The tourism sector in Jammu and Kashmir has been severely impacted following the deadly terrorist attack in Pahalgam, which led to widespread cancellations and a steep decline in bookings. However, Chief Minister Omar Abdullah’s recent meetings with key industry stakeholders have injected a much-needed sense of hope. Amid growing uncertainty and financial distress, his assurances to advocate for central financial support and relief measures have offered a glimmer of optimism to those struggling to keep their businesses afloat.
Tourism operators, many of whom are facing crippling debt and plummeting business, have been reeling from the consequences of the attack, which claimed 26 lives, mostly tourists. “The moment the news broke, cancellations started flooding in. We’ve seen bookings vanish, and our business is on the brink,” said Imran Ahmad, a hotelier from Gulmarg. “The Chief Minister’s intervention is the first time in a while that we feel the government recognizes our struggle. His assurances give us hope that we won’t be left to fend for ourselves.”
Abdullah has pledged to raise the issue with Prime Minister Narendra Modi and Finance Minister Nirmala Sitharaman, focusing on a structured and inclusive approach to relief and recovery. His proposals include temporary loan deferments, interest relief, compensation for border residents facing property damage, and a comprehensive relief package to revive tourism-dependent livelihoods.
The terrorist attack in Pahalgam cast a long shadow over the summer season, with cancellations coming in rapidly and tourism operators seeing little to no recovery in the immediate aftermath. “It’s not just the hotels,” said a local tour operator. “Everyone has been affected—drivers, houseboat owners, artisans—there’s a ripple effect that has hit the entire sector.”
In response to the crisis, Abdullah has called for a collaborative action plan to be developed after the upcoming Shri Amarnath Ji Yatra. The proposed measures not only include financial assistance but also innovative promotional campaigns aimed at restoring interest among potential visitors. These could include themed shopping festivals, cultural performances, and tourism fairs to attract tourists back to the region.
The meeting with stakeholders also discussed strategies to incentivize corporate travel, such as through Leave Travel Concession (LTC) schemes, hosting official conferences, and pushing for reduced airfares to make the destination more accessible to a wider range of visitors.
“We are grateful for the Chief Minister’s suggestions and hope the Centre will act quickly,” said Showkat Dar, who runs a family-owned guesthouse near Dal Lake. “Even a temporary loan moratorium would help us breathe for a few months until the situation improves.”
Despite the heavy toll on the tourism sector, signs of resilience remain. Tourism officials have confirmed that interest in Jammu and Kashmir remains high, with several travel companies and influencers expressing a willingness to partner in future promotional campaigns. Abdullah has also pledged to personally engage in these efforts once the situation stabilizes.
