May 21, 2025 – Efforts are being made to revive tourism in Jammu and Kashmir following the blow dealt to the sector after the Pahalgam attack. The Jammu and Kashmir administration, in coordination with the Central Government, is making renewed efforts to revive and boost tourism in the Union Territory.

A roadshow from Srinagar to Pahalgam was organised on May 18 with a large convoy of cabs setting out from the banks of the Dal Lake. The participants included shikara operators, travel agents and hoteliers and the goal of the roadshow was to convey that Kashmir is safe.

Slogans like “Invest in Kashmir’s future, Tourism and peace go hand in hand” were displayed on the vehicles. The convoy was flagged off by Tanvir Sadiq, spokesperson for the ruling National Conference (NC). It was stopped 30 kms before Pahalgam citing security reasons.

“This summer season has been lost. Hardly any tourists are visiting now. Our current focus is on ensuring Amarnath Yatra (from July 3) is conducted peacefully. We want every pilgrim to return safely. After that, we will look at ways to revive and promote tourism in the region,” says Chief Minister Omar Abdullah expressing dismay at the current exodus of tourism from the region.

Additionally, the travel industry is planning tie-ups with airlines and hotels to provide tourism packages for the Valley.

Readers may recall that 26 people lost their lives in a deadly terror attack in Pahalgam on April 22, 2025. Following the incident, tourists have been avoiding a visit to the region which usually at this time of the year is abuzz with visitors and tourist activities.

With Media Inputs