THE Kashmir Valley has long been synonymous with scenic landscapes, alpine meadows, gushing rivers and the kind of pristine beauty that has inspired generations of poets, painters and filmmakers. But in the aftermath of the recent deadly attack in Pahalgam, the region finds itself at a crucial crossroad torn between its image as a tourist haven and the stark reality of restricted access and half-hearted efforts for tourism revival.
The government’s attempts at reviving tourism have, on the surface, seemed proactive – the visits by the high-profile, celebrity endorsements and digital campaigns. But when it comes to ground reality, the situation paints a contradictory picture. But the fact remains: most major tourist destinations are either closed or inaccessible after Pahalgam attack.
Take Pahalgam as a case in point. Despite efforts by the Jammu & Kashmir administration to signal normalcy by inviting celebrities, posting promotional videos and organising VIP visits, the locals and tourists alike are barred from visiting the key attractions. The situation in places like Baisaran, Aru Valley, and Betab Valley is emblematic. While the security rationale behind cordoning off certain zones like Baisaran is understandable, why places like Aru and Betab, which are not directly affected, remain shut, is perplexing.
This has bred a sense of futility and contradiction. How can the administration urge tourists to visit the Valley while at the same time making it impossible for them to explore what they came for? The lockdown of peripheries around Pahalgam effectively nullifies any real purpose of travel.
The Illusion of VIP gestures
The VIP gestures, often heralded by state officials as a sign of confidence in the region’s security, lack substantive impact. These controlled photo ops where Bollywood stars or sports icons are invited to showcase solidarity, are superficial, unless translated into tangible industry engagement. Kashmir doesn’t need symbolic visits – it needs real economic integration, tourism revival and that begins with mainstreaming Bollywood film shoots.
The government must actively engage with filmmakers not merely for image-building but as part of a broader tourism revival policy. Offer rebates. Cut down location fees. Facilitate logistics. The aim should be to bring camera crews back to Gulmarg, Pahalgam, Sonamarg, Srinagar and even lesser-known gems that remain unexplored. Cinema has always had a impact on Kashmir’s tourism, from ‘Betaab’ to ‘Haider’ each shoot leaving a trail of curious travellers.
However, revival is not the government’s job alone. Local stakeholders, hoteliers, travel agents, houseboat owners, tour operators must accept that this season has been gravely disrupted due to an unprecedented Pahalgam attack. Instead of waiting for a miracle, they must come forward with economic incentives to lure back the hesitant travellers.
The aftermath of the Pahalgam terror attack has caused a huge hole in the economic equation of the Valley, thanks to major tourist destinations being either closed or inaccessible. The way forward is in steps like phased reopening, marketing new train routes and shifting from blanket bans to area specific intelligence led operations.
Rebates on hotel tariffs, discounted tour packages and flexible booking policies could make a significant difference. The aviation sector, too, should consider slashing airfares, especially during the shoulder seasons. Currently, the airfare to Kashmir is discouragingly high, often deterring domestic travellers. Without a collaborative, multi-sector effort, the revival talk will remain just that talk.
The Vande Bharat opportunity
Amid this cloud of uncertainty, one bright spot is the launch of the Vande Bharat Express. Flagged off by PM Narendra Modi. The train witnessed an overwhelming response with bookings sold out within two days, till June 16. This indicates a pent-up demand among domestic tourists and also serves as a logistical lifeline for the region, especially the Kashmir Valley.
If used wisely, this development can help redistribute tourist traffic not just to Srinagar and Pahalgam but also to emerging regions like Shopian, Budgam, Kupwara and Rajouri. The government must work in tandem with locals to create seamless last mile connectivity especially from railway stations to nearby attractions.
Security – between assurance & anxiety
The underlying issue behind all restrictions is, of course, security. After the Pahalgam incident, the administration has chosen a cautious approach. But there is a thin line between assurance and intimidation. While safety must be prioritised, it cannot come at the cost of fear psychosis among the visitors. What is needed is strategic deterrence, not sweeping closures.
To use a local adage – ‘Saanp bhi mare aur laathi bhi na toote’ – security measures should be tactical, precise and adaptive, ensuring the safety of visitors while preserving the openness so vital to tourism.
Let’s scan some of the tourist attractions and their status:
Gurez
The fate of Gurez Valley is another tragic subplot. Once a restricted zone, it opened to tourism in 2007 and quickly gained popularity due to its untouched beauty. Tourists flocked to Dawar, Tulail and Kanzalwan. Investments poured in: from boutique hotels to Swiss style tents, the valley was beginning to dream big.
