Following Pahalgam terror attack, Kashmir’s tourism industry has been hit hard. While on that tragic day, all the tourist destinations were abuzz with tourists from all over the country, the very next, these happening places were deserted. Since then the governments, both in New Delhi and in Srinagar, have been trying to revive the industry again and in this regard, in a significant boost to Jammu & Kashmir’s tourism profile, the Union Ministry for Tourism is organising two-day Tourism Secretaries’ Conference of all States and Union Territories at the Sher-i-Kashmir International Conference Centre (SKICC), Srinagar, on 7th and 8th July 2025, for the first time in Jammu & Kashmir
This is a very big and practical step as it will bring together the Tourism Secretaries and Heads from across the country for high-level deliberations on collaborative policy-making and strategic planning in the tourism sector. As per the official sources, the conference will focus on tourism-related budget announcements for 2025–26, destination development and infrastructure initiatives, review of sanctioned projects, promotion and marketing strategies, investment opportunities and film tourism promotion.
It goes without saying that a huge chunk of population in Jammu and Kashmir is directly or indirectly affiliated with tourism. In Jammu, the main activity remains the pilgrim tourism, in Kashmir, it is sightseeing, trekking, skiing and leisure trips etc. From past few years, the tourist foot-fall had increased manifold and thus a lot of jobless educated people had been able to earn a dignified livelihood. But the enemy was waiting in wings with its dirty planning and executed the same on April 22, 2025. Besides killing 27 innocent civilians, it attacked and destroyed the livelihood of thousands of families.
It is heartening to note that Union Government is making all efforts to revive tourism. The other day, union agriculture and rural development minister, Shivraj Singh Chouhan appealed to the countrymen to visit Jammu and Kashmir, saying, “people here are waiting to welcome with their hearts filled with love and warmth. So, come here without fear and set a new example of love and brotherhood.” Earlier, union minister for tourism Gajendra Singh Shekhawat visited Kashmir, had detailed meeting with Chief Minister, Omar Abdullah and discussed with about broad range of initiatives aimed at boosting tourism infrastructure, promoting heritage and cultural sites, and creating sustainable livelihood opportunities for local communities. After meeting Sajjad Ahmad Bhat, who had carried an injured tourist to safety after the attack, the minister said, “His selfless act is the real reflection of the spirit of Kashmir — brave, compassionate, and unwavering.”
Such reassuring statements from the top leadership of the nation and now the announcement of having a national lever tourism conference here are clear indications that the Union Government is too keen and serious to help revive tourism. It is expected that once Amarnath Yatra concludes successfully, people are expecting that peoples’ confidence would restored and they would start visiting Kashmir again.
