Blood in Kashmir sparks a rush in neighbouring mountain states, unfortunately

The recent terrorist attack in Pahalgam, Kashmir, which claimed the lives of 26 tourists, is expected to have significant repercussions on the tourism industry in neighbouring mountain states, particularly Himachal Pradesh.

Following the April 22 attack, a majority of tourists have cancelled their bookings for Kashmir. Experts suggest that Himachal Pradesh may witness an unprecedented increase in both domestic and foreign tourist arrivals.

Also Read: Kashmir valley was blooming with business. Now it’s stained with blood, again

"It's a sad and highly unfortunate incident. This tragedy not only upended the tourism sector in Kashmir but will also impact the neighbouring states of Uttarakhand and Himachal Pradesh. I was in the tourism business for more than five decades but never saw or heard of such a heinous thing before," Mohinder Seth, president of the Himachal Pradesh Tourism Stakeholders' Association, told ToI.

"While travelling, safety is the topmost concern. This tragedy is likely to divert Kashmir tourists to Himachal Pradesh and also to Uttarakhand. This horror struck just when tourism was getting back on track in a vigorous way in Kashmir," added Seth.

The brutal assault in Pahalgam, a popular tourist destination in Jammu and Kashmir's Anantnag district, left at least 26 civilians dead. After years of militancy, the political upheaval following the abrogation of Article 370 in 2019, and the Covid-19 lockdowns, Kashmir's tourism sector had begun to recover. In 2023, a record-breaking 2.1 crore tourists visited the Union Territory, according to an ET report.

According to the Economic Survey report (2024-25) for Jammu and Kashmir, tourist footfall increased fourfold since 2021. The number of tourists rose from 6.65 lakh in 2021 to 34.97 lakh, an increase of approximately 425%. The number of foreign visitors also grew from 1,614 in 2021 to 43,654 in 2024. Overall, the entire Jammu and Kashmir region saw a record 2.36 crore tourist arrivals in 2024, including figures for Jammu. The tourism sector contributes 7.2% to Jammu and Kashmir's GDP.

In contrast, the tourism industry contributes 7.78% to Himachal Pradesh's state GDP. The state has also seen a rise in tourist footfall after the pandemic-induced slump. As per the Economic Survey report for Himachal Pradesh for 2024-25, the number of domestic visitors increased from 56.32 lakh in 2021 to 1.8 crore in 2024. Foreign travellers also increased from 5,000 in 2021 to 83,000 in 2024.

According to Panki Sood, a Kullu-based hotelier promoting sustainable tourism, the terror attack is a major setback for Kashmir tourism. "A whole generation grew up wanting to go to Kashmir, and it was only in the last three years that people's dream of visiting the paradise started coming true. It took decades to build the trust that you are safe in Kashmir. But now that trust is broken. This tragedy pushed back Kashmir tourism at least 15 years," Sood told ToI.

Sood described it as a "sad reality" that the tragedy would divert tourism to Himachal and Uttarakhand. "We don't want such tourism, but travellers and tourists don't have any other choice. We may even witness double the tourist traffic this year. We are assuring our brethren in Kashmir that we are standing by them and will help them operate in Himachal if they wish so," added Sood.

Experts warn that an increase in tourist numbers will further strain the state's tourism infrastructure. "We don't have too many tourist destinations in the mountains, making everybody head mainly for Himachal Pradesh. The tourist destinations remain chock-a-block, especially during summertime. I think the government needs to strengthen tourism infrastructure, including accommodation, roads, and parking, to accommodate the additional flow of visitors," said Ankur Thakur, a state-based hotelier.

Once a busy centre of tourism and business, the scenic region of Pahalgam in Jammu and Kashmir now faces an uncertain future after the terror attack killed 26 people. The brutal assault, which mainly targeted tourists, has thrown the local tourism industry into crisis, putting at risk the main source of income for many people in the area.

For those who have spent years working in Pahalgam, the attack is not only a heartbreaking loss of life but also a serious blow to the heart of their economy—tourism. The town had depended heavily on the yearly flow of visitors, with hotels, restaurants, shops and other services relying on the busy tourist season. But in the wake of the attack, tourism has come to a standstill, hurting businesses and workers who depend entirely on it.

Also Read: Pahalgam goes from 'mini-Switzerland' to ghost town in an instant

The lieutenant governor of Ladakh, Brig B D Mishra (retd), on Thursday appealed to all stakeholders to welcome tourists with open arms and take necessary measures to increase tourist footfall in Ladakh.

In a statement, Mishra said tourism is the lifeline of the people of Ladakh, as the majority are engaged in tourism activities for their livelihood. He urged tourism stakeholders to support tourists and avoid any malpractices that might hamper tourist numbers and affect livelihood opportunities.

Mishra expressed optimism about increased tourist visits to Ladakh in 2025 compared to 2024. He also mentioned that appropriate action would be taken against travel advisories issued by the United States and United Kingdom, which categorise Ladakh under Jammu and Kashmir, creating confusion and concern among tourists.

(With ToI inputs)