Kashmir’s verdant valleys were bustling with visitors. Tourists from across India, drawn by serene landscapes and a resurgent hospitality sector, filled hotels, cafés, and houseboats from Srinagar to Pahalgam.
Yet, following the tragic incident in Pahalgam earlier this week, the region’s tourism-dependent economy has entered an unexpected pause, triggering an emotional and economic jolt for thousands who rely on the industry. Until now, the 2024–2025 tourism season in Kashmir was poised to be one of the most promising in years. Hotel occupancies were at record highs well before peak season, which typically spans May to June. Local hospitality operators, who had invested heavily in upgrading their facilities and expanding teams, were witnessing unprecedented growth. However, after the recent events, mass cancellations, early check-outs, and refund requests have created ripples across the sector. Manzoor Sidiq Shah, who manages a hospitality business near Dal Lake, noted the scale of the downturn. “Our bookings were sold out since March. We were experiencing sustained growth, and all indicators showed a stable season. The current situation has shifted priorities overnight—from growth to reassurance,” he said.
Beyond hotels, the impact is visible in every layer of the region’s tourism value chain. Local travel guides, many of them students working part-time, are seeing opportunities vanish. Operators who had scheduled excursions and cultural activities have had to put plans on hold as guests seek early departures. Saddam Zaroo, a leading hotelier in Srinagar, highlighted how the industry had become a vital economic engine for Kashmir. “We were running three shifts and hiring locally in large numbers. There was an immense sense of optimism. We are now encouraging patience and assuring visitors of ongoing support services to sustain confidence,” he said.
The transformation of Kashmir’s image over the past few years—from a conflict zone to a sought-after destination—has taken immense effort and cooperation. Improved infrastructure, increased air connectivity, and targeted promotions helped position Kashmir alongside global travel destinations. Investors from other states had also begun setting up hospitality ventures, believing in the region’s long-term potential. Vikrant Batra, who recently opened a new café outlet in Srinagar, shared how his business had begun to connect deeply with the local community. “Most of our guests were local residents enjoying café culture. We still believe in the city and its resilience. People are naturally cautious now, but we are staying open and positive,” he said.
Online travel platforms are working closely with airlines and hotels to assist travellers. Flexible rescheduling, waived cancellation fees, and destination guidance are being offered to ease uncertainties. Meanwhile, alternative destinations like Uttarakhand, Northeast India, and parts of South India are being promoted as options for cautious travellers. Despite the current lull, industry leaders believe that a calm, consistent message of safety and hospitality will help rebuild trust. “Security and perception are key,” Shah added. “But the soul of Kashmir’s hospitality is its people—and we are still here, welcoming as ever.”
In the heart of Kashmir’s challenge lies a community of resilient entrepreneurs and professionals who understand the delicate balance between peace and prosperity. For a place that has nurtured generations of travellers with its warmth and culture, the journey to recovery may be uncertain, but not without hope.
