J&K tourism sees revival, pilgrims express satisfaction: CM Omar Abdullah

Srinagar, July 10, 2025 – Jammu and Kashmir’s tourism sector is experiencing a robust recovery, with a steady increase in tourist arrivals and high satisfaction among pilgrims visiting the region, Chief Minister Omar Abdullah announced on Wednesday. Speaking to reporters in Kolkata ahead of the Travel & Tourism Fair (TTF) 2025, Abdullah highlighted the resurgence of tourism despite the setback caused by the April 22 Pahalgam terror attack, which had temporarily deterred visitors.The Chief Minister’s remarks come as the ongoing Amarnath Yatra, which began on July 3, has already seen over 1.11 lakh pilgrims paying obeisance at the holy cave shrine, signaling a strong return of faith-driven tourism. Abdullah’s proactive efforts to promote the Union Territory (UT) as a safe and welcoming destination, including his participation in the Kolkata tourism fair, underscore the government’s commitment to restoring J&K’s status as India’s premier tourism hub.Tourism Revival Post-Pahalgam AttackThe April 22 terror attack in Pahalgam’s Baisaran meadow, which claimed 26 lives, including 25 tourists and a local pony ride operator, had severely impacted tourist confidence. However, Abdullah noted that the region is now witnessing a positive surge, with Pahalgam once again bustling with activity. “The last time I was in Pahalgam, I cycled through a market that was all but deserted. Now, tourists from various parts of the country compete for space with local picnickers,” he shared in a post on X on June 23, 2025.

The government’s initiatives, including Operation Sindoor—a security operation launched to reassure visitors—and increased logistical support for the Amarnath Yatra, have contributed to this revival. On July 9, Abdullah told reporters in Kolkata, “Tourists are coming back to Kashmir in good numbers. The Amarnath Yatra has also begun, and pilgrims have been coming in good numbers on both the Pahalgam and Baltal routes. I talked to some pilgrims, and they are all happy”.

Amarnath Yatra: A Key IndicatorThe Amarnath Yatra, a significant driver of pilgrimage tourism, has seen heavy footfall this year, with 18,633 pilgrims undertaking the trek on July 8 alone via the twin routes of Nunwan-Pahalgam in Anantnag and Baltal in Ganderbal. The administration has scaled up facilities, including 15 on-the-spot registration counters, accommodation for over 50,000 pilgrims across 100 centers, and Radio Frequency Identification (RFID) tags for safety. Lieutenant Governor Manoj Sinha recently reviewed arrangements at the Nunwan Base Camp, ensuring a hassle-free experience for devotees.

Government and Stakeholder EffortsAbdullah emphasized the collective responsibility of the government and tourism stakeholders to sustain this momentum. During the Jammu and Kashmir Tourism Revival Dialogue on June 27, organized by FICCI and the J&K Tourism Department, he announced the SPREAD initiative, aimed at developing nine new tourist destinations across Kashmir and Jammu with multilateral funding support. “We can’t confine ourselves to three or four destinations. Jammu offers pilgrimage and border tourism; Kashmir offers scenic, cultural, and adventure tourism,” he said.

The Chief Minister also called for an overhaul of tourism assets during board meetings of the Sher-i-Kashmir International Convention Centre (SKICC) and Jammu & Kashmir Tourism Development Corporation (JKTDC) on July 9. He stressed the need for MICE (Meetings, Incentives, Conferences, and Exhibitions) branding for SKICC, partnerships with Online Travel Aggregators (OTAs) for JKTDC properties, and smart metering to prevent revenue leakages.

Kolkata Tourism Fair and “Chalo Kashmir” CampaignAbdullah’s visit to Kolkata was part of a strategic outreach to promote J&K tourism. He inaugurated a dedicated Kashmir roadshow organized by the Travel Agents Society of Kashmir (TASK) on July 10, a day before the official opening of the TTF Kolkata 2025. The “Chalo Kashmir” campaign, launched by Kolkata’s tourism players post the Pahalgam attack, has urged travelers to support the region’s economy, further amplifying the government’s efforts.

Commissioner Secretary, Tourism, Yasha Mudgal, echoed Abdullah’s optimism, stating on July 8 that tourist footfall is steadily rising and expected to match last year’s figures soon. “The tourism sector in Jammu and Kashmir is bouncing back and once again emerging as a preferred destination for travelers,” she said.

Tourism and Amarnath Yatra

Official StatementsChief Minister Omar Abdullah, addressing reporters in Kolkata, said, “The situation is not as bad as it is being portrayed. A good number of tourists have started coming, and the Amarnath Yatra has also begun. Pilgrims are happy with the situation there”. Union Tourism Minister Gajendra Singh Shekhawat, speaking at the National Tourism Secretaries’ Conference in Srinagar on July 8, reinforced this narrative, stating, “Tourism in Kashmir is recovering after the Pahalgam terror attack, thanks to initiatives by the central and J&K governments”.

KeywordsJammu and Kashmir, tourism revival, Omar Abdullah, Amarnath Yatra, Pahalgam terror attack, pilgrims, connectivity, SPREAD initiative, Kolkata Tourism Fair, Chalo Kashmir, SKICC, JKTDC, scenic tourism, pilgrimage tourism, adventure tourismConclusionThe revival of Jammu and Kashmir’s tourism sector, as highlighted by Chief Minister Omar Abdullah, marks a significant milestone in the region’s recovery from the April 22 Pahalgam terror attack. With robust pilgrim turnout for the Amarnath Yatra, strategic initiatives like SPREAD, and promotional campaigns such as “Chalo Kashmir,” the UT is steadily reclaiming its position as a top tourist destination. The government’s focus on safety, infrastructure, and diverse tourism offerings signals a promising future for J&K’s economy and cultural heritage