Srinagar, May 19, 2025: Jammu and Kashmir witnessed a historic surge in tourism in 2024, with a record-breaking 9.2 million tourists visiting the region. According to a recent Right to Information disclosure and the Jammu and Kashmir Economic Survey 2024–25, the tourism sector generated ₹619.26 lakh in revenue and contributed approximately ₹10,000 crore to the Union Territory’s economy — roughly 5% of its Gross State Domestic Product .
Tourism has emerged as a vital pillar of Jammu and Kashmir’s economy following the abrogation of Article 370 in 2019, with significant government focus on improving infrastructure and accessibility. The Gulmarg Gondola, one of the world’s highest cable cars, and the scenic towns of Pahalgam and Sonamarg have been central to the region’s tourism revival.
However, the sector suffered a severe blow in early May 2025 after a deadly terrorist attack in Pahalgam resulted in the deaths of at least 26 tourists. The incident has triggered widespread cancellations, with the Kashmir Chamber of Commerce and Industry estimating over 13 lakh bookings withdrawn across hotels, houseboats, and tour operators.
In Gulmarg, occupancy dropped dramatically — only 50 out of 1,150 hotel rooms were filled in the week following the attack. Industry stakeholders report an estimated immediate loss of ₹400–₹500 crore due to the fallout, driven by both domestic and international cancellations.
“This is a huge setback. Just as we were getting back on our feet post-COVID and political instability, this attack has brought us back to square one,” said Asif Ahmad, a hotelier in Pahalgam.
To restore confidence and revive the inflow of visitors, the tourism department has launched a high-profile roadshow campaign from Srinagar to Pahalgam. The initiative includes cultural programs, media engagement, and stakeholder meetings to reassure tourists about enhanced security and government support.
Officials have also urged travel companies to offer flexible rebooking and refund policies. “We’re asking all operators to show solidarity and help tourists who were affected by the recent incident,” said a senior tourism official.
Despite the challenges, the government remains optimistic about a gradual rebound, especially ahead of the Amarnath Yatra — one of India’s major annual pilgrimages. Security has been stepped up, and special measures are being taken to ensure the safety of pilgrims and tourists alike.
Tourism remains a critical source of employment in Jammu and Kashmir, supporting over 2 million people either directly or indirectly. Experts warn that any prolonged disruption could have cascading effects on local livelihoods, particularly in rural and mountainous regions.
While the road ahead may be uncertain, industry leaders and officials alike are banking on resilience — and the unmatched beauty of the Valley — to help tourism bounce back once again.
