Opinion To get back to normalcy after the Pahalgam attack, J&K needs a tourism boost

After agriculture and horticulture, tourism is one of the major economic activities in the region. Allied sectors like handicrafts, handlooms and transport are heavily dependent on tourism as they have limited access to the outside market. Tourism contributes over Rs 10,000 crore to the Union Territory’s economy, with more than 30 lakh Kashmiris directly involved in this sector.

Since 2019, tourism has been one of the major indicators of the central government’s normalcy narrative, which has encouraged people to visit Kashmir. The favourable outcome of that narrative is that more than 9.2 million tourists have visited Kashmir over the past six years. The unprecedented surge in tourist footfall has led to at least 5 lakh tourist arrivals in the first quarter of 2025, which was expected to boost the local economy and raise hopes for a vibrant season ahead.

However, in the immediate aftermath of the attack, tourists rushed to flee the valley. Pre-booked stays and tours were cancelled, crippling businesses across key tourist destinations. Airfares soared sharply, prompting the Minister for Civil Aviation, Ram Mohan Naidu, to instruct airlines to avoid fare surges. According to the Pahalgam Hotels and Owners Association (PHOA), hotel occupancy in Pahalgam — home to more than 1,500 hotels — has plummeted to just 10 per cent. As a result, hundreds of employees have been laid off in the region.

The situation elsewhere in the valley is no better. The Jammu and Kashmir government had shut down 48 of the 87 tourist destinations across Kashmir as a precautionary measure. Popular spots like Doodhpathri, Kokernag, Duksum, Sinthan Top, Aharbal, Bangus Valley, Margan Top, Tosamaidan, Kousarnag, Habba Khatoon Point, and Ringawali Tangmarg have been declared off-limits to tourists. The closure has left tour operators, transporters, and small business owners anxious, with many fearing a complete washout of the peak tourist season.

In an effort to rebuild confidence and revive tourism, Chief Minister Omar Abdullah and his cabinet decided to temporarily shift out of Srinagar and hold meetings in Pahalgam and Gulmarg. On May 27, the J&K Cabinet, along with top civil and police officials, held its meeting not at the usual civil secretariat in Srinagar but at a resort in Pahalgam.
While hoteliers and others associated with the tourism industry welcomed the move, more concrete measures are needed to restore the flow of tourists and rebuild livelihoods.

What needs to be un(done)

One of the most damaging setbacks came from the way Kashmiris were portrayed in sections of the Indian mainstream media after the Pahalgam attack. Sensationalist and negative coverage reinforced harmful stereotypes, casting suspicion over an entire population. This media-driven fear has made it difficult for many tourists to feel secure about visiting Kashmir, even when the actual situation on the ground has turned stable.

Undoing this narrative must be the first step. A correction in the national narrative is essential, through responsible journalism, fact-based reporting, and persistent efforts to showcase the warmth, hospitality, and resilience of the Kashmiri people. Rebuilding trust requires an honest portrayal of reality.

Equally important are confidence-building measures on the ground. Regular visits by top officials to key tourist destinations can signal political stability and safety. Targeted assurance campaigns and a visible government presence in tourist areas can help change perceptions. Swift restoration of tourism infrastructure is also necessary. Popular destinations should be reopened in phases after comprehensive security evaluations.
Financial support is key to reviving livelihoods. Hoteliers, transporters, guides, and shikara owners affected by the recent crisis need immediate relief through interest-free loans, subsidies, or compensation packages.
Lastly, local communities must be actively involved in tourism planning. Their participation not only ensures that economic benefits reach the grassroots but also fosters a sense of ownership and accountability that is vital for long-term sustainability.

Gani teaches Politics at Government Degree College, Beerwah, Jammu and Kashmir. Jamal is Kashmir-based lawyer and columnist