Pahalgam Attack hits at Kashmir's Recovering Tourism Sector
The terrorist attack targeting tourists in Pahalgam on Tuesday, April 22nd, 2025, represents a significant and deliberate blow to Jammu and Kashmir's tourism industry. This sector has witnessed substantial growth since 2018 and has been consistently highlighted by authorities as a primary indicator of returning stability and "normalcy" in the region following the political changes of 2019. The timing and location of the attack appear calculated to maximize disruption during the peak spring tourist season, causing big worries about what will happen soon and later to the Valley's economy and the story of peace.
Targeting the Meek
The choice of Pahalgam as the attack site is especially damaging. Located in South Kashmir, Pahalgam is a cornerstone of the Kashmir tourism circuit, famed for its scenic beauty, including the Baisaran meadows where the attack occurred. It also serves as a crucial base for the annual Amarnath Yatra pilgrimage, which draws hundreds of thousands of devotees. By striking at such a popular and accessible destination during the height of the spring season – when visitors flock to witness the blooming landscapes – the perpetrators aimed directly at the heart of the region's economic and symbolic revival.
Industry stakeholders have reacted with alarm. Rauf Tramboo, president of the Travel Agents Association of Kashmir, characterized the attack as a "huge blow," expressing fears that the progress made in recent years due to a relatively peaceful environment could be undone. He noted that inquiries regarding cancellations from business partners and tourists began almost immediately, signaling potential widespread economic repercussions. The tourism sector provides livelihoods for thousands across the Valley, encompassing hoteliers, transport operators, shikara owners, guides, and associated service providers, all of whom stand to be affected by a downturn.
Tourism Growth and the "Normalcy" Narrative
In recent years, both the central and Union Territory administrations have actively promoted Jammu and Kashmir as a safe and welcoming tourist destination. High-profile events, such as the G20 tourism working group meeting held in Srinagar in May 2023 (under heavy security), along with new policies encouraging event hosting and film production, were part of a concerted effort to bolster the sector and project an image of stability.
Officials, including Lieutenant-Governor Manoj Sinha, have frequently cited rising tourist numbers as tangible proof of peace returning to the region. Official figures indicate a significant recovery and growth trajectory. While tourism dipped sharply in 2019 (following the Article 370 abrogation) and 2020 (due to the COVID-19 pandemic), visitor numbers surged impressively thereafter. In 2024, Chief Minister Omar Abdullah stated that over 23 million tourists visited J&K, a substantial increase from pre-2019 levels, with Kashmir Valley alone receiving over 2.7 million visitors in 2023.
This narrative linking high tourist footfall directly to normalcy has been questioned. In 2022, Omar Abdullah cautioned that while tourism reflects economic activity, true normalcy requires an "absence of fear" and the inability of militants to strike, conditions he argued were not yet fully met.
Tuesday's terror attack in Pahalgam serves as a stark and brutal challenge to the narrative of restored normalcy in Jammu and Kashmir, striking directly at the tourism sector that has been its most visible symbol. While the industry had shown remarkable resilience and growth post-2019, this incident, occurring at a peak time and prime location, threatens to reverse gains and instil fear, potentially leading to significant economic hardship. It shows how easily peace can be broken and highlights the ongoing security problems, even as efforts are made to improve the economy and make the Valley stable.
