Gulmarg, April 28, 2025 – Amid the shadow of the Pahalgam terror attack that killed 26 people, including 25 tourists, on April 22, 2025, a group of Gujarat tourists visiting Gulmarg has made a heartfelt appeal to travelers not to cancel their plans to explore Jammu and Kashmir. Highlighting the warmth and support of local Kashmiris, the tourists emphasized that the region’s people are not connected to the violence and urged others to experience Kashmir’s beauty and hospitality firsthand.
The tourists, speaking to local media during their visit to the scenic ski resort of Gulmarg, expressed gratitude for the kindness shown by residents despite the recent tragedy. “People should not cancel their visit to Kashmir. Whatever has happened, local Kashmiris have nothing to do with that,” said one tourist from Gujarat. “They are very helpful, and we urge everyone to come here.
The Pahalgam attack led to an initial exodus of visitors, with tourist numbers in Pahalgam plummeting from 5,000–7,000 daily to just 50–100. The Jammu and Kashmir Hotels and Restaurants Association reported an 80% cancellation rate, with 13 lakh bookings scrapped for August. However, Gulmarg, located in Baramulla district, has remained a beacon of hope, with tourists continuing to visit its snow-capped slopes and lush meadows, undeterred by the violence elsewhere.
The Gujarat tourists’ experience in Gulmarg underscores the Kashmiri hospitality that has become a hallmark of the region. Locals, including drivers, hotel staff, and pony riders, have gone out of their way to ensure visitors feel safe and welcome. “Our driver prioritized our safety, never once asking about our background,” one tourist noted, echoing stories of Kashmiri locals offering shelter and support to stranded travelers post-attack. These acts of kindness have resonated deeply, with visitors like those from Gujarat sharing videos and messages praising the community’s compassion.
Chief Minister Omar Abdullah, addressing the J&K Legislative Assembly, echoed the tourists’ call, urging travelers not to abandon Kashmir. “The attackers targeted tourists to scare them away, but leaving now would mean letting them win,” he said during a session that observed a two-minute silence for the victims. The Assembly’s resolution condemned the attack and reaffirmed the region’s commitment to peace and harmony, aligning with efforts to restore confidence in tourism, which contributes 8% to J&K’s GDP and supports over 3 lakh livelihoods.
Security measures have been ramped up to reassure visitors. The National Investigation Agency is probing the attack, while the Jammu and Kashmir Police and Border Security Force have intensified patrols and checkpoints across tourist hubs like Gulmarg, Srinagar, and Sonamarg. The Gulmarg Gondola, briefly halted after a separate attack in October 2024, is now operational, welcoming visitors to Asia’s highest cable car ride. These efforts have bolstered confidence, with 921 tourists arriving in the valley on April 26 and 1,121 on April 27, according to National Conference MLA Altaf Wani.
The tourism industry, though shaken, is showing signs of recovery. Mushtaq Chaya, chairman of the Kashmir Hoteliers Association, praised the resilience of locals and tourists alike, noting, “Our guests are our pride, and we stand with them.” Travel companies like EaseMyTrip and Cleartrip have offered flexible cancellations, but many tourists, inspired by experiences like those in Gulmarg, are choosing to stay or plan future visits. Posts on X have highlighted this sentiment, with users sharing stories of Kashmir’s spirit and urging others to support the region.
The Gujarat tourists’ appeal reflects a broader narrative of resilience and solidarity. By choosing to visit Gulmarg and share their positive experiences, they are helping rebuild trust in Kashmir as a safe and welcoming destination. As the valley heals, their message serves as a powerful reminder that Kashmir’s hospitality and beauty endure, inviting travellers to join in its journey toward peace.