With the Eid festivities now over, Kashmir is preparing to host a series of high-profile events aimed at restoring tourist confidence and jumpstarting the region’s battered economy. The tour-ism sector, which had witnessed robust growth in recent years, was severely impacted by the re-cent terror attack in Pahalgam. However, the government remains steadfast in its resolve to re-vive the industry through vibrant festivals, enhanced security measures, and proactive community engagement.
Two major events are set to kickstart this revival. A Walkathon near the iconic Dal Lake in Srina-gar will soon invite both locals and tourists to participate, promoting a message of peace, harmo-ny, and the valley’s natural beauty. Following this, a water sports festival featuring boating, kayaking, and other activities on Dal Lake is planned to attract families and visitors alike.
These initiatives are part of a broader strategy by the Jammu and Kashmir government to send a clear message that the valley is safe, welcoming, and ready for tourism once again. “We want the world to know that Kashmir is open, beautiful, and secure,” a senior official said.
The Chief Minister has taken a hands-on approach in this effort. Recently, he convened a cabinet meeting in Pahalgam — the very site of the attack — as a powerful symbol of resilience and op-timism. Demonstrating solidarity with the local community and tourism workers, he also under-took a symbolic cycle ride through Pahalgam’s streets alongside his sons.
To bolster confidence further, the Chief Minister and his team toured Gulmarg, the renowned ski resort, promoting it as a safe and fully operational tourist destination. A cable car ride for the public and media was organized to showcase the region’s readiness to welcome visitors.
Before the attack, Kashmir’s tourism industry was flourishing, attracting 3.5 million tourists in 2024 alone and contributing nearly 7 percent directly to the region’s GDP. Local entrepreneurs had invested heavily in hotels, homestays, and tours. The attack, however, caused widespread cancellations, job losses, and financial distress for many.
In response, the government has appealed to the Centre for financial support to aid local workers and businesses. “This is not just about business; it is about saving the livelihood of thousands of families,” an official emphasized.
Security remains a top priority as well. Ahead of the Amarnath Yatra starting July 3, the Home Minister recently inspected security arrangements in Kashmir. Some 50,000 personnel are being deployed along the Pahalgam and Ganderbal routes to ensure the safety of pilgrims heading to the holy cave.
