouraging. “There has been a gradual increase in tourist arrivals over the last few weeks. After what we went through last year, even this modest rise feels significant. We are hopeful that the coming months, especially the peak summer season, will be much better,” he said.
Echoing similar sentiments, pony operator Aadil Ahmad, whose earnings depend entirely on tourist activity, said the return of visitors has brought much-needed relief. “Last year was extremely difficult for us. There was hardly any work, and many of us struggled to make ends meet. Now we are seeing more tourists coming in, and we hope this trend continues so that we can recover our losses,” he said.
Handicraft dealer Ghulam Rasool Malik also expressed optimism, noting that business has started picking up after months of stagnation. “Tourism is the backbone of our economy. When tourists come, everyone benefits—from shopkeepers to transporters. We are hopeful that this year will bring stability and growth after the setbacks we faced,” he said.
Officials and stakeholders alike believe that sustained peace and positive word-of-mouth from tourists will play a crucial role in restoring Kashmir’s image as a safe and welcoming destination.
Data from last year highlights the severe impact of the April 2025 attack. While the first four months of 2025 saw strong tourist inflows—April alone recording over 2 lakh visitors—the numbers plummeted drastically in the months immediately following the attack, particularly in May and June, reflecting the sudden loss of confidence among travellers.
Over the course of 2025, Pahalgam recorded a total footfall of over 10 lakh visitors, including domestic and foreign tourists as well as locals.
However, stakeholders point out that the distribution was uneven, with peak months disrupted and the overall season falling short of expectations.
With early signs of recovery visible, the local economy—deeply intertwined with tourism—is pinning both financial and emotional hopes on a sustained revival.
“We just want people to come and see for themselves that Kashmir is safe and welcoming,” said a local stakeholder. “Tourism is not just our livelihood, it is our identity. We believe better days are ahead.”
As summer approaches, all eyes are on whether this gradual recovery will gather momentum, offering much-needed relief to thousands dependent on the Valley’s tourism industry.
