Path to Recovery

In 2024, the Kashmir Valley witnessed a significant resurgence in tourism, largely driven by domestic travelers. This marked a hopeful phase in the region’s economic recovery, which has long been tethered to the health of its tourism sector. Over the year, more than 21.1 million tourists visited Kashmir, with domestic tourists making up the majority. Encouragingly, this momentum continued into early 2025, with over 525,000 tourists visiting in the first quarter alone—more than 514,000 of them from within India.

Strong Start to 2025

Official statistics reflect steady tourist inflow. January 2025 welcomed 151,023 visitors (148,439 domestic and 3,585 international). February followed with 147,560 tourists, while March saw a peak with 176,355 visitors. In just the first week of April, another 49,544 tourists arrived. Cumulatively, the first 97 days of 2025 saw 525,272 tourists, comprising 514,845 domestic and 10,427 foreign visitors.

Setback Amid Success: The Baisaran Incident

However, the tragic incident in Baisaran near Pahalgam deeply impacted the sector, shaking the confidence of travelers and inflicting a severe economic blow. The loss of precious lives was not only a human tragedy but also a financial catastrophe for thousands of locals whose livelihoods depend on tourism—hoteliers, cab drivers, Shikara operators, pony owners, artisans, houseboat owners, and many others.

Many of Kashmir’s youth had invested heavily in tourism, often by selling property or taking bank loans to buy vehicles or convert homes into guesthouses. For them, the setback was devastating. While tourism wasn’t always the mainstay of Kashmir’s economy, in recent years, it became a beacon of hope for thousands of unemployed youth who saw in it a path to dignity and livelihood.

Infrastructure Growth and Tourist Hotspots

Thanks to sustained efforts by the government, tour operators, and various stakeholders, significant investments were made in promoting Kashmir on national and international platforms. Infrastructure improvements and promotional campaigns bore fruit in 2024, with iconic destinations seeing record footfall:

• Gulmarg attracted around 1.35 million visitors, including 1.08 million domestic tourists, 254,639 local visitors, and 10,783 foreign tourists. February emerged as the peak month for international arrivals.
• Doodhpather saw 1.86 million visitors, including 1.18 million domestic and 681,255 local tourists. The winter season witnessed a marked increase in footfall, highlighting the destination’s year-round appeal.
• Sonmarg welcomed 890,874 tourists, with a noticeable winter surge after the opening of the Z-Morh tunnel. This included 833,939 domestic tourists and 40,381 local visitors.
• Pahalgam, though hit by the Baisaran tragedy, continued to draw interest. Based on 2023 figures, the region hosted approximately 804,000 domestic tourists, 617,000 local visitors, and 14,000 international travelers—numbers that likely held steady in 2024.

The Role of Local Tourism

In the wake of recent setbacks, revitalizing Kashmir’s tourism industry requires a two-pronged approach. First, local tourism must be encouraged. Locals visiting popular spots with family and friends can stimulate economic activity, provide social proof of safety, and promote positive narratives. Hotel owners and tour operators should consider offering special discounts and packages for local visitors to encourage multi-day stays and increase footfall in lesser-known but equally beautiful locations. Government can also announce special leave and package for its employees to boost the tourism industry in Kashmir.

During Kashmir’s most turbulent years, it was the local population that sustained the tourism economy. Weekend getaways to hill resorts during shutdowns and hartals kept businesses afloat. That spirit of resilience must now be revived and strengthened and in this direction hoteliers’ associations and tour operators can play a major role.

Rebuilding Trust with Domestic Tourists

Equally important is the need to regain the trust of domestic tourists from other parts of the country. Every summer, families from the plains seek relief from heat in cooler climes—and Kashmir has always been a favored destination. The region's unparalleled beauty, pleasant climate, and legendary hospitality continue to win hearts, even among those personally affected by the recent tragic events.

A safe and successful Amarnath Yatra in 2025 can serve as a turning point. If managed well, it can reassure potential tourists about the safety and stability of the region. For this, a coordinated effort is essential. Government agencies must work in tandem with local stakeholders, and civil society in every district must rise to the occasion—welcoming Yatris warmly, ensuring their comfort, and sending them back with positive memories.

Ensuring Pollution Free Tourism: As we work toward reviving tourism in Kashmir, it is equally important to promote responsible and pollution-free travel. Visitors and locals alike must ensure that the natural beauty of our valleys, lakes, and mountains remains unspoiled. Avoiding plastic use, disposing of waste properly, and respecting local ecosystems are small steps that make a big difference. We the hosts need to be role models ourselves to inspire guests.  Let Kashmir not only be a destination of peace and hospitality—but also a model for eco-conscious and sustainable tourism.

Authorities and stakeholders should provide proper waste disposal systems, eco-friendly transport options, and awareness campaigns. Sustainable tourism is not just a choice—it’s a necessity to ensure that future generations can experience the same unspoiled landscapes that make Kashmir truly "Heaven on Earth."

Conclusion

Kashmir stands at a critical juncture. While the tourism industry has shown remarkable potential, recent events have underlined its fragility. A collective effort—by locals, civil society, the private sector, and the government—is essential to restore confidence and rebuild momentum. The people of Kashmir have always demonstrated resilience. Now, by supporting local tourism and ensuring a peaceful and welcoming environment for pilgrims and travelers alike, they can once again showcase the true spirit and unmatched allure of the Valley to the world.

Dr. Tanveer Ahmad Khan is an Environmental and Social Activist who has served at national and international level and possess Doctorate Degree on the topic “"Environmental Deterioration in Kashmir Valley with Special Reference to Lidder Vally” from JMI, Central University New Delhi.