SRINAGAR: In the shadow of the Pahalgam massacre that shook the Kashmir Valley and the subsequent India-Pakistan border tensions, a rare voice of optimism and defiance has emerged, not from the government or the tourism boards, but from the boardroom of Shark Tank India. Shaadi.com founder Anupam Mittal is leading by example, not rhetoric, by booking a family trip to Kashmir and calling on fellow citizens to support the region’s shattered tourism industry.
At a time when fear has once again cast a long shadow over Kashmir’s hospitality sector, with hotels and houseboats lying vacant and travel bookings plummeting, Mittal’s message is clear and deliberate: the way to honour those lost in violence is not to retreat but to return, with solidarity and spending power.
Posting on X, the business leader shared an image of his flight tickets with the caption, “What Kashmir really needs is tourists to come back, so I booked my ticket! If we vanish, they win. If we travel, Kashmir & India win. #ChaloKashmir #JaiHind.” The tweet, coming just days after the deadly attack in Pahalgam that claimed 26 lives, quickly struck a chord across social media platforms.
Taking his message further on LinkedIn, Mittal expanded on his decision. “This is not about bravado. It’s about showing up. To stand with them. To say, ‘You’re not alone. We’re not going to let fear win.’” He reflected on how the Valley’s once-booming tourism season was proving transformative for local livelihoods—“tea sellers were earning Rs 5,000 a day”—before tragedy halted the influx.
Indeed, 2025 was shaping up to be a record-breaking year for tourism in Jammu and Kashmir. Over 2.3 crore visitors had already made their way to the Valley, and the summer season was expected to be even stronger. But the attack, followed by ceasefire violations and escalations along the Line of Control, has led to panic and a wave of cancellations. A survey by LocalCircles revealed that 62 per cent of families with travel plans to Kashmir between May and December cancelled their trips in the aftermath of the Pahalgam attack. The survey received over 21,000 verified responses across 361 districts, underlining the scale of the blow.
Against this grim backdrop, Mittal’s gesture stands out not just for its symbolism but for its potential economic ripple effect. “If the economy comes back strong, the hearts will follow,” he noted, pointing to the fragile but growing trust and integration in the Valley since the abrogation of Article 370. He called Kashmir “the safest place to be” when questioned about the timing of his trip.
Supporters across the internet lauded the initiative. “Love the spirit sir,” wrote one user. “Aptly said. We need to travel back with full swing and empower the local economy,” added another.
Mittal’s decision comes even as heightened security concerns have caused Srinagar and other airports to face temporary shutdowns, and India has kept a close watch on developments along the border.
