Vinod Chandrashekhar Dixit
Jammu and Kashmir remains one of the most iconic, scenic, and culturally significant destinations in India—and across the globe. Tourism is the lifeline of Kashmir’s economy, directly and indirectly employing lakhs and generating livelihood opportunities for countless residents.
Often referred to as “Paradise on Earth”, Jammu and Kashmir has long attracted travelers with its breathtaking landscapes and rich cultural heritage. However, the region has faced difficult times in recent years, marked by security concerns that have deeply impacted the tourism sector.
Post-Pahalgam Attack: Travel Industry Pushes Back
In response to growing concerns following the Pahalgam terror attack on April 22, the Travel Agents Association of India (TAAI)—India’s oldest and largest travel, tourism, and hospitality body—has launched a nationwide campaign titled “Let’s Visit J&K” or “Chalo Kashmir” to encourage domestic travel to the region.
Pahalgam, one of the most visited destinations in Kashmir and a key base for the Amarnath Yatra, has seen a drastic drop in tourism. According to the Pahalgam Hotels and Owners Association, occupancy rates in the town’s over 1,500 hotels have plummeted to just 10%. Travel agents, transporters, hoteliers, and restaurant owners are grappling with the economic fallout.
The current lull is visibly reflected in places like Nishat Mughal Garden, one of Srinagar’s most iconic and film-famous attractions, which today wears a deserted look.
Peace as Prerequisite
Tourism is not just a business—it’s the backbone of Jammu and Kashmir’s economy, affecting the livelihoods of lakhs and impacting crores in revenue. But this vital sector can only thrive if there is peace and stability.
We live in a country that the world dreams of visiting, yet for Kashmir to unlock its full potential, strategic, sustained peace efforts must go hand in hand with promotional initiatives.
A multi-faceted approach is required—one that not only revitalises the economy but also ensures the safety of tourists, promotes sustainable tourism, and tackles terrorism with intelligence and resolve.
The Modi Government’s Push and the Way Forward
Following the revocation of Jammu and Kashmir’s special status in 2019, the Narendra Modi-led government has aggressively promoted tourism in the region. As per government data:
Over 3 million tourists visited J&K in 2024,
Up from 2.71 million in 2023, and
2.67 million in 2022.
This surge reflects efforts to integrate Kashmir more deeply into India's socio-economic framework, with infrastructure development being central to the government’s outreach.
To continue this momentum, the government has launched road shows, promotional campaigns, and tourism festivals across India to revive interest in the region.
However, more remains to be done. Parliamentary consultative and standing committee meetings must be held in J&K to develop robust policies. Stakeholders must consider:
Engaging artists for cultural performances
Reviving laser fountain shows and light displays
Launching curated tourist experiences like the Pahalgam Winter Carnival, Gulmarg Snow Festival, white-water rafting, and skiing events.
Amarnath Yatra: A Chance to Rebuild Trust
The upcoming Amarnath Yatra provides a valuable opportunity to project Kashmir as a peaceful, welcoming destination. A safe and successful Yatra will not only reassure tourists but also help restore confidence, dignity, and livelihoods in the Valley.
This effort should be a collective responsibility. Citizens, civil society, local businesses, and the armed forces must work in unison to foster a terror-free, tourist-friendly Jammu and Kashmir. With good governance, sound policy, and sustained outreach, the region can overcome its challenges and re-emerge as one of the most sought-after travel destinations in the world.
Peace in Kashmir is not just the absence of conflict—it is the presence of opportunity, prosperity, and trust.
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