After Pahalgam terror attack, Kashmir banks on PM, trains, Chenab and trust to revive tourism

Travel industry representatives and experts will be visiting Kashmir later this month to evaluate the safety measures implemented in the Union Territory after the Pahalgam attack, as part of confidence building measures to draw tourists back to the picturesque Himalayan region which saw a wave of cancellations by holidaymakers after the terror strike.

Experts said that Prime Minister Narendra Modi’s visit to Kashmir after the incident, the start of a Vande Bharat Express train service and inauguration of the world's highest rail bridge over river Chenab could supplement the confidence building measures being taken to boost tourism there.

The J&K tourism department recently organised a seminar in which tourism professionals and tour operators from across the country were invited. The aim was to boost the confidence of tour operators," Debjit Dutta, Bengal Chapter chairman at Indian Association of Tour Operators (IATO), told ET.

“The recent incident has given a major blow to tourism there. Tourists travel but safety of their lives is prime. Starting of the railway lines yesterday and the PM's visit now may act as a booster and confidence building measure,” Dutta said. “We expect tourism in the upcoming season from September-October to look up. It is not just Kashmir, but Leh & Ladakh have also been impacted. Two states--Bengal and Gujarat--contribute most in travel. Kashmir is a destination which is always one of the top and must visit destinations.”

However, Dutta said it will take a lot of time to reach the peak that was achieved in the last few years. “Kashmir has become an all-time favourite destination in recent years. Every day, 27-28 flights were touching down at the airport. If things go well, in the present situation after Pahalgam, it will take at least 3-4 months to normalise. But to reach the past peak, a lot of time will be required.”

Prime Minister Narendra Modi, who inaugurated the world's highest rail bridge and India's first cable-stayed bridge Anji on Thursday, alleged in a speech in Katra that Pakistan is against humanity, tourism and the livelihood of the Kashmiris, and thus attacked tourists in Pahalgam.

Anil Punjabi, national committee member of Travel Agents’ Federation of India (Tafi), said teams of various organisations are travelling to Kashmir this month to help revive tourism in the state and check the safety and security measures for travellers.

“Tafi representatives will be visiting Kashmir on June 13 with two representatives from every state, including in collaboration with local travel agents. The travel bodies are expecting tourism to look up post June,” said Punjabi, who is based in Bengal, the state that accounts for 25-30% of tourism in Kashmir.

“The purpose is to have on-ground inspection to understand the situation first-hand, talking to the local people, local agents, seeing if everything looks normal, monitoring the hotel services and staff after the recent incident in Pahalgam,” Punjabi said.

The terror attack in Pahalgam in April left 26 people dead, mostly tourists. It drove away holidaymakers and led to a barrage of travel and hotel reservation cancellations. Tafi and tour operators in Bengal claimed that cancellations were as high as 85%.

“The security is the main issue which we want to oversee-whether they are introducing something like tourist police. We can recommend them and discuss them with the local administration. The local travel agents are likely to arrange such meetings,” Punjabi said.

“The most significant assurance we need is the safety of the travellers. We are getting there and going to experience it ourselves. In the coming days, we are going to promote Srinagar and Pahalgam," Punjabi said.

"One Association has already gone and Tafi is going, too. Each association has 3,000 members, which is a huge number. The confidence of the travellers will be gained once such visits are made… It is directly affecting the livelihoods of the local people in Kashmir. What the PM is saying, things are looking very positive" he noted.

Akash Kundu, owner of Kolkata-based Explore India travel agency, said, “There are fewer tourists from Bengal now. We are trying to start Kashmir tours again. However, the bookings for next year 2026 January are already full. The travellers, who have made the bookings in 2026, have not cancelled.”

“From June 16, Indigo will start flights again. The loads are also filling up. We can be hopeful with more tourists visiting Kashmir,” the Tafi member said.