Two months after Pahalgam attack, tourism prevails over terrorism

Srinagar: Just two months after a deadly terror attack in the Baisaran valley derailed Kashmir’s booming tourism season, the Valley is bouncing back—with tourists returning, hotels filling up and hope outpacing fear.

In a powerful message to the forces of disruption, tourism is once again prevailing over terrorism.

The April 22 attack in Baisaran valley of Pahalgam, in which 25 tourists and a local were killed, came at a time when the Valley was witnessing a tourism boom with footfall that many estimated was at an all time high. The attack triggered widespread cancellations by tourists, affecting advance bookings.

According to Jammu and Kashmir's Department of Tourism, the number of tourists in Kashmir in 2024 was approximately 35 lakh, a rise from 27 lakh in 2023 and 26 lakh in 2022. About five lakh tourists visited the region in the first three months of 2025, which is generally considered a lean period.

However, just a day after the Pahalgam attack, up to 90 per cent of travel bookings to Kashmir were reportedly cancelled owing to safety concerns.

Recalling the day when terror struck the serene meadows of Pahalgam, Tariq Ahmad, an employee working in a local hotel said, “People panicked. There was fear all over. Tourists fled overnight. We thought everything was lost.”

But within weeks, the tide has begun to turn. Local residents and business owners say they are seeing clear signs of recovery. “We’re back to guiding tourists. We will not let a few bullets kill our season or our spirit,” said Shabir Lone, a pony-walla.

Improved security measures, visible deployment of forces in sensitive zones, and proactive reassurance from the Jammu and Kashmir administration helped calm nerves. Tourists who chose not to cancel became informal ambassadors of normalcy, sharing photos and stories of peaceful experiences across social media.

The sight in Pahalgam these days resembles a happening place compared to a ghost town a few weeks ago. Even Chief Minister Omar Abdullah joined the chorus of hope.

Sharing pictures of the bustling Pahalgam market on X (formerly Twitter), he wrote: “The last time I was in Pahalgam I cycled through a market that was all but deserted. Today I came back to a Pahalgam that was bustling with activity. Tourists from various parts of the country competed for space with local picnickers who were enjoying the cool climate & rainy weather. It’s very satisfying to see the efforts my colleagues & I have been putting in slowly bearing fruit.”

Tourism officials say the return of tourists is proof that confidence in Kashmir as a travel destination remains intact. “We are rebuilding trust day by day. The upcoming Amarnath Yatra will further strengthen the recovery,” a senior official in the Tourism department said.

Rekha Sharma, a tourist from Delhi vacationing in Pahalgam, said she was initially hesitant to visit Kashmir post-attack but is now glad she came. “The people here are so warm, the place is stunning, and we feel completely safe. Don’t believe the fear-mongering.”

The terror attack, which was meant to be an act of fear, has instead become a story of resistance—through resilience, hospitality, and the everyday act of showing up. In Kashmir today, every returning tourist is a quiet rebuke to the ideology of terror.

And in Pahalgam, where laughter again echoes through pine forests and markets brim with the bustle of summer business, the message is loud and clear: terrorism can disrupt, but it cannot defeat the spirit of a people—or the promise of a new Kashmir.