Srinagar, June 16, 2025 – One month after the devastating terror attack in Pahalgam on April 22, 2025, which claimed 26 lives, including 25 tourists and a Nepali guide, foreign tourists are cautiously returning to Jammu and Kashmir, signaling a gradual revival of the region’s tourism sector. The attack, attributed to The Resistance Front (TRF), an offshoot of Lashkar-e-Taiba, had led to widespread cancellations and a sharp decline in visitor numbers, with Srinagar International Airport reporting a 50% drop in flight operations and hotel occupancy in Pahalgam plummeting to 10%. Despite lingering fears, recent efforts by the Jammu and Kashmir government, tourism stakeholders, and local communities are fostering a sense of normalcy and encouraging tourists to return.
The Jammu and Kashmir administration, led by Chief Minister Omar Abdullah and Lieutenant Governor Manoj Sinha, has taken proactive steps to restore confidence. On May 27, Abdullah chaired a cabinet meeting in Pahalgam, a symbolic gesture to demonstrate safety and solidarity with locals. The government has reopened 16 of the 48 tourist destinations closed post-attack, including Badamwari Garden, Duck Park, and Taqdeer Park in Srinagar, as well as other spots like Siyad Baba, Sulla Park, and Devi Pindi. These reopenings, announced by Sinha on June 14, aim to boost footfall in a phased manner. A tourism official noted that major destinations like Pahalgam, Gulmarg, Sonamarg, and Dal Lake remain open, with only 4-5% of offbeat locations still temporarily closed.
Local and domestic tourism has seen a modest uptick, particularly after Eid holidays, with Kashmiri families and visitors from Punjab returning to Pahalgam. Foreign tourists, though fewer in number, are also trickling back, drawn by discounted travel packages and assurances of enhanced security. The Tourism Department, in collaboration with stakeholders, launched a “Fame Tour” offering 50% discounts on packages to project normalcy. Additionally, a roadshow from Srinagar to Pahalgam, organized by shikara operators, hoteliers, and travel agents, aimed to convey that Kashmir is safe, though it was halted 30 kilometers from Pahalgam due to security concerns. Prominent voices, such as Shaadi.com founder Anupam Mittal, have also encouraged tourism by publicly booking trips to Kashmir, urging others to support the region’s economy.
The launch of the Vande Bharat train connecting Srinagar with Katra on June 6, flagged off by Prime Minister Narendra Modi during his first visit to Jammu and Kashmir post-attack, has further boosted optimism. The Udhampur-Srinagar-Baramulla Railway Line (USBRL) is expected to enhance travel safety and accessibility, potentially offsetting the attack’s impact. Hoteliers and tour operators, including the Jammu and Kashmir Hoteliers Club, have reported a slow but steady return of visitors, with groups like eight judges from the Punjab and Haryana High Court recently touring the Valley.
Despite these efforts, challenges remain. The attack’s aftermath saw a severe economic toll, with hotel occupancy rates dropping drastically and hundreds of tourism-related jobs lost. Airlines like IndiGo, SpiceJet, and Air India have requested waivers on user development and aviation security fees at Srinagar airport to encourage travel. Security measures have been intensified, with increased checkpoints and a crackdown on suspected terror associates, though the perpetrators of the Pahalgam attack remain at large, with a Rs 20 lakh bounty announced for information on three suspects.
Local residents, while welcoming the return of tourists, continue to grapple with livelihood losses. The Jammu and Kashmir government is planning school and college excursions, conferences, and tour delegations to sustain the momentum. Tour operators are hopeful that a successful Amarnath Yatra could further revive tourism, which saw three million visitors last year. As Kashmir fights a “war of perception,” initiatives like these aim to restore its image as a safe and welcoming destination.
