Kashmir tourism picks up haltingly but closure of sites disappoints

While some tourists seem to have resumed their visit to various attractions in Jammu and Kashmir, the sudden closure of 48 tourist destinations for security reasons has further hit hard the industry.

As it is, the massacre of over two dozen civilians at Pahalgam by Pakistani terrorists has dealt a body blow to tourism in Kashmir at a time when the region was swarming with tourists.

Tourist trickle

But as days passed, a trickle of fresh tourist traffic resumed for Jammu and Kashmir although local stakeholders say the current tourist numbers are only about 20 per cent of expected arrivals in the peak season.

Also read: J&K: 48 tourist destinations shut after terror warning

Several popular destinations like Gulmarg, Sonmarg and Srinagar are attracting tourists. But areas like Pahalgam are experiencing a notable decline, with cancellation of bookings reported for the next two months.

Tourism earnings

The tourism industry in Kashmir yearly generates around Rs 7,000-7,500 crore for the local economy, which is about 7-8 per cent of the Union Territory's total GDP.

The current trend of a drop in tourism in the wake of the Pahalgam killings is most likely to affect the GDP.

The 2024-25 Economic Survey of Jammu and Kashmir estimated an annual Gross State Value Added from the hotel industry alone at around Rs 2,700 crore.

Mass cancellations

While about 2.36 crore of tourist footfall was recorded in 2024 in Jammu and Kashmir, the numbers are expected to be significantly low this year.

"We had bookings at our hotel until the end of next month but currently we do not have any bookings,” a spokesman for Hotel Riveria in Pahalgam told The Federal.

“With the closing of certain tourist sites, the cancellations are expected to further increase. With the risk of counterattack and rise in tensions at the (India-Pakistan) border, people might change or postpone their plans as well," the spokesperson added.

Shutdown of tourism sites

After the Jammu and Kashmir government shut down at least 48 tourist destinations and trekking trails citing security reasons, the locals are worried that this would further impact their livelihood.

While some sites like Sonmarg, Gulmarg, Aru and Betaab Valley are still open, others like Tosa Maidan, Dodapathri, Verinag, the Bangus Valley and Yusmarg have been closed.

Also read: Pahalgam terrorists rejected 3 other sites for attack due to tight security: Report

"We had plans to visit Dodapathri and Verinag as part of our travel itinerary but it's disappointing to know that they are closed,” Pramod Kumar, a tourist visiting the Dal Lake in Srinagar, told The Federal.

Staying on in Kashmir

“Our group of 20 people was in panic immediately after the Pahalgam carnage but we did not make any hasty decision of cancelling the plans. We can see other tourists like us have turned up here. We are now changing the plans and planning to visit some places in parts of Jammu," he said.

The stalls in Meena Bazaar, situated on the banks of Dal Lake, wear a desolate appearance even as shopkeepers eagerly await customers. But only a fraction turns up.

The livelihood of individuals and families involved in the sale of woollen clothes, handicrafts, dry fruits and the saffron industry is impacted.

Dal Lake boats

Manzoor Ahmad, a Shikara boat operator from Srinagar, shares his disappointment. He says of the 17 boats that operate from Ghat 9 at the Dal Lake, only three are currently running.

“We usually used to do two or three trips every day but there are hardly any trips now. My brother and I are both dependent on tourism for our livelihood. We do not have any other means to support the family," he told The Federal.

With uncertainty surrounding the reopening of tourist attractions, the locals are anxious about their financial stability. The online travel agencies are seeing a drop of about 60 per cent in bookings for Kashmir for this season.

Refunds to tourists

"There are last-minute cancellations of the already existing bookings until May-end. The good news is that businesses such as hotels, sightseeing operators and cab operators are offering complete refunds and also rescheduling the travel dates," an executive from one of the online travel agencies told The Federal.

In a bid to entice more visitors, travel agencies and tour operators in Jammu and Kashmir are offering discounts of up to 50 per cent on various services. From taxi rides to guided tours and hotel stays, the region's tourism industry is pulling out all the stops to make travel more affordable and appealing now.

Also read: Tourist exodus leaves Kashmiris panicking over livelihoods | Pahalgam attack

"The bookings for June and July are scarce. Tourism picked up from about 5 per cent last week to about 20 per cent currently but we rely on these three to four months for earnings,” Sharik, a taxi service operator in Kashmir, told The Federal.

Jammu trips too axed

“The tourist flow drops after July… Even those travelling to Jammu have dropped their travel plans. There are either cancellations or they are going to Shimla or Manali. There are only about 10 per cent of the bookings that are not cancelled. We want to reassure the tourists that we are open for hospitality," he added.

Despite challenges, the export of dry fruits and handicrafts from saffron to cricket bats is finding its way to markets, providing a much-needed boost to local businesses.

Meanwhile, locals are hoping for a return to normalcy. They are eagerly waiting for the reopening of the now-shut tourist sites to get a much-needed boost in tourist footfall.