Srinagar, May 16, 2025: Jammu and Kashmir Chief Minister Omar Abdullah announced a comprehensive tourism revival plan on May 15 to counter the severe economic fallout from the April 22, 2025, Pahalgam terror attack, which claimed 26 lives, predominantly tourists. The attack triggered widespread fear, resulting in a 90% cancellation rate of tourist bookings and a significant drop in registrations for the upcoming Shri Amarnath Ji Yatra, scheduled from July 3 to August 9, 2025. Speaking at a high-level meeting with tourism stakeholders in Srinagar, Abdullah outlined a structured strategy to restore confidence among visitors and bolster the region’s vital tourism sector.
Addressing hoteliers, houseboat operators, tourist taxi drivers, and other stakeholders, Omar Abdullah emphasised the need for a well-thought-out approach to be developed in collaboration with the Tourism Department after the Amarnath Yatra concludes. He proposed exploring loan deferments for at least two quarters to alleviate financial pressures on small-scale entrepreneurs struggling with overhead costs and employee retention. To enhance the tourist experience, Abdullah suggested reintroducing cultural performances by local artists, restarting laser fountain shows, and creating new attractions to draw visitors back to Kashmir.
The Chief Minister expressed optimism about rebuilding Kashmir’s image as a safe destination, noting that several organizations and individuals have offered to participate in joint promotional campaigns. He pledged to personally engage in these efforts to project Kashmir’s warmth and hospitality. Additionally, Abdullah committed to advocating for a comprehensive relief package from the Central government, including financial aid and interest relief, to support the struggling tourism industry.
The Pahalgam attack, one of the deadliest targeting civilians in recent years, has cast a shadow over the region’s tourism prospects, with the upcoming Amarnath Yatra—a pilgrimage that drew over 512,000 devotees in 2024—seen as a critical opportunity to restore confidence. Authorities are enhancing security along the Yatra’s Pahalgam and Baltal routes and reviewing infrastructure and sanitation improvements to ensure a smooth experience. Abdullah underscored the Yatra’s potential to send a message of peace, urging stakeholders to adopt a result-oriented approach to revival efforts.
The meeting concluded with a consensus among stakeholders, including the Hoteliers Association, to pursue a sustained strategy for long-term resilience.As Jammu and Kashmir prepares for the 2025 Amarnath Yatra, the tourism revival plan aims to leverage the region’s natural beauty and cultural heritage to reclaim its status as a premier tourist destination.
