Pahalgam, Jammu and Kashmir — The tourism industry in Pahalgam is still reeling nearly a month after a deadly terrorist attack shook the region. On April 22, militants targeted tourists in the scenic Baisaran Valley, killing 26 people, most of whom were visitors. Since then, visitor numbers have drastically fallen, leaving hotels empty and local businesses struggling financially.
The attackers, identified as members of The Resistance Front (TRF), an offshoot of Lashkar-e-Taiba, reportedly wore military-style clothing and opened fire on unsuspecting tourists in the picturesque meadow. This incident is one of the most severe violent episodes in the area in recent times.
Following the attack, officials shut down about 50 tourist destinations throughout Kashmir Valley, including well-known spots like Gurez Valley, Verinag, and Yusmarg, citing the need for increased security. The extensive media coverage and these closures resulted in a mass cancellation of trips, with bookings reportedly dropping by around 90 percent.
Businesses that rely heavily on tourism have faced significant losses. Hotels, restaurants, and transport operators report minimal customer flow, leading to job cuts and economic distress. Local restaurateur Mohit Kumar described the current situation as dire, with hardly any tourists visiting his establishment.
To address the crisis, the Travel Agents Association of India (TAAI) has introduced the “Let’s Visit J&K” campaign. This effort focuses on collaborating with the state government to improve security and provide attractive travel deals aimed at encouraging visitors to return.
Experts, however, warn that restoring the tourism sector could take at least six months or longer, depending largely on the maintenance of peace and the improvement of safety perceptions. The annual Amarnath Yatra pilgrimage, a major religious event drawing thousands, is now subject to heightened security measures.
As Pahalgam recovers from this tragedy, the perseverance of its people and the effectiveness of revitalization programs will be crucial to reinstating the area as a popular tourist destination.
