Resilience Amidst Challenges
Kashmir's tourism sector has demonstrated an extraordinary ability to recover and thrive, even after facing significant security challenges, including
a tragic terror attack in April 2025. Despite this difficult period, the region is on track for a record-breaking year in 2026. Official reports indicate that in 2025, a remarkable 1.62 crore (16.2 million) tourists visited Jammu and Kashmir, a testament to the enduring appeal of the valley and the determination of its people. The tourism industry had experienced a downturn following the April 2025 attack in Pahalgam, an event orchestrated by Pakistan and its terror handlers to sow discord between locals and tourists, a plan that ultimately failed to break the bond of hospitality.As of February 2026, a significant step towards normalcy has been taken with the reopening of 14 major tourist spots that were temporarily closed for security assessments. This move signifies a renewed confidence in the region's safety and a commitment to welcoming visitors back. The near-full hotel occupancy reported in popular destinations like Gulmarg and Pahalgam further underscores this robust recovery, largely driven by a strong influx of domestic tourists who are assured by the reinforced security measures in place.
Record-Breaking Projections
The outlook for Kashmir's tourism in 2026 is exceptionally bright, with projections indicating that visitor numbers are set to surpass all previous benchmarks. This optimistic forecast is buoyed by a combination of renewed traveler confidence and strategic initiatives aimed at enhancing the visitor experience. Director of Tourism, Syed Qamar Sajad, highlighted this positive trend by noting the dramatic increase in demand for attractions like the Gandola ride in Gulmarg. Whereas previously only 100 people were recorded for the ride in May, there is now a 'huge rush,' with daily data suggesting that visitor figures will likely exceed last year's numbers. This surge signifies a strong return to normalcy and a testament to the region's ability to overcome adversity.The government has responded to this resurgence by implementing a comprehensive, multi-tier security apparatus at reopened tourist sites. This includes increased patrols and enhanced surveillance, ensuring a safe and comfortable environment for all visitors. Union Ministers have framed the return of tourists as a clear victory against malicious attempts to disrupt growth and incite separatism, emphasizing the resilience of the region and the unwavering spirit of its tourism industry.
Winter Charm and Connectivity
Kashmir's appeal extends beyond its scenic beauty, with its winter landscape and associated festivals proving to be a significant draw for tourists worldwide. The 2024 season was a record-breaking year, with approximately 98.1 lakh (9.81 million) tourists visiting the region, a substantial increase from prior years. While footfall in the Kashmir division experienced a dip in 2025 due to the aforementioned attack, the winter months and successful winter festivals played a crucial role in maintaining the region's allure. The heavy snowfall contributed to successful winter events, attracting global visitors eager to experience the snowy wonderland.Furthermore, the recent inauguration of the train link connecting Srinagar to the rest of India via the Katra-Srinagar route has acted as a major catalyst for the current tourism boom. Improved connectivity has made travel more accessible and convenient, encouraging more people to visit. Tourism is a vital contributor to Jammu and Kashmir's Gross State Domestic Product (GSDP), accounting for nearly 7 percent, and it provides livelihoods for thousands of families involved in the hospitality, transport, and handicraft sectors. The collaborative efforts between local communities and authorities, coupled with these enhanced infrastructure and security measures, have been instrumental in restoring confidence and revitalizing the tourism sector.
Tourist Experiences and Safety
The feedback from tourists visiting Kashmir paints a picture of awe and appreciation, often accompanied by reassurances about their safety. Many visitors express that there is no other place quite like Kashmir, highlighting its unique beauty and charm. Couples like Satya and Venkatesh, celebrating their anniversary, found the cold invigorating and enjoyed their five-day tour, with plans to visit Pahalgam, marveling at the breathtaking scenery throughout their trip. This sentiment is echoed by others, such as Nidhi, who initially had reservations due to safety concerns and advisories against travel.However, Nidhi's desire to witness the snowfall led her to visit, and she found the experience incredibly enjoyable and safe. Her advice to others is to visit Kashmir, emphasizing that it is "very safe." This firsthand experience from tourists directly contradicts earlier fears and underscores the effectiveness of the safety measures and the warm hospitality of the locals. The current occupancy rates in Kashmir are reportedly on par with March 2025 levels, with Gulmarg, Pahalgam, and Sonamarg experiencing 100 percent hotel occupancy, particularly during the New Year and the snow-laden winter months, further validating the success of these recovery efforts and the renewed trust of travelers.
