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The peace of the Basaron Valley of Kashmir, which was often called ‘Mini Switzerland’ for its postcard-perfect views, was shattered on 22 April, when a terrorist attack in Pahalgam claimed 26 lives.
This latest work of violence is a cruel setback for the delicate revival of the valley in tourism.
In response, the government has moved forward rapidly to ensure tourist safety.
Civil Aviation Minister Ram Mohan Naidu confirmed that four special flights – two Delhi and two for Mumbai – Srinagar from Srinagar, with additional flights, were arranged from Srinagar. Airlines have been directed to maintain standard fare levels to avoid price hike.
Union Tourism Minister Gajendra Singh Shekhawat accepted the efforts of “separatism and terrorism” and assured that the ministry was working to “reduce the impact” on the tourism of Jammu and Kashmir.
Industry Step: Sympathy on earnings
The travel industry has also responded with rare unity and compassion. Cox and Kings announced 100% correspondence for all Kashmir booking and No-Quacation-Escading Resconduling Policy. Karan Aggarwal, director of Cox and Kings, said, “This is a moment that calls for compassion on commerce.”
Easemytrip president Nishant Pitti echoed similar feelings, offering free changes and cancellation discounts for booking till 30 April. “We are committed to support our customers during this time of uncertainty,” he said.
Cleartrip Chief Development and Business Officer Manjari Singhal revealed that flight cancellations increased to 7X, while future bookings have fallen by about 40%. “Our teams stand to help the passengers navigate the crisis,” he said.
Makemytrip also confirmed that it is providing full flexibility on booking, while its on-ground team keeps on assisting the affected tourists.
Tourists respond with grief, hesitation
Some recent visitors are now questioning whether they will return. 43 -year -old NFT artist Jyotna Dwivedi was planning to visit Gulmarg with his children. “Now, wow khwab rah,” he said. 33 -year -old Kanika Nagpal, who visited the Dal Lake and moved to the Mughal Road, described her journey as “magical”. But the attack shook him. “We used to feel safe then. Now, I am afraid to go back.”
Jyotsna further shares, “Such incidents shatter the spirit of security, which we once felt in places we had dear. I am not sure that I will never be able to come back. Kashmir will always be a special place in our hearts, but now, I don’t think I can plan there with my children.”
Kanika says, “My husband Anirudh Mendhiratta and I visited Kashmir and discovered Gulmarg, Pahgam, Basaron Valley and Srinagar. While winning a Shikara’s dream of living on Dal Lake, looking at Kahr, the road was really magical.
Locals urge tourists not to lose confidence
“Most people have canceled their trips and our work is already badly affected, but we want to urge people to come. We are fighting for them, we are with them. Kashmir is with the love of these tourists, heaven is heaven,” a Shikara boat operator on Dal Lake.
Umera, who co-established the tour company Epic Woys with her friend and proudly called it a female-laid enterprise, says, “We have been two years since, and tourists have been incredibly helpful, and a dream to start this company will be true. It is our country.
Fashion and tourism stakeholders speak
Designer Varun Bahl, who performed his collection for the first time in the valley in 2023, says, “It took years to rebirth and encourage tourists to rebirth and go to this beautiful place, and now this progress is back. The government is very important to see the government as a fashion show as Kashmir. Some of the most beautiful places on earth are very important.
Rahm Shah, who runs a Zeler International Event in Bermula district, now said, “This is very terrible. The tragedy will bother us mentally and financially. No tourist will now feel comfortable to come to this place – not only the tourism industry, but I will work for Varun Bahl’s fashion shows. Even small events seem unable.”
This is a peak season
The recent attack in Pahalgam has come at the worst time – between the Shikhar tourism season (April to October) of Kashmir. This has triggered the flood of cancellation, putting the tourism income of the region at a serious risk.
“Was fully packed, the whole of Kashmir was packed at the time of the attack. There was not a single hotel with empty rooms. Now, we are not leaving anything, but we need to show that we will not come back,” we said Shamim Shah, president of the Federation (Jammu and Kashmir Chapter) of India.
What number says
According to reports, in early January to April 2025, more than 5.24 lakh tourists visited Kashmir, with most domestic passengers.
January: 1.51 lakh visitors
February: 1.47 lakh visitors
March (Peak Month): 1.76 lakh visitors
1-7 April: Around 50,000 tourists
Tourism is a major driver of the economy of Jammu and Kashmir. But now, with increasing security concerns, this recovery can derail.
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