Dharamshala, a serene hill station in Himachal Pradesh, is witnessing a significant downturn in tourist arrivals, prompting local hoteliers to introduce a 20% discount on room tariffs to attract visitors back to the region.
The Hotel and Restaurant Association of Dharamshala condemned the recent attack in Pahalgam, Jammu and Kashmir, stating that such incidents have raised concerns among travelers. They assured tourists that Dharamshala and the entire Himachal region remain peaceful and safe. Hoteliers reported a wave of cancellations following the escalation in hostilities between India and Pakistan. Traditionally, the peak tourism season in Himachal Pradesh begins around May 21. However, this year, hotel occupancy has plummeted to around 30%, as many tourists remain apprehensive about traveling amid the prevailing tensions.
A representative of the Hotel and Restaurant Association of Dharamshala remarked, “This is typically the time of year when hotels are fully booked. But due to the current situation, we are seeing an unusually low tourist footfall.” They urged tourists not to cancel or postpone their bookings. As bookings begin to recover, hoteliers in Dharamshala reported a hotel occupancy of 40% last Saturday. They anticipate occupancy to remain between 40–45% through the remaining days of May, with expectations that it could rise to over 70% by June.
The introduction of discounts and promotional offers aims to stimulate demand and restore confidence among travelers. Hoteliers are optimistic that these measures, combined with the region’s natural beauty and cultural attractions, will help revive tourism in Dharamshala. For tourists seeking a peaceful retreat amidst the Himalayas, Dharamshala continues to offer a unique blend of natural beauty, spiritual heritage, and warm hospitality.
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