Tourists trickle back to Kashmir as security improves, yatra nears

Srinagar, June 23: After nearly two months of stagnation following the April 22 Pahalgam terror attack, Kashmir’s tourism sector is gradually showing encouraging signs of recovery, with hopes pinned on wedding tourism and year-end vacations. Hoteliers are offering discounts of up to 50 percent, while expectations rise for a peaceful Amarnath Yatra scheduled to commence on July 3, boosting optimism across the Valley.
Mushtaq Chaya, President of the J&K Hoteliers Club, said that tourist arrivals have climbed from zero to approximately 15 percent in recent weeks. “The season was almost completely lost after the Pahalgam incident. Weddings and leisure bookings were cancelled across the board,” Chaya said. “However, with improved security, we are witnessing early signs of recovery. The discounted offers are making a significant impact.”
Chaya also highlighted the severe impact on wedding tourism, a growing segment in recent years. Bookings from key markets like Dubai and Chennai for May and June were cancelled, but many clients have expressed a willingness to reschedule for September and October, signaling renewed confidence in Kashmir’s stability. “While the season was initially lost, efforts by the government, tour operators, and civil society have begun to bear fruit,” he added.
Manzoor Pakhtoon, President of the Houseboat Owners Association, shared similar optimism.
“It’s been a turnaround—from minus to plus,” he said. “We are finally seeing tourists again and expect a stronger comeback once the Yatra begins.”
The government has ramped up security, especially along Yatra routes and industry stakeholders have rallied together to rebuild traveller confidence through promotional campaigns, special offers and coordination with tour operators across India and abroad. With the Amarnath Yatra 2025 set to take off from July 3, stakeholders are cautiously optimistic that Kashmir’s tourism will regain momentum—especially by autumn.
Meanwhile, Aarif Ahmad, a 26-year-old local tour operator, highlighted the role of social media and flexible packages in rebuilding traveller interest. “The fear was real after the attack, but we have been working hard to change the narrative,” he said. “Instagram campaigns, influencer collaborations, and deep discounts are helping us reconnect with young travellers. There is a buzz returning.”