The terror attack in the Baisaran Valley near Pahalgam, Jammu & Kashmir, left at least 26 people dead and 17 injured, dealing a severe blow to the region’s tourism and hospitality industries.
The victims included both Indian nationals and foreign visitors from Italy and Israel.
The gunmen, believed to be four in number, opened fire at close range on a group of domestic tourists, according to police sources. All but one of the deceased were Indian citizens, and all those killed were men, according to hospital records cited by news agencies.
This is one of the deadliest civilian attacks in Indian-administered Kashmir in recent years and has raised immediate security concerns across the travel and tourism sectors.
Authorities have launched a large-scale operation to track down the perpetrators, while the government has pledged to tighten security in key tourist zones to prevent further violence.
Sharp fall in confidence among investors and tourists
The immediate aftermath of the attack saw hotel and airline stocks decline as market confidence took a hit. Analysts warn that the financial impact on the region’s tourism economy could be long-lasting.
With many travellers now reconsidering trips to the area, local businesses that rely on tourism are bracing for a downturn.
Tour operators and hoteliers have reported an increase in booking cancellations since the incident.
The Travel Agents Association of Kashmir and the Jammu & Kashmir Hoteliers Club both condemned the attack, warning that continued violence could undermine the livelihoods of thousands who work in tourism, transport, hospitality, and related services.
Recovery in tourism under threat
The attack has come at a particularly sensitive time for the region. After years of instability, Jammu & Kashmir had begun to see a strong resurgence in visitor numbers.
In 2023, nearly 20 million tourists visited the region, with figures for 2024 already surpassing 3.5 million by early spring. Pahalgam, known for its picturesque valleys and hiking trails, has long been one of the most popular destinations among domestic and international travellers.
This progress is now under threat. The security situation, once seen to be improving, has again become a key concern. Travel companies are warning of significant losses if safety fears are not swiftly addressed and public confidence is not restored.
Calls for urgent security and government support
In response to the attack, local authorities have promised increased patrols and more visible security in high-footfall areas.
The hospitality industry, meanwhile, is calling on the government to take more robust steps to reassure potential visitors. Stakeholders argue that a coordinated response involving both central and local agencies is essential to protect the region’s tourism-dependent economy.
There is also a growing demand for long-term strategies to ensure stability, not just reactive security measures. Industry leaders stress the need for ongoing dialogue, better infrastructure, and consistent peace efforts to create a safe environment for both residents and tourists.
As investigations continue, the priority remains on providing support to victims’ families and bringing those responsible to justice.
For now, however, the tourism sector in Jammu & Kashmir faces a period of uncertainty, with serious implications for the broader regional economy.
