Pahalgam, a once-thriving tourist destination in Jammu and Kashmir, has witnessed a steep decline in visitor footfall following the gruesome terrorist attack on April 22, 2025, that claimed the lives of 26 civilians — 25 tourists and one local resident. The attack, which took place in the picturesque Baisaran meadow and led to a four-day military conflict between India and Pakistan, has left the local tourism industry in a state of crisis.
According to the Pahalgam Hotels and Owners Association (PHOA), hotel occupancy has plunged to just 10%, with many large establishments reporting zero bookings. The more than 1,500 hotels in the area, once filled with vacationers, now stand deserted. “There are many big hotels with zero occupancy. Staff have been sent home until the situation improves,” said Javed Burza, president of the PHOA. “The terror attack was not just gruesome but deeply unsettling. The future of tourism looks grim right now.”
Public parks such as Poshwan Park, Nehru Park, Island Park, Lidder View Park, and Aru Park, key attractions in the area, remain closed under government advisories. Local hoteliers are urging authorities to reopen these spaces to attract back domestic visitors.
Despite the grim outlook, the hospitality sector is hoping for a turnaround with the commencement of the Amarnath Yatra on July 3. Many hotels are offering discounts of up to 50% to encourage bookings. “We are ready to host pilgrims. If the yatra goes well, tourists might return. We’re doing everything we can to make Pahalgam welcoming again,” said Mr. Burza.
However, the impact on the local economy is already severe. With no agricultural land or orchards, Pahalgam’s approximately 9,264 residents depend almost entirely on tourism. Youth who had invested heavily in adventure sports such as zorbing and ziplining are now in financial distress. “I took a bank loan to start my business. With no tourists, everything is at a standstill,” said Nazeer Mir, a local entrepreneur.
Others who had rented hotels for the peak May–June season are also facing losses. “We won’t even recover the advance payments we made to book the hotels. Many people have gone into depression. The government must step in to support us,” said local resident Firdous Dar.
In response to the crisis, the Jammu and Kashmir Hotels and Restaurants Association (JKHARA) announced a 65% discount on hotel tariffs and the launch of customized packages for local tourists. “We are coming out of a war-like scenario. Hoteliers understand the situation and are committed to recovery,” said JKHARA president Babar Chowdhary.
Despite the setback, hoteliers remain optimistic that Pahalgam’s natural beauty will eventually lure tourists back. “Our valley is clean, safe, and ready. We believe no act of terror can permanently dim the spirit of Kashmir,” Mr. Burza concluded.
