by Mir Farheen Fayaz
The situation is grim. No doubt about it. Kashmir has always rebounded. We have seen dark times before.
Tourism has always been the backbone of Jammu and Kashmir’s economy. From the snowy slopes of Gulmarg to the tranquil waters of Dal Lake, Kashmir welcomed travellers from around the world. At present, this very lifeline seems to be slipping away. Everything is shattered. Following recent events, especially the tragic Pahalgam incident, the tourism industry has suffered a severe blow, and the people whose lives depend on it are struggling as never before.
Tourism is not merely about scenic landscapes. It is deeply connected to people’s survival. It contributes about seven per cent to Jammu and Kashmir’s Gross State Domestic Product, amounting to nearly 18,550 crore rupees every year. More significantly, approximately two million people earn their livelihood through this sector. This includes hotel workers, taxi drivers, shopkeepers, guides, and small artisans who sell local crafts. The lower middle-class segment of Kashmir has been profoundly affected.
The ordeal of the COVID-19 pandemic is well remembered. Everything shut down. Kashmir’s tourism, like many other industries, collapsed entirely. Recovery began in 2022. That year alone, 1.89 crore tourists visited Jammu and Kashmir, with the Kashmir Valley receiving over 26 lakh visitors. This upward trend continued into 2024, when the region recorded a peak of 3.5 million tourists. The industry generated approximately 1.8 billion dollars in tourism-related income. It finally seemed that the wounds were healing.
From 3.5 million tourists in 2024 to ninety per cent cancellations in April 2025, Kashmir’s economy came to a standstill.
On April 22, 2025, everything changed. A terrorist attack occurred in the Baisaran meadow near Pahalgam. Twenty-five innocent tourists and a local pony riders from the Kashmir region lost their lives. As someone from the region, this incident struck close to home. The attack unleashed a wave of fear, not only among tourists but also among locals who depend on tourism for their livelihood.
A family friend in Pahalgam, who runs a guesthouse, told me that he had bookings for the next three months. Within days of the attack, all of them were cancelled. This was not an isolated case. Across Kashmir, over one million bookings were withdrawn. Many tourist agencies had to close their offices. Hotel workers were sent home. Entire livelihoods collapsed overnight.
I visited Pahalgam with my family. The silence in the streets was haunting. There were more stray dogs than tourists. Shops with colourful shawls and souvenirs stood closed. A pony rider named Younis told me that he had not earned a single rupee in over two weeks. He said that his children asked for milk, and he had to look away because he did not have the money.
The moment remained with me.
The impact has been devastating. Shops in tourist hubs like Pahalgam and Gulmarg stood empty. Some of my relatives in Anantnag, who depended on transport services, had not seen a single customer in weeks. A tour operator from Srinagar, whom I know, had invested heavily in marketing before summer, expecting a thriving season. Now his office was locked. People were being laid off from hotels.
My maternal uncle, who runs a travel agency, had a flourishing business employing more than seventy people, from office workers to drivers. Now his office was closed, not only because there was no source of income but also due to the cancellation of all bookings within three days after the attack. Some people were forced out of rented homes because they could not afford the rent. The disappointment and worry were visible on everyone’s face.
“We have not had a single guest since the attack. I am thinking of selling my hotel,” said Mohammad Altaf, a guesthouse owner in Pahalgam.
“I had just hired two young boys to help during the summer rush. Now I had to send them home. What will they eat?” asked Rehmatullah, a local shikara owner on Dal Lake.
“People see Kashmir only through headlines. But we are normal families trying to survive here,” said Shaista, a travel agent in Srinagar who closed her office temporarily after April.
Bilal, a forty-two-year-old pony rider in Pahalgam, told me that he had not earned a rupee since Eid. He used to feed his children by offering rides to tourists. Now he spent his days sitting near the empty meadows, waiting for someone to ask for a ride that never came.
In response to the attack, the Indian government launched Operation Sindoor, targeting terrorist bases across the border. While many within the country praised the operation, it added new complications. Several countries, including the United States and the United Kingdom, issued travel advisories against visiting Jammu and Kashmir. This worsened the situation. According to reports, the advisories led to a ninety per cent cancellation rate for travel bookings in the region.
As a young Kashmiri and an economics student, I see this not merely as a fall in GDP but as a collapse of our people’s spirit. Tourism is not a luxury in Kashmir; it is a lifeline. At this moment, it is choking.
