Pahalgam terror attack deals severe blow to Kashmir’s tourism sector

The deadly terror attack in Pahalgam on Tuesday, which claimed the lives of 26 civilians—mostly tourists—has cast a dark shadow over Kashmir’s tourism industry. In the wake of the tragedy, several Western countries, including the United States, have issued travel advisories urging their citizens to avoid all non-essential trips to Jammu and Kashmir. More nations are expected to follow suit.

The U.S. has updated its advisory, warning of violence in the region, especially along the Line of Control (LoC) and in popular tourist destinations like Srinagar, Gulmarg, and Pahalgam. The attack in Pahalgam, a renowned hill station, has not only shaken public confidence but also overshadowed the success of the G20 tourism meeting held in Srinagar in May 2023. That event had significantly boosted both international and domestic tourism to the Valley.

“After the G20 event, we saw a surge in international bookings. Now, cancellations are pouring in,” a senior official from the Tourism Department told Deccan Herald. The attack has undone years of effort to revive the sector, which had shown strong recovery from the pandemic-induced slump. Kashmir had seen record-breaking domestic arrivals from 2022 to early 2025, with the G20 summit marking a key milestone.

Security forces are reassessing plans for major tourist hubs, but industry players fear the damage is already done. Tour operators and hospitality businesses are calling for an urgent government outreach to restore Kashmir’s image, though many believe it could take months, if not years, to rebuild the trust that had begun to take hold after the G20 success.

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