Kashmir is gradually limping back to normalcy after the terror attack on 22 April, 2025 when tourists visiting the Baisaran meadow in Pahalgam that killed 25 tourists and one local person. The local community, deeply affected by decades of protracted conflict, is rallying in unison to restore Kashmir’s reputation as a safe and welcoming destination for tourists and to highlight the importance of Kashmiriyat.
Kashmiriyat, the syncretic way of life imbibing the harmony and the large heartedness that comes with it, has come to the forefront as the Valley tries to move on from the deadly terrorist attack. Kashmiriyat is a centuries-old tradition of communal harmony and brotherhood followed by the people of Kashmir. Welcoming guests from across the world remains an inseparable part of this tradition. People of Kashmir are known for their hospitality, which is part of the tourism industry’s success there.
In a bid to attract visitors back, many businesses are offering complimentary services, such as free meals, free accommodation, and free guided tours, to encourage tourism and showcase the region’s natural beauty.
Tourists have started to return to Pahalgam and others parts of Kashmir and many travellers are expressing their desire to continue their exploration of what is called a paradise on earth. Local entrepreneurs and tour operators have also started fresh campaigns to attract tourists. Posters and placards condemning the terror attack can still be seen all around the Valley. Scores of groups have come out to protest against the killings and express solidarity with the bereaved families.
Around Dal Lake in Srinagar, which is a hotspot for tourists, people can be seen welcoming visitors with bouquets. Social media campaigns and word-of-mouth recommendations are helping to spread positivity about the region, countering the negative narratives that often accompany such violent attacks.
Local people are actively engaging with tourists, sharing stories and experiences that highlight the warmth and hospitality of the Kashmir Valley. The road to complete normalcy may be long; however, the resilience of the Kashmiri people shines through as they strive to rebuild their lives and restore the region’s allure.
(Author is a Columnist)
