Omar Abdullah Vs Kashmir’s Tourism Industry: A Crisis of Trust, Silence, and Missed Opportunities
By: Javid Amin | 18 Sepetember 2025
The Tourism Paradox
Tourism is Kashmir’s most celebrated economic engine and cultural ambassador. Yet in 2025, after the April Pahalgam tragedy and months of security concerns, the sector finds itself in a fragile state. Even as the Chief Minister pitches Kashmir at international forums, he faces an unlikely opponent: the silence of his own tourism industry.
The latest flashpoint came when Omar Abdullah criticized hoteliers, travel agents, and industry associations for their muted response to his efforts—including a proposed Paris visit to revive foreign confidence in Kashmir. His remarks have sparked a heated debate: Is the tourism industry failing to back its biggest political patron? Or is the government failing to win their trust?
“I’ll go only to save the tourism industry” — Omar’s Stand
At the Travel Agents Association of Kashmir (TAAK) meeting in Gulmarg, Omar Abdullah was visibly frustrated. Facing criticism for his Paris plan, he lashed out:
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“None of you asked me to go into the Pahalgam market on a cycle. I understood my responsibility.”
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“Either they should tell us not to promote tourism, or they should compensate those who have incurred losses.”
His core complaint: the industry did not defend him when he was attacked politically for trying to promote Kashmir abroad.
The Paris Controversy: Politics vs. Promotion
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The proposal: Omar was scheduled to attend an international tourism conference in Paris.
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The problem: The trip was leaked before formal approval, triggering outrage that the CM was “enjoying foreign junkets” while Kashmiris faced economic hardship.
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The silence: Industry bodies that stood to gain from the visit failed to issue public statements backing him.
This silence cut deep. In Omar’s words, it weakened the credibility of Kashmir’s entire promotional campaign.
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Destinations Closed, Dreams on Hold
Omar also highlighted contradictions in the government’s tourism narrative. How can Kashmir be promoted abroad while many of its iconic sites remain closed due to security or administrative reasons?
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Drang (Tangmarg): Closed after environmental concerns.
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Doodhpathri & Yusmarg: Declared sensitive zones.
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Tosa Maidan: Former firing range, still restricted.
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Aaru & Betab Valley: Shut due to security advisories.
For stakeholders, these closures mean empty rooms, cancelled tours, and declining credibility. For tourists, it signals mixed messaging: Is Kashmir really safe to visit?
Tourism Industry: Silence or Strategy?
Why did the industry not back Omar? Analysts suggest multiple reasons:
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Fear of Political Fallout – Many hoteliers and travel agents fear that aligning publicly with a CM could backfire if the political winds shift.
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Disillusionment with Government – Repeated curfews, internet shutdowns, and sudden restrictions have left stakeholders skeptical of government promises.
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Fragmented Industry Bodies – Unlike Rajasthan or Kerala, Kashmir’s tourism industry lacks a united, powerful federation to lobby collectively.
Case Study: Hotelier in Pahalgam
“I lost half my season after the April tragedy. I welcome promotion abroad, but when tourists return, the ground reality—closed sites, poor connectivity—speaks louder than conferences in Paris,” said one hotel owner requesting anonymity.
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Tourism Economy at Stake
Tourism contributes nearly 7% to J&K’s GDP and supports over 20 lakh people directly and indirectly. After the April 2025 attack, footfall plummeted by 40%, hitting hoteliers, transporters, guides, and artisans.
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Hotels: 60% occupancy drop in Gulmarg and Pahalgam.
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Houseboats: Bookings down by 50%.
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Handicrafts: Export orders cancelled due to safety concerns.
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Transport: Sumo and cab drivers faced 3–4 months of zero income.
Omar’s frustration is tied to this economic urgency. Every lost season means cascading hardship for thousands of families.
Voices from the Political Corridor
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Mohammad Yousuf Tarigami (CPI-M): “Promotional tours are not enough. Unless infrastructure and safety improve, tourists won’t return in sustainable numbers.”
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Aga Ruhullah (NC MP): “The government must stop treating promotion as a PR exercise. The highway is blocked, flights are expensive—fix basics first.”
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Sajad Lone (PC President): “Tourism cannot survive on photo ops. There has to be structural support, insurance cover, and accountability.”
MICE Tourism & New Investments
At the Gulmarg event, Omar inaugurated a state-of-the-art convention centre, aimed at promoting MICE tourism (Meetings, Incentives, Conferences, and Exhibitions).
Experts believe this is a step in the right direction:
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Diversifies beyond leisure tourism.
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Attracts corporate events.
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Provides year-round activity rather than seasonal peaks.
But without broader industry support, the initiative risks becoming symbolic rather than transformative.
Also Read | Kashmir Is Ready 2025–26 – Safe, Warm & Waiting for You
What Needs to Change? A Roadmap Forward
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Industry-Government Compact
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Regular consultative meetings.
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Joint press statements to present a united front.
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Tourism Crisis Cell
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Rapid response team for incidents (attacks, floods, roadblocks).
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PR management to prevent cancellations.
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Destination Revival
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Gradual reopening of closed sites with security and infrastructure upgrades.
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Local community partnerships to ensure sustainability.
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Narrative Shift
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Move from “Kashmir is safe” to “Kashmir is unique, resilient, and enriching.”
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Editorial Reflection: Silence is Costly
The Chief Minister’s public rebuke of his own tourism industry reveals a deeper crisis: a trust deficit between governance and stakeholders.
Omar is right to feel let down, but the industry’s silence reflects its lack of faith in political promises. Unless this gap is bridged, Kashmir risks losing more than just tourist footfall—it risks losing credibility as a global destination.
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Bottom-Line: Beyond Silence, Toward Solidarity
Kashmir’s tourism is not merely about hotels, shikaras, or snow—it is about livelihoods, heritage, and identity. For the industry to recover, both government and stakeholders must abandon silence and work together.
Tourism in Kashmir can no longer survive on cycles through Pahalgam markets or conferences in Paris. It demands accountability, solidarity, and vision. Otherwise, the world will see not just a silent industry, but a silenced paradise.
