REVIVING TOURISM
Clad in the breathtaking valleys of Kashmir, Pahalgam has been a favoured destination for tourists who want to seek adventure, spirituality, and the sheer beauty of nature. Pahalgam as a tourist destination attracts around lakhs of tourists every year. Post Covid-19, the tourists’arrivals had increased substantially. The number of tourists had increased from around 5 lakhs visitors in 2021 to 16.36 lakh visitors in 2023 (The Hindu Businessline, 2024). However, the recent terrorist attack had changed it all.
A local street vendor recalls, “It was just another busy day at my stall, selling pashmina shawls and wooden carvings to tourists, but then I heard about the attack, going on just a few kilometres away. My hands trembled as I folded the shawls, I saw the fear in tourists’ eyes, I felt the same fear brewing inside me.”
As news of the attack spread, cancellations surged and travel advisories were swiftly updated, casting a dark cloud over the tourism industry in Kashmir that sustains local livelihoods. Post the news of attack, 62% of Indian families cancelled trips to Kashmir and more than 15,000 flights to Srinagar were cancelled, giving a major blow to the local economy. Further Dal Lake had witnessed an 80% drop in tourist arrivals.
Terrorism’s adverse effects on tourism are not new and is not limited to Pahalgam. From the bustling streets of Bali after the 2002 bombings to the vibrant cafes of Paris following the 2015 attacks, destinations worldwide have grappled with the immediate and long-term effects of terrorism. But still, each incident holds unique lessons about resilience, crisis management, and the power of human connections in rebuilding shattered trust. These tragic incidents call for recalling and revisiting the safety aspects concerning tourism.
Revisiting ‘Safe & Honourable Tourism’ in the Wake of the Pahalgam Attack
In the aftermath of the tragic Pahalgam attack, I found myself turning back to a document many of us in tourism discipline often quote but rarely revisit, the ‘Safe & Honourable Tourism Code of Conduct’ a pledge issued by the Ministry of Tourism, Government of India. Originally crafted to uphold the dignity and safety of tourists, particularly women and children.
These guidelines are meant to instil a sense of accountability across the tourism ecosystem. But in the current scenario, their relevance stretches much further. They demand a broader interpretation. One that includes safety from terrorism, emotional support for affected communities, and rebuilding trust through ethical, inclusive practices.
Here are the core principles of the guidelines, along with thoughts on how they can evolve post-Pahalgam attack:
- Ensure a Safe Environment for Tourists: The code stresses zero tolerance toward any form of abuse, harassment, or exploitation.
- Post-Pahalgam Insight: Safety now also means safeguarding tourists from terror threats. There’s a pressing need to integrate terror preparedness training, visible security presence, and safety briefings into tourism operations, especially in conflict-sensitive areas.
- Protect the Dignity of Women and Children: Originally meant to prevent trafficking and abuse in tourism zones.
- Post-Pahalgam Insight: Emergency evacuation plans, and trauma care services must also account for vulnerable groups during crises—women with children, elderly travellers, or persons with disabilities.
- Discourage Negative Social Practices: Includes preventing alcohol abuse, unsafe practices, and child labour.
- Post-Pahalgam Insight: Extend this principle to include discouraging political manipulation or misinformation that can increase risk perception and deepen fear among tourists.
- Maintain Integrity and Transparency in Service: Encourages ethical practices in pricing, promotion, and service delivery.
- Post-Pahalgam Insight: Hotels, guides, and tour operators should clearly communicate safety protocols, emergency helpline access, and crisis procedures at the time of booking.
- Promote Responsible Conduct by Stakeholders: All tourism staff and businesses are encouraged to undergo orientation and sensitization training.
- Post-Pahalgam Insight: This training must now include terror-risk response, crisis communication, and psychological first aid for both staff and guests.
- Display the Code of Conduct Publicly: Tourism establishments are required to display the code to raise awareness.
- Post-Pahalgam Insight: Expand visibility—use QR codes, in-room tablets, or booking app pop-ups to make these safety rights and responsibilities known and accessible.
Conclusion
The Pahalgam tragedy has redefined what “safe tourism” truly means. It’s no longer just about ethical behaviour. It is about resilience, preparedness, and collective healing. It’s time to update these honourable guidelines to reflect today’s realities, not yesterday’s assumptions.
In destinations like Pahalgam, where every shopkeeper, guide, and houseboat owner play a crucial role in the game. Safety must be co-created by governments, businesses, and communities alike. Only then can we build tourism that is not just beautiful, but unshakably safe and honourable.
(The Author is Assistant Professor (Marketing), Paari School of Business, SRM University, A.P)
