Tourism holds steady
Jammu and Kashmir has welcomed over 1.77 crore tourists, including 36,000 foreign visitors, according to official data. These figures may not match the highs of the previous year, but in the context of 2025’s disruptions, they reveal that tourism in Kashmir did not collapse, it endured.
The April 22 Pahalgam terror attack rattled confidence at the very start of the peak season. Floods followed soon after. Although winter was expecting to shore up tourism, a delay in snow played spoilsport. Each shock threatened to undo years of recovery. And yet, visitors kept coming.
Domestic tourism remained the backbone, but the return, however modest, of foreign travellers is a welcome development. There were other gains on the ground: Tourism activity spread beyond headline numbers. Homestays expanded livelihoods at the grassroots. Tourism spread to more places. And beginning 2026, Gulmarg, Sonamarg and Pahalgam saw strong winter bookings once snow finally arrived.
The belated snowfall has ushered in a pleasant change. It has not just eased fears of a water crisis but has revived Kashmir’s image as India’s most sought after tourism destination. As 2026 approaches, the signs are encouraging. Inquiries are up, and bookings are stronger. Kashmir’s tourism sector is entering the new year with momentum rather than fear. What is more, the government has identified nine new tourist destinations, and is developing the Kashmir Marathon as a flagship sports tourism initiative, and is positioning the region for an experiential travel. At FITUR 2026 in Madrid, the Tourism Department showcased the region through virtual reality experiences, traditional arts and crafts, and curated cultural engagements, while senior officials held meetings with global tour operators and media to rebuild confidence and partnerships.
If weather cooperates, and hopefully security holds, 2026 could well be a bumper year, not because Kashmir was spared hardship, but because it proved it could withstand it. Over the past more than three decades, Kashmir has endured even worst setbacks but managed to pull through. It will do so again.
