The beautiful valley of Kashmir, long known for its scenic beauty and peaceful retreats, was struck by tragedy on April 22, 2025, when terrorists attacked a group of tourists in Pahalgam’s Baisaran Meadow. The horrifying incident claimed the lives of 28 people, including foreign nationals from the UAE and Nepal, and injured more than 20 others. The Resistance Front (TRF), linked to the Pakistan-based Lashkar-e-Taiba, claimed responsibility.
Panic and Exodus of Tourists from Kashmir
Following the attack, fear spread quickly among tourists across Kashmir. Chief Minister Omar Abdullah expressed deep grief and called the situation “heartbreaking.” He assured the public that safety measures were being prioritised. Tourist vehicles are being allowed to exit in a controlled manner due to road instability and congestion on the Jammu-Srinagar National Highway (NH-44), which has reopened for one-way traffic. Additional flights are being coordinated with the Directorate General of Civil Aviation (DGCA) and Ministry of Civil Aviation to help tourists return home safely.
Sharp Decline in Bookings and Cancellations Across India
Before the attack, Kashmir’s tourism sector was booming with fully booked hotels in Srinagar, Pahalgam, Gulmarg, and Sonamarg, and nearly two crore visitors were expected in 2025. However, the terror attack triggered mass cancellations and a rapid decline in new bookings. Tour operators report that tourists have also cancelled or postponed trips to other northern Indian destinations, including Himachal Pradesh and Uttarakhand. Even spiritual journeys like the Amarnath Yatra have seen a drop in registrations.
Government Assures Safety and Swift Justice
Union Tourism Minister Gajendra Singh Shekhawat condemned the attack, describing it as an attempt to revive terrorism and separatism in Kashmir. He said the central government is working closely with Jammu and Kashmir authorities to protect tourism and assist the victims. The quick return of Prime Minister Narendra Modi and Union Home Minister Amit Shah from international visits underlined the seriousness of the situation. Shekhawat promised that those responsible will face the harshest punishment and highlighted India’s past strong responses to terrorism, such as surgical and air strikes.
Unified Support from India’s Tourism Industry
India’s travel and tourism industry came together in solidarity. The Travel Agents Association of India (TAAI) condemned the attack and reaffirmed its commitment to promoting Kashmir as a key destination. “Tourism is a symbol of unity, peace, and economic growth. We will not let fear win,” said the association.
The Indian Association of Tour Operators (IATO), speaking on behalf of the entire tourism fraternity, expressed deep anguish at the deliberate targeting of tourists. IATO President Rajiv Mehra condemned the attack as an act meant to sabotage Kashmir’s growing tourism sector. “Tourism is a bridge for peace and unity. Such acts are an attack on India’s image and must be condemned by every citizen,” Mehra stated. He emphasized that despite the tragedy, IATO members will continue to promote Jammu & Kashmir packages and support the livelihoods dependent on tourism in the region.
The Travel Agents Federation of India (TAFI) echoed similar sentiments, condemning the attack as a cowardly attempt to destabilize peace and prosperity in the region. TAFI President Ajay Prakash announced that the federation’s Jammu & Kashmir chapter is ready to assist any tourist in need, assuring support and safety to those affected.
Similarly, the Outbound Tour Operators Association of India (OTOAI) issued a heartfelt statement, calling the attack “cowardly and heartbreaking.” OTOAI stressed the importance of tourism as a tool for global connection and cultural exchange, urging authorities to take swift action to bring the perpetrators to justice. “This is an assault on the spirit of peace, unity, and global understanding,” the association declared, pledging to promote responsible and resilient tourism.
The Global Association of Events and Hospitality Professionals (GAEHP) expressed horror over what it called a deliberate attempt to cripple Kashmir’s tourism. GAEHP President Rajesh Arya described the attack as “inhuman and shameful,” emphasizing that the tourism community will remain united and continue to promote Jammu & Kashmir as a destination of peace and beauty.
Meanwhile, travel company WanderOn confirmed that one of its guided tours had just concluded in Pahalgam a day before the attack. Govind Gaur, Founder & CEO, expressed sorrow over the incident and confirmed that all travelers in the region through their programs are safe and arrangements for their return are being ensured. “There have been no cancellations so far. We pray for the victims’ families and stand by the region during this difficult time,” Gaur said.
Airlines Step In with Relief Measures
Several Indian airlines are helping stranded and concerned travelers:
- Air India: Added extra flights from Srinagar to Delhi and Mumbai; offering full refunds and free rescheduling till April 30.
- IndiGo: Running relief flights and waiving change fees.
- Air India Express: Offering full refunds and waivers for Srinagar flights.
- Akasa Air: Free rescheduling and refunds on tickets between April 23 and 29.
Global Condemnation and Travel Advisories
The international community has strongly condemned the attack. U.N. Secretary-General António Guterres and U.S. President Donald Trump both called for peace and security in the region. Several countries have issued travel advisories urging citizens to exercise caution when traveling to northern India.
The Pahalgam terror attack has cast a shadow over India’s tourism sector just as it was recovering from the pandemic. The road to recovery will demand firm security steps, transparent communication, and united efforts from government bodies, tourism operators, airlines, and the local community.
Despite the tragedy, there is hope. Kashmir has always bounced back, and with collective resilience and support, it can once again welcome tourists from around the world. The message is clear: Terror cannot defeat the spirit of hospitality.
