Jammu & Kashmir After Pahalgam Terror Attack: Centre’s ‘High-Five’ To Boost Tourism

Last Updated:May 30, 2025, 12:25 IST

The Centre has identified five focus areas to support locals as Jammu and Kashmir tourism has been hit in the aftermath of the Pahalgam terror attack, say top sources

Tourists lined up at a Gondola cable car station in Gulmarg. (PTI File)

Amid the impact of the Pahalgam terror attack and Operation Sindoor on tourism in Jammu and Kashmir – the primary source of income of the Union Territory – the Centre has identified five focus areas to support locals, said top sources.

Meanwhile, Jammu and Kashmir Chief Minister Omar Abdullah, too, also made multiple appeals to the Centre for assistance to revive the state’s fortunes.

A look at the five focus areas:

1. Better promotion: Various steps will be taken to reassure the public, using celebrities, influencers, and top political leaders, that India has responded decisively to Pakistan and that security forces are vigilant. Therefore, there is no reason for concern when travelling to the region. Several central ministers are expected to visit Jammu and Kashmir in the coming weeks. The source also stated, “Many foreign delegations have approached India after the Pahalgam attack expressing their willingness to visit Jammu and Kashmir for meetings. This will significantly boost confidence-building measures."

2. Identifying Tourist Destinations: Beyond the usual tourist hotspots like Gulmarg and Pahalgam, the government is keen to identify other potential destinations to expand tourism in the state. The source added, “We have identified at least three to four new destinations in both Jammu and Kashmir to diversify tourism offerings."

3. Financial Assistance: The Centre is also engaging with institutions like the World Bank to promote these new destinations and develop necessary infrastructure.

4. Supporting J&K: With the regional economy, significantly impacted by cancellations following the Pahalgam attack, the Centre is committed to supporting the state. This includes considering financial assistance if required.

5. Developing Untapped Areas: The government is also exploring the promotion of various untapped areas with significant potential in Jammu and Kashmir. This includes promoting religious tourism, adventure tourism, etc. “Many significant places have been overlooked and hold immense potential. For example, numerous ancient temples located in secluded areas could become focal points for religious tourism," the source explained.

Since the abrogation of Article 370 in 2019, Jammu and Kashmir’s tourism sector has experienced significant growth.

Between 2021 and 2024, the Jammu division consistently attracted more tourists than the Kashmir Valley.

In 2024, for instance, Jammu welcomed over 20 million tourists, while Kashmir received approximately 3.5 million visitors.

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