Kashmir Tourism Revival 2025: CM Omar Abdullah Urges Tour Operators to Rebuild Confidence Post-Pahalgam Attack
By: Javid Amin | Srinagar | 12 July 2025
Hope Beyond Headlines
In the wake of the deeply tragic Pahalgam terror attack earlier this year, the spotlight on Jammu & Kashmir shifted dramatically from its breathtaking beauty to security concerns. But now, in a renewed push to heal the region and restore its image, Chief Minister Omar Abdullah has taken a proactive approach, reaching out to India’s travel and tourism industry with an emotional and strategic appeal.
His message is clear: “Kashmir is safe, beautiful, and ready to welcome the world again.”
The Kolkata Outreach: Rebuilding Trust with Travel Professionals
During a significant travel industry summit held in Kolkata, Chief Minister Omar Abdullah addressed hundreds of tour operators, travel agency owners, and tourism influencers. The purpose? To share his vision for the revival of Kashmir’s tourism sector and rebuild national confidence in the Valley as a prime travel destination.
What Was Discussed:
- Showcasing Kashmir’s natural beauty, hospitality, and cultural richness
- Assurances of enhanced safety protocols across all tourism hubs
- Incentives for travel agents, including group bookings, discounts, and GST waivers
- Dedicated support teams to coordinate logistics, permissions, and on-ground travel
- Updates on improved infrastructure, including new roads, airport enhancements, and better connectivity
Omar Abdullah’s Words:
“We are committed to making Jammu and Kashmir a top choice for travellers. I invite all of you to be our partners in this journey of revival and growth.”
The CM’s words were met with standing ovations and deep applause, reflecting not only political sentiment but a heartfelt desire across the tourism industry to see Kashmir flourish again.
Also Read | JKL Travels Mega Offers 2025: Honeymoon, Family, Pilgrim, and Luxury Trips to Kashmir at Budget Prices!
Why Kashmir Matters to Indian Tourism
Jammu & Kashmir has long been called “Paradise on Earth”, not just because of its scenic wonders, but due to its emotional place in the Indian travel psyche. For decades, families, honeymooners, pilgrims, and adventurers alike have found magic in the Valley’s landscapes and warm hospitality.
Economic Importance:
- Tourism contributes over 7% to J&K’s GDP
- Over 2 million direct and indirect jobs depend on tourism
- Local economies in Gulmarg, Pahalgam, Sonamarg, and Srinagar rely heavily on seasonal travel
Cultural Significance:
- Kashmir hosts some of India’s most important pilgrimage sites (Amarnath, Hazratbal, Shankaracharya)
- It is home to distinct crafts like papier-mâché, pashmina, and walnut woodwork
- A growing destination for eco-tourism and film tourism
When tourism suffers, the entire ecosystem – from shikara owners to hotel managers – is impacted.
The Impact of the Pahalgam Attack: Setback & Resilience
The April 22, 2025, Pahalgam terror attack, which claimed the lives of 26 people including several tourists from West Bengal, was a shocking reminder of Kashmir’s delicate security challenges. The tragic event cast a shadow over the tourism season, leading to cancellations, reduced bookings, and a media storm.
Immediate Aftermath:
- Tourism plunged by over 48% in the month following the attack
- Pilgrimage bookings for Amarnath Yatra declined by 35%
- International travelers suspended itineraries due to travel advisories
But Kashmiris responded with dignity and resolve. Locals organized vigils, businesses offered refunds and extended stays, and the government worked overtime to install security audits and recovery protocols.
Also Read | JKL Travels Presents: The Call of the Mountains – Discover Kashmir & Ladakh Like Never Before!
Current Signs of Revival: Is Kashmir Bouncing Back?
Despite the grim episode, tourism indicators in June and July 2025 are pointing upward:
- Flight bookings to Srinagar increased by 22%
- Over 4.5 lakh devotees registered for the ongoing Amarnath Yatra
- Hotel occupancy in Srinagar during Eid and summer vacation crossed 65%
The message is spreading: Kashmir is safe to visit again.
Safety Measures in Place:
- Deployment of tourist police at all major destinations
- CCTVs and surveillance hubs at key checkpoints
- Improved coordination between tourism department, local police, and private operators
Government Assurances: Full Support for Tour Operators
The J&K Government under CM Omar Abdullah has unveiled a roadmap to support domestic travel companies:
Key Initiatives:
- Creation of State Tourism Safety Taskforce
- Real-time travel app for live updates on traffic, weather, and safety
- New subsidies for group travel bookings
- Special collaborations with IRCTC, MakeMyTrip, Yatra.com, and state-level travel associations
The goal is not just to invite tourists, but to partner with the travel community.
Upcoming Events & Campaigns
To increase visibility and excitement, a series of events and promotions have been planned under the “Kashmir Calling 2025” campaign:
Highlights:
- Kashmir Summer Festival: Folk music, food, and handicrafts in Gulmarg
- Honeymoon in Heaven Offer: Discounted couple packages with add-ons
- Kashmir for All: Inclusive tourism for senior citizens and differently-abled
- Chalo Kashmir Contest: Social media competition with free trips for winners
Safety First: Addressing Public Concerns
Despite renewed optimism, public anxiety remains. The government has responded with transparent communication and media campaigns.
How They’re Rebuilding Trust:
- 24/7 helpline for tourists
- Real-time weather + security advisory dashboard
- Frequent press releases to counter misinformation
- Collaborative training of local hosts on emergency response
Voices of Support from Industry
Reactions From Tour Operators:
“Kashmir remains on our top domestic travel list for 2025. The government’s involvement gives us confidence.” — Akash Shah, Eastern India Tour Operators’ Guild
“We’ve resumed bookings after two years. Clients are asking for Gulmarg and Pahalgam again!” — Priya R., TravelWings Bengaluru
From Social Media:
“Visited Kashmir with my parents this June. Felt safe, welcomed, and completely at peace. Highly recommend it.” — @TravelWithNeha
Economic Recovery: A Region Reawakens
Ripple Effects of Tourism Revival:
- Increase in demand for local handicrafts and pashmina exports
- Revival of shikara businesses, horse rentals, and guides
- New employment for youth through homestays and eco-tours
- Rising hotel revenues and tax collections
Tourism is not just a sector; it is the lifeline for peace, jobs, and dignity in Kashmir.
Call to Action: Let’s Travel. Let’s Trust. Let’s Rebuild.
Omar Abdullah’s campaign is more than a speech — it’s a call to collective action.
If You’re a Tour Operator:
- Partner with J&K Tourism Department
- Offer special Kashmir itineraries
- Reassure your clients with real-time info
If You’re a Traveler:
- Visit Kashmir responsibly
- Share your stories to inspire others
- Support local businesses and hosts
Let’s not allow fear to define one of the most beautiful regions in India.
