In recent years, Kashmir had been reclaiming its lost title as the "Paradise on Earth." Peaceful valleys once scarred by decades of conflict were buzzing again with the laughter of tourists, the melodies of shikaras on Dal Lake, and the aroma of fresh saffron and kahwa. But the brutal terror attack on April 22, 2025, in Pahalgam threatens to undo years of effort, shaking the fragile revival of Kashmir’s tourism-driven economy. The impact of this attack could be far-reaching — not just for the valley’s image, but for the lives of thousands of Kashmiris who had begun to hope again.
Since 2022, Kashmir had witnessed a remarkable surge in tourism. According to official figures, over 2 million tourists visited the valley in 2023 alone — the highest in decades. New hotels, resorts, and homestays opened. Youth who once looked for jobs outside Kashmir found employment as guides, cab drivers, artisans, and hospitality staff. Hope was finally beginning to replace despair.
Pahalgam, in particular, was emerging as a major tourist hub, offering a gentler alternative to the bustling Srinagar. Its meadows, pony rides, and access to the famed Amarnath Yatra route made it a perfect family destination. The April 22 attack, however, delivered a brutal reminder that while development had returned, danger had not entirely vanished.
Cancellations and Fear: Following the attack, there was an immediate spike in trip cancellations, not just to Pahalgam but across Kashmir. Travel agencies reported growing inquiries about safety. Hotels saw booking declines, and the usually lively streets grew quieter.
Travel Advisories: Several foreign embassies — including those of the US, UK, and Australia — issued fresh advisories warning against non-essential travel to Jammu and Kashmir. Such warnings, amplified by global media, have a chilling effect that lasts for months, if not years.
Economic Hit: Tourism accounts for nearly 7% of Jammu and Kashmir’s GDP and sustains thousands of local families. The Pahalgam attack threatens to pull the rug from under their feet, just when many had begun rebuilding their lives after years of turmoil.
The most damaging effect may not be economic — it may be psychological. After decades of militancy, Kashmiris were starting to believe that peace was possible. That violence could truly be a thing of the past. This attack revives old fears — for locals and visitors alike. For the world watching, it reinforces the stereotype of Kashmir as an unsafe zone, undermining efforts to present the valley as a normal, peaceful travel destination.
Lessons for the Future
The Pahalgam tragedy must not just be mourned — it must be studied, and measures must be taken to prevent its repetition. Some key steps include:
Enhanced Security Protocols: Tourist hubs must now receive the same level of intelligence gathering and protection as military and political zones.
Crisis Communication: Local administration must proactively counter fear with facts, issuing transparent updates and showcasing visible improvements in safety measures.
Support for the Tourism Sector: Subsidies, tax breaks, and government-backed promotions should be launched to help the tourism industry recover quickly.
Community Involvement: Locals must be made partners in security — through awareness programs, quick reporting systems, and integration into broader tourism management plans.
Kashmir’s beauty is timeless. Its spirit is resilient. But both have been wounded yet again. The Pahalgam attack is a grim reminder that the path to true normalcy is not linear — and that terrorism, even in small strikes, can have large, lingering impacts. Yet history shows that Kashmir has endured worse — and bounced back.
With swift action, honest communication, and national solidarity, Kashmir’s tourism dreams can be saved. Pahalgam’s green meadows must not be remembered for gunfire — they must once again be remembered for the laughter of visitors, the gallop of ponies, and the whisper of the Lidder River under a summer sky. The journey to reclaim paradise must not, and will not, end here.