Kashmir tourism hit by mass cancellations after Pahalgam attack, ET TravelWorld

The April 22 terrorist attack in Pahalgam, which killed 28 tourists, has led to a significant downturn in Kashmir‘s tourism sector. A LocalCircles survey of over 21,000 Indian travelers reveals 62% of families with 2025 Kashmir travel plans are now canceling bookings. Only 38% intend to proceed with their trips, signalling a crisis for the region’s tourism-dependent economy.

The attack has disrupted what was shaping up to be a record tourism year. Jammu and Kashmir had already welcomed 2.3 crore visitors in early 2025, building on 2023’s record of 21.1 million tourists. The timing is particularly damaging, with the key Amarnath Yatra pilgrimage season set to begin in June. Airlines report over 15,000 flight cancellations to Srinagar in the attack’s immediate aftermath.

Survey data shows travellers remain deeply divided about future visits. While 29% say they’ll likely visit Kashmir within three years, 33% will decide based on government handling of security. Another 21% have ruled out visiting, reflecting lasting concerns about safety. The responses highlight how security incidents can have long-term impacts beyond immediate cancellations.

Industry stakeholders express alarm at the economic consequences. Former minister Sajad Lone noted the attacks aim to “disempower Kashmir economically,” while tour operators fear both short-term losses and prolonged reputational damage. The crisis threatens thousands of jobs in hospitality, transportation, and related sectors that depend on tourist spending.

Government response will be crucial to restoring confidence. Both state and central authorities face pressure to implement visible security measures for tourists while apprehending those responsible. Effective communication about safety improvements and potential travel incentives may help mitigate the damage, but progress needs to be demonstrable. The survey demographics reveal concerns span India’s urban-rural divide, with respondents from Tier 1 (41%), Tier 2 (28%), and Tier 3/rural areas (31%). This broad-based wariness suggests recovery efforts must address nationwide perceptions of risk. Women travellers (37% of respondents) may require particular reassurance given safety concerns.

Kashmir’s tourism sector now faces its most serious challenge in years. While the region has rebounded from past crises, the scale of cancellations and uncertain traveller sentiment underscores the need for coordinated security and recovery measures. How quickly and effectively authorities respond will likely determine whether 2025 becomes a temporary setback or a prolonged downturn for Kashmir’s vital tourism industry.