The Kashmir Town Struggling to Rebuild Its Tourism Industry

Evening calls to Nazakat Ali, a 30-year-old tour guide in Indian Kashmir, have become routine. Each time his phone rings, he responds with the same composed assurance: the region is safe, he will be there, and visitors should come. Yet, the reassurance feels harder to deliver now. “There’s a lot of fear,” he says, noting the need to convince callers that all is well.

A Year of Turmoil and Uncertainty

One year after a deadly attack in Pahalgam left 26 people dead, the town’s tourism sector remains in disarray. The assault, one of the most severe targeting tourists in Kashmir in recent decades, upended a fragile industry that had managed to thrive despite years of unrest. In the wake of the tragedy, authorities closed 48 of 87 tourist attractions, causing visitor numbers to plummet from nearly three million in 2024 to under 1.2 million in 2025.

While some sites have reopened, Baisaran meadow—the location of the attack—remains shut. The incident sparked four days of military clashes between India and Pakistan, with Delhi blaming a Pakistan-linked group for the killings. Islamabad denied the accusation, but the conflict underscored the broader instability in the region.

Local Impact and Economic Strain

For Mohammad Abubakar, a 25-year-old hotel owner, the attack marked a turning point. He had invested two million rupees to open his business just four months prior, only to see it collapse after April. “We earned almost nothing,” he said, describing the financial toll.

The decline has disrupted daily rhythms. In Pahalgam, mornings still bring the familiar sight of pine slopes bathed in pale light and the steady flow of a valley river. But the town’s pace has slowed. Guides gather at roadside spots, awaiting uncertain work. Visitors arrive in small groups, snapping photos quickly, as if measuring their time. By nightfall, the streets are quiet, with few choosing to stay.

Hotels once packed to capacity now sit empty, with up to 80% of rooms unoccupied. Mushtaq Ahmad Magrey, head of the local hotel association, lamented the loss: “My goal last year was to earn 20 million rupees, but I could only make 1.5 million.”

Legacy of Fear and Daily Life

Four miles from the meadow, a memorial now stands as a symbol of the tragedy. People approach it cautiously, leaving flowers or pausing to read the names of the victims. The somber atmosphere reflects a lingering hesitation—whether to stay or leave.

“This attack is different. It sent a very negative message,” says Abdul Waheed Bhat, leader of the pony riders’ association in Pahalgam.

Kashmir’s conflict has long followed a cyclical pattern—protests, security crackdowns, and militant violence—interrupted by periods of relative calm. Tourism, however, has always found a niche in this instability. Places like Pahalgam, famed for its pine forests and alpine landscapes, were typically spared from direct attacks. The April incident changed that, targeting visitors and leaving a lasting mark on the community.