Pahalgam tragedy shakes tourism, Kashmir rallies to rebuild trust

Srinagar, April 26: A tragic attack on tourists in the usually serene town of Pahalgam on April 23 has sent shockwaves through Kashmir’s tourism industry. The incident, which occurred in the popular Baisaran area—famed for its pony rides and panoramic views—has prompted a wave of cancellations, unsettling what had been a promising season for the Valley.
Yet, amid fear and uncertainty, Kashmir’s tourism community is refusing to surrender. From travel agencies to local guides, the region is rallying together to restore confidence and ensure the Valley remains open and welcoming to visitors.
In an immediate response, airlines such as Air India and IndiGo added extra flights from Srinagar to major cities like Delhi and Mumbai, facilitating the safe return of shaken tourists. Travel platforms like Easemytrip.com announced full refunds and free rescheduling for all affected bookings. Meanwhile, on the ground, hoteliers, taxi drivers, and auto-rickshaw operators came forward with offers of free lodging and transportation, earning praise for their solidarity and compassion.
Despite these swift efforts, the impact has been severe. “More than 60% of our bookings were cancelled overnight,” said Abrar Ahmad, a hotel owner in Pahalgam. “So many families here depend entirely on tourism. When visitors stop coming, the entire economy suffers.”
The attack comes at a particularly fragile time. After a lacklustre winter season due to minimal snowfall, the region had just begun to see a revival with late snow and a vibrant spring drawing crowds. The tragedy threatens to derail this hard-won recovery.
Tourism stakeholders are working tirelessly to contain the damage. Many guides and drivers have personally reached out to tourists, offering reassurances and safety updates. “Some guests have chosen to stay, and that gives us hope,” said Rajan Sehgal of the Travel Agents Association of India (TAAI). He also urged the government to boost visible security, especially in peak tourist zones like Pahalgam. “Tourists need to see safety, not just hear about it,” he added.
Industry leaders at the national level echoed the sentiment. Rajiv Mehra, President of the Indian Association of Tour Operators (IATO), acknowledged the particular challenge of retaining international tourists but expressed confidence in the Valley’s resilience. “With collective effort and strong support, Kashmir’s tourism will bounce back,” he said.
In Kashmir, the Travel Agents Association of Kashmir (TAAK) convened an emergency meeting, urging all stakeholders to handle cancellations with empathy. They also observed a two-minute silence for the victims and issued a unified message: “We must show the world that Kashmir remains a warm and welcoming destination.”
Government officials have stepped in as well. Union Tourism Minister Gajendra Singh Shekhawat promised full support for those seeking refunds and emphasized coordination with airlines and hoteliers to ensure both tourist safety and industry recovery.
The attack comes at a time when tourism in Kashmir was gaining momentum. In 2024 alone, the Valley received nearly 30 lakh visitors, including 66,000 from abroad. Pahalgam, as both a scenic hill station and a gateway to the Amarnath shrine, holds a vital place in this landscape.
Now, that momentum hangs in the balance. Yet, many in the industry remain hopeful. They say the focus must now shift to safety, clear communication, and unwavering support for every tourist still willing to come.
This tragedy has sparked a broader conversation about how tourism can endure in regions prone to conflict. The way Kashmir responds could serve as a model for other destinations facing similar challenges.