Srinagar, June 2025 — After enduring a severe blow from the tragic terror attack in Pahalgam’s Baisaran meadows on April 22, Kashmir’s tourism industry is gradually finding its footing. Although the shockwaves from the incident initially triggered mass cancellations and widespread fear among travelers, the Valley is now witnessing a slow but visible revival in tourist interest.
The attack, which claimed the lives of 25 tourists and one local guide, had led to a near standstill in tourism activity across key destinations. However, recent weeks have painted a more hopeful picture, with travelers—particularly from Maharashtra, Gujarat, and parts of South India—beginning to return to picturesque spots like Pahalgam, Sonamarg, Gulmarg, and Dal Lake.
👨💼 Government Steps In to Rebuild Trust
To restore public confidence, Jammu & Kashmir’s leadership has launched a focused campaign to promote safety and tourism. Chief Minister Omar Abdullah has been actively engaging with local stakeholders and conducting on-ground assessments.
Over the past month, the Chief Minister has visited Pahalgam and Gulmarg, accompanied by top officials, to inspect security arrangements and meet with hoteliers, guides, and transport unions.
“We want the world to know that Kashmir is safe, secure, and ready to welcome guests, just as it always has been,” Abdullah stated during a review meeting in Gulmarg. “Our focus is not only on security but also on promoting warmth, hospitality, and service excellence.”
🌄 Tourists Regain Confidence
Tourists currently holidaying in Kashmir have praised the local administration and hospitality services. Afsa Malik, a tourist from Gandhinagar, Gujarat, shared her experience:
“This is our first visit to Kashmir, and it has been beyond expectations. We felt safe throughout, whether at Dal Lake, Pahalgam, or Sonamarg. Security personnel are visible and helpful.”
Mohammad Aftab, who travelled from Ahmedabad with a group of seven families, said initial fears were quickly replaced with joy.
“We saw mixed opinions online, but recent vlogs and live updates from other travelers convinced us. Being here has proven how peaceful and welcoming Kashmir truly is.”
🤝 Tour Operators and Travel Promoters Join In
Travel agents and tour operators from Maharashtra and Gujarat have taken proactive steps by organizing familiarisation (FAM) tours to Kashmir. These initiatives aim to encourage travel agents and influencers to experience the Valley firsthand and promote it as a safe and serene destination.
Hotels in regions like Gulmarg and Sonamarg have reported a steady rise in inquiries and short-term bookings, although numbers are still below pre-incident levels.
“We’re cautiously optimistic,” said Akib Chaya, President of Hotelier Club Gulmarg. “The flow is still lower than usual for this season, but the direction is positive. Bookings are returning slowly, and we are hopeful for a better turnout in the coming weeks.”
Kashmir Tourism on Path to Recovery
📉 Tourist Footfall Still Below Average, But Momentum Building
While Kashmir isn’t yet seeing the peak volumes typical for this time of year, there’s no doubt that the sentiment among travelers is shifting. The tourism department is coordinating closely with airlines, local businesses, and transport operators to roll out targeted promotions, discount packages, and cultural festivals aimed at luring visitors back to the Valley.
“This recovery is emotional as much as it is economic,” said Shabir Qureshi, a houseboat owner at Dal Lake. “Tourism is our backbone. Every tourist returning to Kashmir is a symbol of faith in our home.”
