Pahalgam attack shatters Kashmir’s film tourism revival

The April 22 terror attack in Pahalgam has cast a shadow over Kashmir’s nascent film tourism revival, forcing multiple cancellations and postponements of scheduled shoots. As fear ripples through the entertainment industry, production houses are withdrawing from the Valley, derailing what had promised to be a busy shooting season.
Line producers and local artists, who had pinned hopes on a surge in media-linked tourism this year, say the impact has been immediate and severe.
“We had four major shoots lined up in May and June, including feature films and big-budget web series,” said Saima Bhat, a Srinagar-based line producer. “These teams were supposed to film in the meadows of Pahalgam, right where the attack occurred. After that, the producers pulled out overnight and shifted to alternatives like Manali, Shimla, and even Switzerland.”
Despite efforts to reassure production teams about ground-level safety, film-makers remain apprehensive. “We’re constantly reaching out to them, trying to convey that things are under control. But the fear persists,” Bhat added. “It’s not just Bollywood—Tollywood crews have backed out as well.”
Tahir Hussain, another experienced line producer, confirmed the trend. “A feature film scheduled from mid-May through June, along with several music album shoots, have either been postponed indefinitely or relocated. Some directors are even rewriting scripts to fit new settings,” he said.
The abrupt halt has dealt a serious blow to the Valley’s fragile cinematic resurgence. In recent years, Kashmir had begun reclaiming its historic role as a favoured backdrop for Indian cinema, with high-profile shoots reviving the local economy and creative workforce.
“It’s heartbreaking,” said Hassan Javed, an aspiring actor from Anantnag. “Many of us were finally getting roles or behind-the-scenes work. Just when we thought things were improving, everything went cold again.”
For many in the film industry, the attack shattered the sense of security that had only just begun to take root. “There was a time we couldn’t keep up with the number of film units arriving,” Hussain recalled. “Now, not a single one is confirming dates.”
Still, there are voices of optimism. Director-producer Mushtaq Ali Khan remains hopeful. “I’ve been in touch with Bollywood figures who are planning a campaign to promote Kashmir as a safe destination for both tourism and filming. If the local industry, people, and government work together, we can regain that confidence,” he said.
Beyond the sets, the ripple effects are being felt across Pahalgam’s tourism-dependent economy. Shopkeepers, hoteliers, pony wallahs, and transporters are struggling.
Abdul Rashid, a local driver who regularly ferried film crews, said the downturn is devastating. “Over the last two years, I was constantly on the move with Bollywood units. This year, I haven’t had a single booking. It’s not just an attack on tourists—it’s an attack on our livelihood.”
Security forces have since ramped up presence in major tourist zones, but the fallout of the Pahalgam attack underscores how vulnerable Kashmir’s economic hopes remain—and how quickly progress can be undone.