Pahalgam, December 20,2025-After a prolonged lull of nearly six months, the picturesque hill resort of Pahalgam in south Kashmir has once again begun to bustle with life as tourists return in encouraging numbers, bringing much-needed cheer to locals whose livelihoods depend heavily on tourism.
The revival marks a significant turnaround for the famed destination, often called the “Valley of Shepherds”, which had witnessed a sharp decline in tourist footfall due to a mix of seasonal factors, weather disruptions, and security-related apprehensions earlier this year. With the onset of clearer weather and renewed confidence among visitors, hotels, restaurants, ponywalas, and local traders are finally seeing business pick up.
Tourists from various parts of the country, including Delhi, Maharashtra, Gujarat, and West Bengal, have started arriving in Pahalgam to experience its snow-dusted peaks, pine forests, gushing Lidder River, and serene meadows such as Betaab Valley, Aru Valley, and Chandanwari.
“We were unsure initially, but the situation here feels completely peaceful and welcoming. The natural beauty is unmatched,” said a tourist from Mumbai, visiting Kashmir for the first time with his family.
Local Economy Gets a Boost
For local stakeholders, the return of tourists is more than just a seasonal event—it is a lifeline. Hoteliers report a noticeable increase in room bookings, while taxi operators and pony service providers say daily earnings have improved after months of struggle.
“The last six months were extremely difficult. There were days when we had no customers at all. Now, with tourists coming back, there is hope again,” said a hotel owner in Pahalgam market.
Shawl sellers, handicraft vendors, and small eateries have also welcomed the renewed activity, noting that even a modest increase in tourist flow has a ripple effect across the local economy.
Administration and Security Measures
Officials attribute the revival to sustained efforts by the administration to ensure safety, improve infrastructure, and promote Kashmir as a safe travel destination. Enhanced security arrangements, better road connectivity, and cleanliness drives have helped reassure visitors.
Tourism department officials said that promotional campaigns and positive word-of-mouth have played a key role in restoring tourist confidence.
“Pahalgam remains one of the safest and most beautiful destinations in the Valley. We are hopeful that the footfall will continue to rise in the coming weeks,” an official said.
Signs of a Stronger Season Ahead
With the upcoming peak tourist season and the annual Amarnath Yatra also approaching in the coming months, stakeholders are optimistic that Pahalgam will witness a stronger and more sustained tourism revival.
Local residents say the return of tourists has also lifted morale, bringing back the vibrant atmosphere that defines the town during good seasons.
“When tourists come, Pahalgam feels alive. Their presence brings smiles, work, and stability to our lives,” said a pony handler near Chandanwari.
Hope Returns to the Valley
The resurgence of tourism in Pahalgam is being seen as a positive signal for the broader tourism sector in Jammu and Kashmir, which remains a cornerstone of the region’s economy. As visitors once again stroll along riverbanks, click photographs against snow-clad mountains, and enjoy Kashmiri hospitality, the return of normalcy is evident.
For now, Pahalgam’s revival stands as a reminder of the Valley’s enduring appeal and resilience, offering hope that the coming months will bring sustained growth and prosperity.
