Faith tourism, winter charm soften impact of security setbacks
TAUSEEF AHMAD
SRINAGAR, Dec 30: Despite facing one of the deadliest terrorist attacks in recent years and severe weather-related disruptions that crippled connectivity for weeks, Jammu and Kashmir’s tourism sector demonstrated remarkable resilience in 2025 by recording over 1.58 crore tourist visits, official data shows.
According to details accessed by Kashmir Despatch, the overall tourist footfall this year remained below the all-time high of 2.36 crore visitors recorded in 2024. However, officials said the 2025 figures clearly highlight the tourism sector’s ability to withstand major security challenges and natural setbacks. The sustained inflow was largely driven by religious pilgrimages, domestic leisure travel and a gradual return of foreign tourists.
Official statistics reveal that the Kashmir Valley received around 10.68 lakh tourists in 2025, including over 10.47 lakh domestic visitors and 21,361 foreign tourists. Tourist inflow remained robust during the first quarter of the year, with popular destinations witnessing healthy footfall. However, the momentum suffered a sharp setback following the April 22 terrorist attack in Pahalgam’s Baisaran Valley, in which 26 civilians, mostly tourists, were killed.
In the aftermath of the attack, authorities temporarily closed several tourist destinations citing security concerns. The move triggered widespread cancellations, a sharp fall in bookings and a steep decline in arrivals, particularly in south Kashmir, which traditionally remains a key hub of leisure tourism.
The sector faced another major challenge in September when extreme weather conditions forced the closure of the Jammu–Srinagar National Highway for nearly three weeks, severely impacting tourist movement, supply chains and travel plans during the peak season.
In contrast, the Jammu region continued to anchor the Union Territory’s tourism economy, recording over 1.47 crore visitors, including nearly 12,000 foreign tourists. Officials attributed this sustained inflow largely to year-round pilgrimages to Shri Mata Vaishno Devi, Shiv Khori and other prominent religious shrines, which continued to attract lakhs of devotees despite adverse conditions elsewhere.
Director of Tourism, Kashmir, Syed Qamar Sajad (JKAS), told Kashmir Despatch that the sector’s recovery was the result of sustained confidence-building measures taken over the past several months.
“There was undoubtedly a major jolt after the incident, but the tourism department, along with hoteliers, transporters, tour operators and other stakeholders, worked relentlessly to rebuild confidence at both national and international levels,” he said.
Highlighting the historical resilience of the industry, Sajad said tourism has long been an integral part of Kashmir’s identity.
“The relationship between Kashmir and tourism is centuries old. This industry is not dependent on one season or one year alone. Despite challenges, tourists continue to return because of trust, hospitality and the unmatched natural beauty of the Valley,” he said.
He added that fresh snowfall during the winter months played a crucial role in reviving tourist sentiment, particularly among domestic travellers.
“Nature supported us. The Valley looks like a bride in winter, and that has encouraged many hesitant visitors to return,” he said.
Expressing optimism about the future, Sajad said tourism in Kashmir is gradually stabilising and regaining momentum. “Tourism is now back on track, and we are hopeful that 2026 will witness a much stronger and more vibrant season,” he added.
Despite a year marked by tragedy and disruptions, officials and stakeholders view the 1.58 crore tourist visits in 2025 as a strong indicator of Jammu and Kashmir’s enduring appeal and the resilience of its tourism sector.
