The terror attack on April 22, 2025, in Pahalgam was a brutal reminder that in today’s conflicts, tourism is not just collateral damage — it is a deliberate target. By choosing to unleash violence in one of Kashmir’s most loved tourist destinations, the perpetrators sent a chilling message: attacks are no longer confined to political figures or military convoys — the focus has shifted to ordinary people, to the symbols of peace, revival, and prosperity. The Pahalgam attack was not random. It was a calculated strike against everything that Kashmir — and India — are striving to rebuild.

Why Tourism?

Tourism is more than an industry. In conflict-affected regions like Kashmir, it represents hope. It brings jobs, stability, outside engagement, and a sense of normalcy to local communities who have long lived under the shadow of violence. An influx of visitors means a return to peace, confidence, and economic growth — all things that terror groups fundamentally oppose.

By attacking tourists, terrorists achieve multiple objectives:

Undermining Economic Recovery: Tourism is a major contributor to Kashmir’s economy. Hurting it destabilizes the livelihoods of thousands, creates unemployment, and fosters resentment — a breeding ground for further radicalization.

Destroying Public Confidence: When people see civilians being targeted, especially in places perceived as "safe," fear spreads quickly. Tourists stay away. Locals retreat indoors. Life halts.

Globalizing the Message: Tourist attacks guarantee international media coverage. The death of civilians — especially visitors — triggers global headlines, travel advisories, and questions about India’s internal security, thereby amplifying the terrorists' narrative.

The Broader Motives Behind Pahalgam

The choice of Baisaran in Pahalgam — a scenic, relatively isolated meadow — reflects a larger strategy:

Striking at Kashmir’s Emerging Narrative: In recent years, India has successfully projected a new image of Kashmir — peaceful, vibrant, full of opportunity. The attack is a direct assault on that narrative, aiming to pull Kashmir back into the frame of violence and instability.

Challenging the Indian State: As India rises on the global stage, adversaries — both state-sponsored and independent — seek to embarrass and weaken it through internal destabilization. Pahalgam's tragedy was meant to be a blow not just to Kashmir, but to India's assertion of security and sovereignty.

Reinforcing Fear within the Valley: The psychological goal was to remind locals that no amount of peace-building can protect them entirely. It plants seeds of doubt among Kashmiri youth about the future, which is the most dangerous outcome of all.

Lessons From Global Patterns

Kashmir is not alone in this grim reality. Terrorist groups worldwide — from ISIS in the Middle East to Al-Shabaab in Africa — have long targeted tourist hubs (hotels, beaches, religious sites) to maximize impact.

Tourism represents normal life, cultural exchange, openness — precisely what extremist ideologies seek to destroy. The Pahalgam attack fits into this global pattern: when terrorists feel they are losing militarily, they turn to soft, highly symbolic civilian targets to remain relevant and feared.

The Way Forward: Protecting Tourism, Protecting Peace

To counter this threat, India must respond on multiple fronts:

Strengthened Security in Tourist Areas: Without making Kashmir look like a war zone, discreet but robust security protocols must be enhanced in tourist zones, trails, and pilgrimage routes.

Rapid Intelligence and Response Systems: Better intelligence sharing, local informant networks, and quick-response units can prevent such attacks before they unfold.

Public Resilience Campaigns: Fear thrives in silence. Promoting stories of bravery, recovery, and unity after attacks can sap the psychological power that terrorists seek.

Global Messaging: India must proactively engage with international media and foreign governments to prevent the spread of fear-driven narratives and reaffirm confidence in Kashmir’s recovery.

The Pahalgam attack was not just an attack on people — it was an attack on hope.
It targeted the dream of a peaceful, thriving Kashmir that belongs to its people and to the millions who wish to experience its beauty.

Terrorists chose tourism as their target because it represents everything they hate — life, laughter, connection, and normalcy. The ultimate answer to such violence is not retreat, but resilience — to continue building, traveling, dreaming, and living without fear.

Kashmir's valleys have witnessed centuries of storms — but their spirit, like the Lidder River flowing through Pahalgam, endures.