In 2022, tourist arrivals in Jammu and Kashmir reached 1.89 crore. Expectations for 2025 stood at 4 crore visitors. These projections have now been revised down by seventy per cent. The sector’s economic contribution amounts to 18,550 crore rupees per year. More than two million jobs are at risk. The loss after the Pahalgam incident is estimated at 1,200 crore rupees within one month.
These numbers are significant. This period marks one of the most difficult challenges Kashmir’s tourism sector has faced. I strongly believe recovery is possible if we act smartly and support each other.
The government should introduce a Safe Kashmir Badge system. Hotels, taxis and guides that undergo background checks and certification could receive a green shield badge, similar to verified sellers on commercial platforms. This would signal reliability to tourists.
A 24/7 multilingual helpline and mobile application could improve safety. The service would provide live GPS tracking, SOS alerts and integration with police departments. Such measures would build confidence among tourists.
Tourist Police Volunteers could play an important role. National Cadet Corps cadets or students trained as part-time tourist volunteers could assist in cities such as Srinagar, Pahalgam and Sonmarg.
Visible and effective security is essential. Confidence takes time to rebuild.
Campaigns like From Gulmarg to Gurez: A Campfire in Every Corner and Hidden Kashmir Eco-tourism Camps should be introduced. Small, eco-friendly seasonal camps in lesser-known valleys such as Daksum, Lolab and Bungus would attract adventurous travellers.
The Yatra Plus Tourism Program should extend religious visits, such as the Amarnath Yatra, into cultural packages. Tourists could visit nearby villages, sample local cuisine, attend tastings or stay overnight in local homes.
The aim must be to promote Kashmir’s peaceful side, its people, and its hospitality, because that is what makes it special.
The government needs to offer Tourism Revival Grants. Special micro-grants should support shikara walas, local homestays, pony owners and Pahalgam and Gulmarg guides to repair or upgrade their services.
Compensation and financial packages for local businesses and tourism workers must be implemented without delay.
Interest-free tourism loans should be made available through collaboration between the government and private banks. These loans would allow the opening of cafes, adventure agencies, handicraft stores and houseboat stays.
A youth startup challenge called Kashmir Startup Yatra could invite young Kashmiris to pitch ideas that revive tourism. Proposals based on technology, storytelling or green initiatives would receive special attention.
Winter Workation Retreats could market Gulmarg and Srinagar as Work-from-Himalayas destinations for information technology professionals. High-speed Wi-Fi, bonfires and snow views could attract workers in search of alternatives, much as Himachal’s Dharamshala did during the 2021 lockdowns.
Monthly Art and Heritage Trails would allow tourists to live in houseboats, attend Kangri making workshops, participate in wazwan cooking sessions or enjoy Sufi music nights.
I firmly believe that digital outreach can revive Kashmir’s tourism and elevate it to new heights.
Slogans such as Click Kashmir Experience Paradise Virtually Before You Arrive would spread positive awareness.
Launching an official website and mobile application offering 360-degree videos and virtual reality-enabled experiences of Pahalgam, Gulmarg, Dal Lake, and lesser-known gems like Bangus Valley and Gurez would build trust. Just as Rajasthan Tourism’s VR walkthroughs increased visibility in 2022, Kashmir Virtual Tours would reassure potential visitors.
Influencer collaborations would play a crucial role. In the age of social media, travel influencers, vloggers, and international Instagrammers could produce real-time content under hashtags such as #KashmirCalling. This strategy proved effective in the Maldives’ tourism revival and could do the same here.
A Kashmir Virtual Festival would serve as a yearly digital-only cultural event, Sufi music, Kashmiri art, cuisine and shikara races online. This would help artisans and guides gain online visibility, allowing them to sell services and products beyond the valley.
All these initiatives require strong support from the government and the people of India. Unity is essential.
We do not need sympathy. We need support, trust and safety to bring our visitor’s home.
Kashmir does not need just tourists. It needs believers, storytellers, investors and dreamers. Through digital bridges, community strength and youth-led change, the paradise that once was can rise stronger than ever.
The situation is grim. No doubt about it. Kashmir has always rebounded. We have seen dark times before.
What we need now is solidarity, smart planning and faith in our people. If locals, governments and the rest of the country come together, Kashmir tourism will not merely recover but shine brighter than before.
We must do this because for us, tourism is not an industry. It is our hope, our pride and for many the only way to survive.
As an economics student and someone who belongs to this land, it breaks my heart to see vibrant places turn lifeless. I believe in the resilience of the Kashmiri people. We have survived so much. With the right support, we can rebuild not only the tourism sector but also the lives connected to it.
(The writer is an Economics honours student at Government Women’s College, M A Road. Ideas are personal.)
