Nestled in the Himalayas, Jammu and Kashmir has long been celebrated as “Paradise on Earth,” its snow-draped peaks, serene lakes, and vibrant culture drawing millions annually. Yet, five months after the devastating April 22, terrorist attack in Pahalgam’s Baisaran meadow, which claimed 26 lives, mostly tourists, the Valley’s tourism sector faces an existential crisis. What was going to be a banner year, building on 2024’s record 2.36 crore visitors, has turned into a tale of empty hotels, shuttered destinations, and desperate pleas from local stakeholders.
The attack, carried out by terrorists, sent shockwaves across. In its immediate aftermath, tourists fled en masse, with airlines deploying extra flights to facilitate evacuations and cancellations surging to 80-95% across the Kashmir Valley. Within a week, over 20 lakh bookings through June were scrapped, costing the sector hundreds of crores in revenue. The ripple effects extended beyond borders, reigniting India-Pakistan tensions and prompting international travel advisories that further deterred visitors.
As we mark six months since the tragedy, the dip in tourism remains stark. Hotel occupancy in Kashmir hovers at a dismal below 20%, a far cry from the bustling seasons of yesteryears. Visitor numbers have plummeted by up to 95%, with September current seeing just a few thousands. Houseboats on Dal Lake sit idle, shikara operators lament lost livelihoods, and roadside vendors stare at empty stalls. The economic fallout is profound: tourism, which employs lakhs directly and indirectly, has left many in dire straits, from ponywallahs in Pahalgam and Gulmarg to artisans in Srinagar.
Adding to the distress, key tourist sites, including meadows and trekking routes, remain closed for security reasons, despite government claims of normalcy. Chief Minister Omar Abdullah has highlighted this contradiction, noting that while the state markets tourism externally, restricted access undermines these efforts. A modest 20% rise in arrivals falls short of expectations, with hopes of visitors from places like Kolkata and West Bengal yet to materialize. Hoteliers, grappling with vacant rooms despite 70% discounts, demand urgent measures, site re-openings, robust security assurances, and a high-profile appeal from Prime Minister Narendra Modi to restore confidence. They seek compensation for losses, aggressive marketing, and infrastructure upgrades like all-weather roads to resorts like Sonamarg essential steps to avert the industry’s collapse.
Compare this with Ladakh, where strategic vision is transforming challenges into opportunities. Indian Army’s newly inaugurated 91-kilometer Hanle-Chumar road along the Line of Actual Control with China bolsters defense while opening remote attractions like the Hanle observatory and Tso Moriri to tourists. The dual-purpose infrastructure promises economic growth through jobs and community integration, despite volatile borders. If Ladakh can harmonize security and tourism, why does Kashmir falter?
The government must act swiftly. Reopening sites with enhanced security, launching a national campaign to rebuild trust, and investing in robust infrastructure that can revive the Valley’s allure. Kashmir’s paradise cannot afford to fade into obscurity. Bold, coordinated action is the only path to ensure this jewel shines again, safeguarding both its people and its promise.