A terrorist attack in Pahalgam on April 22, 2025, left 28 people dead and more than 20 injured, dealing a severe blow to Kashmir’s rapidly growing tourism industry. Citing opposition to purported demographic shifts in the area, the Resistance Front (TRF), a division of the Pakistan-based Lashkar-e-Taiba, took credit for the attack.
Gunmen fired on tourists taking in the picturesque surroundings at Baisaran Meadow, a well-known tourist destination close to Pahalgam. There was pandemonium and fear among the tourists as a result of the attackers’ indiscriminate targeting, according to witnesses.
Immediate Impact on Tourism
The tourism sector in Jammu and Kashmir, which had been seeing a notable boom, has been severely impacted by the catastrophe. All of the hotels in Srinagar, Pahalgam, Gulmarg, and Sonamarg were completely booked before the attack, and it is estimated that almost two crore visitors will be visiting Jammu and Kashmir this year.
Since then, there has been a sharp increase in hotel and travel cancellations. Future reservations have drastically decreased as tourists are leaving the area in large numbers. The abrupt decline jeopardises the livelihoods of thousands of people who rely on tourism, such as local craftspeople, hoteliers, guides, and pony owners.
Ripple Effect Across Indian Tourism
The Pahalgam attack has left a profound impact on India’s tourism sector, which extends beyond Kashmir. In the Kashmir Valley and other northern Indian regions, both local and foreign tourists have cancelled their trips due to safety concerns. Enquiries for forthcoming summer vacations have decreased, according to tour companies, particularly for locations thought to be close to areas that are prone to conflict.
Industry insiders caution that the unfavourable international headlines could harm India’s reputation as a secure vacation destination, which could have an effect on inbound travel from nations like the US, UK, and Germany during the next busy travel season.
Additionally, there has been a rise in tourist reluctance towards adventure treks, hill station tours, and spiritual circuits around Himachal Pradesh and Uttarakhand; some groups have delayed or changed their itinerary. The attack has also caused a dent in bookings for Amarnath Yatra, which was projected to draw large crowds this year.
Airline Responses
In response to the crisis, several Indian airlines have implemented measures to assist affected travelers:
- Air India: Operating additional flights from Srinagar to Delhi and Mumbai, offering full refunds and free rescheduling for bookings until April 30, 2025.
- IndiGo: Waiving cancellation and rescheduling fees, and running special relief flights on April 23.
- Air India Express: Providing full refunds and waiving change fees for flights to and from Srinagar until April 30.
- Akasa Air: Offering full refunds for cancellations between April 23 and April 29, and free rescheduling within seven days of the original departure date.
Government and International Reactions
During his brief visit to Saudi Arabia, Prime Minister Narendra Modi called a high-level security conference and denounced the incident. In order to address the situation on the ground, Home Minister Amit Shah and Finance Minister Nirmala Sitharaman also returned from overseas engagements.
Strong censure has come from the world community. Both U.N. Secretary-General António Guterres and U.S. President Donald Trump condemned the violence and emphasised the importance of regional peace and security. Travel advisories have been issued by a number of countries, warning its citizens to travel with caution to northern India.
Outlook
The Pahalgam incident presents major challenges to the region’s tourism-based economy and highlights how precarious the calm in Jammu and Kashmir is. At a broader level, it has clouded India’s booming tourism industry, which was just recovering from the pandemic.
Strong security measures, transparent government communications, and the combined efforts of all parties involved in tourism will be necessary to restore traveler confidence while promoting the subcontinent’s immense natural and cultural riches.
In the coming weeks and months, India’s ability to reassure tourists and repair its image will be put to the test, as will the breadth of its options.
