When gunfire broke the calm at Baisaran Valley in Pahalgam on April 22, it did not just claim 28 innocent lives—it pierced through the heart of Kashmir’s resurgent tourism economy. This was not only an act of terror—it was a calculated strike against a region trying to reclaim its image as a peaceful and welcoming destination. Never before in Kashmir’s violent history have so many tourists been killed in a single incident.
The New Kashmir Story: From Guns to Guests: Following the abrogation of Article 370 in August 2019, the Indian government projected tourism as a key indicator of returning normalcy in Jammu and Kashmir. The campaign appeared to be succeeding. In 2024 alone, over 26 lakh tourists visited Kashmir, marking a historic high. Hidden gems like Gurez, Bungus and Doodhpathri were brought to the tourism map, offering new economic lifelines to areas that had seen little outside engagement for years. Tourism may not be the only driver of J&K’s economy, but its impact is broad-based and deeply human. According to the J&K Tourism Department, the sector contributed nearly 7% to the region’s GDP last year. From hoteliers and taxi drivers to artisans, porters and houseboat owners—thousands rely on tourism as their sole livelihood.
The Aftershock: Fear, Cancellations and Economic Pain: The April 22 attack, where terrorists opened fire on tourists at Baisaran Valley, has already had a chilling impact. Travel bookings to Kashmir dropped by nearly 40% within days. Hoteliers in Pahalgam and beyond reported mass cancellations, with some losing up to 70% of expected income for the current season. The timing couldn’t have been worse—the region was entering its crucial summer tourism phase, often accounting for a major share of annual earnings. The attack has shaken the fragile confidence that was finally beginning to build. From Srinagar’s shikara operators to trekking guides in Sonmarg, fear has replaced the optimism that once filled their calendars with bookings and their homes with income.
The Global Response: Travel Advisories, Diplomatic Outreach: The response from several foreign governments was swift. The United States, United Kingdom, Canada and Australia issued travel advisories against visiting Jammu and Kashmir. Such warnings not only discourage tourists but also tarnish the region’s image internationally, especially among high-spending foreign travelers.
To counter this, the Ministry of External Affairs held a special briefing for about 20 foreign envoys. Foreign Secretary Vikram Misri urged them to consider the long-term economic consequences of such advisories and appealed for a more nuanced approach that recognises both the isolated nature of the attack and the larger community’s rejection of violence.
“The true defeat of terrorism will not come from fear or force—but from the sound of laughter on houseboats, the rhythm of pony rides to Baisaran and the warm welcomes in every home from Kupwara to Kulgam. The Valley will bloom again. And this time, it will not be fragile dreams, but firm resolve that carries it forward.”
Rebuilding Trust; Hope, Celebrities, Campaigns: While the attack attempted to instill fear, a wave of solidarity emerged. Bollywood actors Atul Kulkarni and Sunil Shetty joined hands with tourism stakeholders to send a powerful message: “The actions of a few should not destroy the aspirations of many.” “Terrorists tried to threaten us. I have come to Kashmir to convey the message that it’s a part of our country and we will keep coming to this place,” said Kulkarni after visiting phalgam and taking a symbolic shikara ride on Dal Lake. He urged citizens not to believe in social media fear-mongering and emphasised that tourism is India’s response to terrorism. The J&K Government and the Centre are reportedly planning a large-scale campaign to rebuild the tourism narrative. This may include:
Reassurance Measures: Enhanced security at tourist hotspots, visible patrolling and safety briefings.
Relief and Insurance: Providing compensation to affected families and subsidised travel insurance for visitors.
Media & Outreach: Engaging influencers, tour operators and digital platforms to spread positive stories and bust myths.
Community Engagement: Empowering local youth as tourism ambassadors and peace-builders in their communities.
People Against Terror: A Local Rejection of Violence
Despite the grief, the local population has shown resilience. From Phalgam to Srinagar, locals opened homes and hearts to help stranded tourists. The people of Kashmir, who have suffered decades of instability, know the value of peace better than most. They understand that tourism is not just an industry—it is a bridge to the world, a way to reclaim their narrative. One local hotelier summed it up best: “We have fought long for peace. We won’t let one attack destroy what we’ve built. Kashmiris want progress, not propaganda.”
Resilience Over Ruins: Tourism in Kashmir is more than an economic statistic—it’s a story of healing, human connection and hope. The Baisaran attack was meant to silence that story. But as the people of Kashmir, celebrities and common citizens stand together, they are writing a new chapter—one of defiance, dignity, and determination. The true defeat of terrorism will not come from fear or force—but from the sound of laughter on houseboats, the rhythm of pony rides to Baisaran and the warm welcomes in every home from Kupwara to Kulgam. The Valley will bloom again. And this time, it will not be fragile dreams, but firm resolve that carries it forward.
(The author is a freelancer. The views, opinions and conclusions expressed in this article are those of the author and aren’t necessarily in accord with the views of “Kashmir Horizon”)
Dr. Rizwan Rumi
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