The Kashmir Valley, often romanticised as “Paradise on Earth,” is grappling with a stark reality this peak summer season—empty houseboats, vacant hotel rooms, and disappointed shikara owners. The April 22 attack in Pahalgam didn’t only kill 26 tourists but also the tourism industry as well.
Tourism, the region’s economic lifeline, is seeing an unexpected decline when it should have been at its vibrant best. The slump in tourist footfall is not just a seasonal anomaly—it is a warning signal that demands immediate attention from policymakers and stakeholders alike.
From the houseboat owners in Dal Lake to hotel operators in Pahalgam and Gulmarg, the impact is being felt across the board. Many small businesses, deeply reliant on summer tourism, are struggling to stay afloat. The ripple effect is severe: taxi operators, handicraft sellers, guides, and eateries are all facing dwindling incomes. With no alternative source of income, many in the hospitality and allied sectors fear financial ruin.
The reasons behind the dip in tourism are multi-fold—lingering concerns over safety, negative media perceptions, erratic weather patterns, and lack of robust promotional campaigns. While isolated incidents often grab headlines, they fail to reflect the larger picture of relative calm and hospitality that tourists actually experience in Kashmir. There is a pressing need to change this narrative.
The government must step in with a proactive revival strategy. First, a well-funded, nationwide tourism campaign must highlight Kashmir’s natural beauty, its improving security scenario, and the unique cultural experiences it offers. Second, infrastructure upgrades—especially roads, public facilities, and tourist help desks—must be accelerated. Third, digital platforms and influencers can be leveraged to reach younger, tech-savvy travellers.
Equally important is engaging local stakeholders in decision-making. A resilient tourism policy cannot be built without the input of those who live off the trade. Incentives, interest-free loans, and skill upgradation programmes for small operators can go a long way in sustaining the fragile tourism economy.
Let us not allow one of India’s crown jewels to lose its shine. It is time to bring Kashmir back on the map—not just as a destination, but as a promise of peace, prosperity, and unforgettable beauty.
