Srinagar, June 18, 2025 — Margret, a European traveler, stood in the serene meadows of Gulmarg and declared, “This place is safe. Come to paradise.” Her words capture the renewed optimism sweeping through Jammu and Kashmir as the region’s tourism industry bounces back from the devastating Pahalgam terror attack on April 22, 2025. The attack, which killed 26 people, including 25 tourists, briefly disrupted Kashmir’s vibrant tourism sector. Yet, less than two months later, the Valley is reclaiming its title as India’s crown jewel, with visitors returning to its breathtaking landscapes and warm hospitality.
The Pahalgam attack, attributed to Pakistan-backed militants from The Resistance Front (TRF), targeted civilians in Baisaran Valley, marking one of Kashmir’s deadliest assaults in decades. The immediate aftermath saw a sharp decline in tourism, with cancellations spiking to 90% and 48 tourist sites temporarily shuttered. India’s strong response, including suspending the Indus Waters Treaty and closing the Attari-Wagah border, underscored the geopolitical tensions. However, Kashmir’s spirit remains unbroken, and the region is witnessing a remarkable recovery.
“Pahalgam is bustling again,” shared a visitor from Delhi, while a local hotelier in Sonamarg noted a 50% rise in bookings since May. The Jammu and Kashmir administration, under Chief Minister Omar Abdullah, has worked tirelessly to restore normalcy. Abdullah’s public appearances at tourist hotspots and assurances of enhanced security have reassured travellers. The “Rally for Valley” campaign, backed by the Travel Agents Association of India, has further bolstered Kashmir’s image as a safe, welcoming destination.
Kashmir’s locals, embodying the ethos of “Kashmiriyat,” have played a pivotal role. From candlelight vigils condemning the attack to heartfelt hospitality, residents have shown solidarity with visitors. “Kashmir is our home, and tourists are our guests,” said Aisha, a shikara operator on Dal Lake. Hoteliers are offering steep discounts—up to 60%—to lure travelers, while the upcoming Amarnath Yatra, set for July 3, is expected to draw thousands, further boosting the economy.
The region’s allure remains undeniable: snow-draped peaks in Gulmarg, serene meadows in Pahalgam, and the tranquil waters of Dal Lake. Despite the economic hit—tourism accounts for 7-8% of Jammu and Kashmir’s GDP—Kashmir is proving its resilience. Margret’s call to “come to paradise” echoes the sentiment of countless others who see the Valley not just as a destination, but as a testament to hope and harmony.
