Kashmir tourism struggles to rise after Pahalgam attack
All eyes on Diwali holidays in September now
By: Our Special Correspondent
Srinagar: The meadows of Kashmir are as serene as ever, the Lidder River flows with its timeless grace, and the hills are alive with nature’s quiet music. Yet, the usual hum of tourists — once a lifeline of the valley — has faded into an unsettling stillness.
Months after the April 22 Pahalgam terror attack, the scars left behind continue to haunt the region’s fragile tourism economy. While the violence may have subsided, the fear it triggered lingers in the minds of travellers — and in the hearts of thousands who depend on their return.
Today, tourism in Kashmir is at a painfully low ebb. Hotels report sparse bookings, houseboats sit idle on Dal Lake, and local guides and transporters wait for visitors who have yet to arrive.
Yet, amid this lull, a glimmer of hope flickers on the horizon.
“All eyes are on Diwali holidays in September now,” says Ibrahim Siyah, President of the Travel Agents Society of Kashmir (TASK).
“That’s when we expect things to turn. People are still hesitant, but we’re doing everything to assure them that Kashmir is ready, and welcoming,” he said.
To rebuild confidence and encourage travel, the Jammu and Kashmir Tourism Department, along with TASK, launched a series of high-impact promotional campaigns in India’s major cities. Two prominent roadshows were held — in Ahmedabad on July 10 and Kolkata on July 31 — where Chief Minister Omar Abdullah himself took the lead.
“The Chief Minister made an honest, emotional appeal in both cities,” Siyah recalls. “It wasn’t just about promoting tourism — it was about rebuilding trust, person to person. And we saw a great response. Many said they’d love to visit, but the fear still holds some back.”
Tourism had shown promising signs earlier this year. From adventure seekers in Gulmarg to honeymooners in Pahalgam, the season had begun well. But the April 22 attack abruptly shifted the mood — dampening bookings, derailing travel plans, and disrupting what was expected to be a strong summer season.
Still, hope persists. “We received tremendous support in Gujarat and West Bengal,” Siyah adds. “What we need now is a peaceful run into the festive season. Diwali could be the spark Kashmir needs to reignite tourism.”
From empty rooms in iconic hotels to idle shikaras waiting patiently on the lake, the valley waits — not in despair, but with quiet determination. Locals are preparing for guests with the same warmth they always have, trusting that love, not fear, will once again guide travellers to their land of unmatched beauty.
