Srinagar, Apr 22, KDC: One year after the devastating terror attack in Baisaran meadow of Pahalgam that claimed 26 lives, mostly tourists, the Valley finds itself at a delicate crossroads of recovery and remembrance, with the impact of the tragedy still visible across its tourism-driven economy and social fabric.
The April 22, 2025 attack struck at a time when Kashmir was witnessing an unprecedented tourism boom, with 2024 recording over 2.35 crore visitors. The violence abruptly halted that momentum, triggering widespread cancellations and plunging all major tourist destinations into uncertainty. Pahalgam, often referred to as “Mini Switzerland,” briefly fell silent as visitor inflow dried up, leaving thousands dependent on the sector without income during what is typically peak season.
Local stakeholders bore the immediate brunt. Pony owners, taxi operators, hoteliers and small vendors saw their earnings collapse almost overnight as bookings plummeted sharply. Members of local tourism associations recall that the downturn was among the worst in recent years, with some describing Pahalgam as having turned into a “ghost town” in the weeks following the attack. The economic shockwaves extended beyond the Valley, reaching Ladakh, where foreign tourist arrivals dipped amid heightened security concerns. Small business owners in Leh and Kargil, many of whom had invested heavily during the tourism surge of previous years, reported significant revenue losses, adding to financial strain.
Describing the attack as a direct blow to Kashmir’s economic backbone, an economic analyst said the valley’s heavy reliance on tourism for livelihoods amplified its impact. While the initial shock was centred in Pahalgam, its ripple effects were felt across the Valley.
“In the weeks after the attack, we had almost zero occupancy. Even advance bookings for the summer season were cancelled overnight,” said a hotel owner in Gulmarg, adding that although business has improved this year, it has yet to match pre-2025 levels.
On Dal Lake, shikara operators recount a similar slump. “There were days when we would wait the entire day without a single ride,” said a shikara rider. “This season is better, but tourists are still cautious and often ask about safety.”
Houseboat owners, who depend heavily on repeat clientele, said the incident disrupted trust. “Many of our regular guests postponed their visits. Some are returning now, but rebuilding confidence takes time,” one owner who has 3 house boats in Dal lake told Kashmir Dot Com.
In Gurez, where homestay tourism had begun emerging as a viable livelihood, the impact was equally visible. “We had started seeing good footfall before the attack, but bookings dropped sharply afterwards and even local Kashmiris stopped visiting here,” said a local homestay owner, noting a gradual return of tourists this year, particularly those seeking offbeat destinations.
Transporters and travel operators also faced a prolonged downturn. A taxi driver associated with a Sonamarg-based travel agency said the months following the attack were financially draining. “We had loans to pay and no steady income. Bookings are picking up now, but not at the same level,” he said.
A senior official from the Jammu and Kashmir Tourism Department said that the sector is on a recovery path, with tourist arrivals gradually improving in 2026, though he acknowledges that restoring confidence remains a key challenge.
The fallout of the attack extended beyond economic losses. Kashmiri students studying outside the Union Territory faced hostility and anxiety in its aftermath. Several students said they encountered verbal harassment and social unease, raising concern among families. “Our lives were at risk. Kashmiri people were beaten up ruthlessly in multiple locations across the Country. There was fear and confusion,” said a student studying outside Jammu and Kashmir, adding that while the situation eased over time, it left a lasting psychological impact.
In response to the attack, UT government has significantly overhauled the security architecture around tourist destinations. Enhanced deployment, checkpoints and surveillance systems have been introduced across the Valley. A key shift has been the rollout of a QR code-based identification system for service providers in Pahalgam, aimed at improving transparency and rebuilding trust among visitors. Under this system, thousands of individuals, including pony handlers and guides, are being verified, allowing tourists to authenticate their credentials digitally.
Officials say the system involves multi-layer verification, and even minor discrepancies can lead to disqualification, making it a stringent but necessary measure. Local unions have largely welcomed the move, viewing it as essential for safeguarding the tourism sector.
The anniversary also brings back focus on the broader security response that followed the attack. In early May 2025, India launched Operation SINDOOR, targeting multiple terror camps across the border. The operation, coupled with sustained security measures, has resulted in a heightened security grid across vulnerable locations, with continuous surveillance in place in and around Pahalgam and all tourist destinations.
The attack also exposed gaps in emergency response infrastructure in high-altitude tourist areas. While advanced medical facilities in Srinagar continue to handle critical cases, the need for robust trauma care closer to tourist hubs remains a concern. Upgrades to local healthcare facilities are underway, but accessibility and response time continue to pose challenges.
Amid these developments, the upcoming Amarnath Yatra, scheduled to begin on July 3, is being closely watched as a crucial test of the Valley’s recovery. After witnessing a dip in registrations last year, early trends for 2026 indicate renewed interest among pilgrims.
Tourist numbers, which dropped to nearly 1.2 crore in 2025, almost half of the previous year are now showing signs of recovery, with visitors from several states returning during the spring season. However, stakeholders caution that a full rebound will take time, particularly for those still grappling with financial losses incurred after the attack.