But proximity to the Line of Control has meant that a blanket ban on tourist entry still exists, despite no fresh incident. The timing could not have been worse, as the valley was preparing to close for winter. The losses are immediate but the damage could be long-term to investor morale, to local livelihoods and to the region’s budding reputation as a niche destination.
Pahalgam
Pahalgam, once the sparkling face of Kashmir’s tourism narrative is today caught in a troubling paradox. In the wake of the deadly militant attack that claimed several lives earlier this season, authorities moved swiftly to bolster security but the result has been an overwhelming clampdown on movement. Parks are shuttered, the famed Baisaran meadows are sealed off and surprisingly even Betab and Aru valleys, located far from any known threat, are out of bounds. This sweeping approach has effectively stalled all grassroots revival efforts.
Despite the presence of celebrities and promotional videos hinting at normalcy, on the ground, both tourists and locals are being turned away from the very places that define Pahalgam’s appeal. The contradiction between promotion and prohibition could not be starker. If the peripheries remain closed, the message of revival rings hollow leaving hoteliers, transporters and guides in a state of limbo with an entire season’s economy at stake.
Gulmarg
Gulmarg, famed for its snow-covered slopes and Asia’s highest cable car, has always been the go-to destination for high-altitude leisure and winter sports. While the region has remained relatively peaceful post the Pahalgam incident, a quiet unease pervades the tourism experience. The government has tried to keep the illusion of activity alive with Gulmarg hosting minor sporting events and welcoming some VIP guests, but the real tourist crowd, especially from southern and western India, has dwindled.
Ski instructors, pony owners and snow-gear vendors reveal that footfall is nowhere near what it was before the attack and summer bookings have been below average or almost gone. Without lifting soft restrictions on accessibility and allowing freer movement, the town risks losing its hard-earned international appeal to competing destinations in Himachal and Uttarakhand.
Sonamarg
Sonamarg, which literally means ‘Meadow of Gold’, has, over the last decade, developed into a major adventure tourism hub, offering glacier treks, whitewater rafting and Alpine trails. Post the Pahalgam attack, Sonamarg remains under partial lockdown, with glacier access restricted and most trek routes suspended. Hoteliers and adventure operators report cancellations in bulk, especially from group travellers and foreign backpackers. What hurts more is that Sonamarg was beginning to build a niche around eco-tourism and mountaineering expeditions segments that rely heavily on trust and word-of-mouth. The longer the closure persists, the harder it will be to repair that trust.
Srinagar
Srinagar, the crown jewel of Kashmir tourism, has always served as the symbolic heart of the Valley’s hospitality. With Dal Lake, Mughal Gardens, Shankaracharya Temple and the Old City, it offers both beauty and a lived history. But today, Srinagar too seems to be caught in an unsettling paradox: it appears open, yet remains nervous.
Dal Lake shikaras are operating but their numbers are few. Houseboat bookings are far below seasonal expectations. Tourists can visit Nishat and Shalimar Gardens but certain sections are sealed for ‘security reasons’ While the administration showcases Srinagar as “safe and functional,” the real visitor experience is restricted, filtered and overly guided. For many potential tourists, this subdued environment feels more like a zone under surveillance than a leisure destination hampering Srinagar’s ability to act as the engine of regional tourism revival.
The way forward
A clear roadmap is needed – the kind that combines realism with optimism, security with accessibility and policy with promotion. Here are key steps that could and must be taken:
- Create a phased reopening plan, prioritising areas that are safe and less affected. Communicate transparently about why certain areas remain off-limits.
- Offer incentives to Bollywood production houses. Turn symbolic visits into actual shoots. Use cinema as a soft power strategy.
- Encourage stakeholders, hotels, travel operators and airlines to offer rebates. Facilitate tourist-friendly pricing for at least one season.
- Market new train routes aggressively. Connect railway points to tourist hubs with shuttle services.
- Shift from blanket bans to area specific intelligence led operations. Maintain a low profile but effective presence.
- Establish a review mechanism that evaluates the need for extended bans in regions like Gurez, Pahalgam, Sonamarg and Gulmarg. Build protocols for conditional and controlled tourist entry.
Kashmir’s tourism story has always been one of fragility tossed between geopolitics and natural grandeur. In the current scenario, revival is possible but only if stakeholders were to stop seeing it as a PR exercise and started treating it as an economic mission. What is at stake is not just a tourist season but an entire ecosystem of livelihood, perception and cultural identity.
The way forward is clear but it must be walked with sincerity, coordination and a deep understanding that in Kashmir, every valley tells a story and every story deserves to be heard, seen and visited.
