Representative image of a plane.
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Srinagar: The terror attack in Pahalgam on Tuesday that left 26 civilians dead—most of them tourists—has dealt a severe blow to Kashmir’s tourism sector, triggering a wave of travel advisories from Western countries warning their citizens against visiting Jammu and Kashmir.
The United States has already issued a revised advisory, cautioning its nationals to avoid all non-essential travel to the Union Territory, with more nations expected to follow suit in the coming days.
It further warns that violence “happens sporadically in this area and is common along the Line of Control (LoC)… It also occurs in tourist spots in the Kashmir Valley: Srinagar, Gulmarg, and Pahalgam.”
The deadly strike in the iconic hill station has not only shaken public confidence but also overshadowed the success of the G20 tourism working group meeting hosted in Srinagar in May 2023—a milestone event that had boosted both international and domestic tourist footfall in the Valley.
“After the G20 event, we saw a surge in international bookings. That will now reverse rapidly. Cancellations are pouring in,” a senior official from the Tourism Department told Deccan Herald. “This attack has undone years of work aimed at reviving the sector.”
Over the past three years, Kashmir’s tourism had shown strong signs of recovery from the pandemic-induced slump, with record-breaking domestic tourist arrivals in 2022, 2023, 2024 and early 2025. The G20 summit had symbolized a turning point, positioning Kashmir as a serious contender on the global tourism map.
“We were on the brink of opening Kashmir to international tourism in a consistent and sustained way,” the official added. “Now, we risk losing not only foreign travelers but also domestic tourists who may choose safer destinations.”
Security agencies are currently recalibrating deployment plans for all major tourist hubs. However, tour operators and hospitality businesses fear the damage may already be done—especially for this year’s peak season in Pahalgam and surrounding areas.
Industry stakeholders are calling for an urgent government-led global outreach campaign to reassure potential tourists and rebuild Kashmir’s image. But many worry it may take months—if not years—to restore the fragile trust that had begun to take root after the G20 event.