Until April 2025, Kashmir’s tourism landscape was on an unrelenting upward curve. The first four months of the year had set unprecedented benchmarks for domestic footfall. Srinagar, Gulmarg, Sonamarg, and Pahalgam were witnessing record occupancy, aided by expansive air connectivity, the launch of the semi-high-speed Vande Bharat rail corridor into the valley, and a concerted marketing push across Indian metros. For the first time since the abrogation of Article 370 in 2019, the region’s tourism sector was not merely reviving, it was thriving.
According to figures released by the Jammu & Kashmir Tourism Department, Kashmir welcomed over three million domestic tourists in 2024. Srinagar Airport had scaled to managing over 50 flights a day by April, with hotels in both capital cities reporting 80 to 85 per cent occupancy. Pahalgam, in particular, was gaining traction as a year-round destination with the introduction of winter carnivals, snow-biking activities, and a notable increase in registered homestays. The travel trade was buoyant, packages were selling, and the region’s hospitality stakeholders were doubling down on investments.
The April Attack That Shook India’s Crown
Then came 22 April.
The mass shooting at Baisaran Valley near Pahalgam sent shockwaves through the industry. A group of heavily armed terrorists targeted tourists in what was later described as the deadliest attack on civilians in the valley in over a decade. 26 civilians were killed, including several Hindu and Christian tourists, along with a local Muslim pony operator who attempted to shield the victims. The atrocity, carried out by members of the Resistance Front, drew immediate national and international condemnation.
Sudden Collapse and Economic Fallout
Within 72 hours, the tourism sector in Kashmir collapsed. The panic was swift. Tourists evacuated en masse, cancelling not just their existing bookings but also those for upcoming months, including the pivotal Amarnath Yatra period. Up to 80 per cent of bookings across the region were scrapped. Hoteliers reported occupancy plummeting to single digits. Travel agents across Delhi, Mumbai, Ahmedabad, and Bengaluru faced a deluge of refund requests. The ripple effects were immediate: shikara operators, guides, pony-men, local transport providers, and artisans were abruptly cut off from their livelihoods.
Sectors dependent on tourism: handicrafts, horticulture-linked agri-tourism, and event-based MICE travel also experienced a downturn. In Srinagar, once-busy houseboats sat deserted. The dynamic that had fuelled Kashmir’s tourism resurgence was turned on its head in a matter of hours.
Security Response and Government Intervention
In the aftermath, the administration’s response was two-pronged: enforce security and repair perception. The Lieutenant Governor’s office coordinated with local police to ensure a swift cordon and search operation in Pahalgam and adjoining districts. Within weeks, the region witnessed a heightened deployment of paramilitary forces at all major tourist destinations. Simultaneously, the Ministry of Tourism and the Jammu & Kashmir Tourism Department activated their crisis communications strategy.
Rail as a Symbol of Resilience
One of the immediate confidence-building measures came in the form of the launch of the Katra-Srinagar Vande Bharat Express. Inaugurated in early June by Prime Minister Narendra Modi, the train’s arrival was heavily publicised as a symbol of resilience and progress. The messaging was clear: Kashmir remains open, safe, and welcoming. The launch was followed by high-profile visits by central and state leadership, including the Tourism Minister’s inspection of key sites across the Valley.
Adding to the symbolic value of this rail link is the engineering marvel of the Chenab Bridge, the world’s highest railway bridge, which forms part of the Udhampur-Srinagar-Baramulla Rail Link. Its completion has not only improved all-weather access to the Valley but has also emerged as a visual icon of India’s commitment to integrating Kashmir into the national tourism grid.
Reclaiming the Narrative
Chief Minister Omar Abdullah played a crucial role in shaping the recovery narrative. Addressing a travel trade convention in Srinagar in mid-June, Abdullah acknowledged the economic devastation caused by the attack but urged stakeholders not to allow terror to dictate the region’s future. His now-viral statement, “Snow will melt. Spring will come again,” was picked up by national media and widely disseminated across digital platforms.
Marketing Realignment and Ground Campaigns
Marketing campaigns were swiftly realigned. Industry associations launched the ‘Tap & Konnect Kashmiriyat’ initiative in coordination with the tourism board. It focused on cultural immersion, safety assurance, and short-term incentives for domestic travellers. Familiarisation trips for journalists, influencers, and top-tier travel agents from across India were conducted in late June to counter the fear narrative that was visibly present. Special emphasis was placed on amplifying stories of local heroism during the attack, particularly the pony men and guides who risked their lives to save others.
Return of Tourism, Albeit Cautious
By the last week of June, Srinagar’s Dal Lake once again saw shikaras returning to service, albeit at reduced capacity. In Pahalgam, the return of the first group of Amarnath Yatra pilgrims brought cautious optimism. Travel agents began reporting enquiries from Tier II cities where price sensitivity drove spontaneous travel decisions. Many operators revised their packages to include rail connectivity, more flexible cancellation terms, and shorter-duration itineraries that favoured weekend travel.
A Changed Landscape for Stakeholders
Nevertheless, the scars of the attack remain fresh. By early July, Kashmir’s tourist numbers were still estimated to be 40 per cent below projected benchmarks. Foreign tourist arrivals, already negligible, virtually disappeared. However, domestic leisure travel, especially among repeat visitors familiar with the region, showed gradual signs of return.
From a B2B perspective, the episode has prompted a re-evaluation of operating frameworks in conflict-sensitive geographies. Travel wholesalers have begun insisting on trip insurance clauses, dynamic pricing models, and optional rerouting for itineraries involving Pahalgam. Destination management companies are investing more heavily in real-time crisis communication tools, satellite phones for off-grid tours, and curated experiences that combine security with novelty, such as guided heritage walks led by ex-servicemen or women-only group departures guided by local Kashmiri hosts.
Continued Infrastructure Development
Tourism infrastructure continues to advance. Despite the April setback, projects such as the Pahalgam Gondola and Aru Valley Ski Lift are progressing. Hotel chains including Radisson, IHCL, and Marriott have publicly reaffirmed their commitment to the region. The Katra Marriott’s successful May opening served as a bellwether of industry confidence. The houseboat sector, a barometer of international interest, is being revitalised through digital listings and heritage conservation funds.
Notably, the hospitality industry in Kashmir has demonstrated resilience shaped by decades of operating in a state of flux. Local hoteliers and restaurateurs, while shaken, are accustomed to disruption and have developed instinctive contingency models. For example, many properties have temporarily repurposed their spaces for conferences, training seminars, and local weddings, helping offset the loss in traditional tourist revenue.
Outlook and Industry Sentiment
As of early July, industry sentiment is cautiously optimistic. Key travel aggregators are beginning to see a gradual uptick in Kashmir package queries, especially those routed through the Vande Bharat Express. Analysts predict a full recovery by winter 2025, contingent on continued security stability and confidence-building measures.
Kashmir remains a high-reward market requiring nuanced engagement. The events of April 22 have postulated the need for agile strategy, deep local partnerships, and contingency planning. However, they have also revealed an enduring truth: Kashmir’s tourism is not only driven by landscapes, but by its people: the guides who stayed behind, the houseboat owners who lit their lanterns again, and the communities who continue to say, with resolve, “We are open. We are ready. Welcome back.”
In the months ahead, the travel trade will need to walk the tightrope between caution and conviction. But as history has shown time and again, Kashmir’s tourism story may bend, but it will never break.
