Pahalgam, May 24 – A month after a deadly terrorist attack killed 26 people in Pahalgam, the once-bustling tourist destination in Indian-administered Kashmir remains eerily silent, with hotel occupancy plummeting and tourism-related businesses struggling to stay afloat.
The April 22 attack, which claimed the lives of 25 tourists and one local, has devastated the town’s crucial tourism sector. Popular sites such as Betaab Valley, Bobby Hut, and Baisaran meadow are deserted, and public parks remain closed under a government advisory.
According to the Pahalgam Hotels and Owners Association (PHOA), the occupancy rate across the region’s 1,500 hotels has dropped to just 10%, with many larger establishments reporting zero guests.
“It was a gruesome and scary incident. Tourism prospects remain bleak as of now,” said Javed Burza, president of the PHOA.
The slump has hit local livelihoods hard. Many young residents who had invested in adventure sports like zorbing and ziplining are now idle, facing mounting financial pressure. “I borrowed money to start this business. This season was supposed to be a turning point,” said local entrepreneur Nazeer Mir.
With little agricultural activity in the area, Pahalgam’s economy is overwhelmingly dependent on tourism. Locals say the attack has not only robbed them of income but has also dampened future prospects. “We had rented hotels in advance, but with the main season almost over, we can’t even recover our investment,” said Firdous Dar, another resident.
Hopes now rest on the annual Amarnath Yatra, scheduled to begin July 3. Hoteliers are offering up to 50% discounts, and the Jammu and Kashmir Hotels and Restaurants Association (JKHARA) has pledged 65% rebates and tailored packages for local visitors.
“We have come out of a war-like situation. We are doing everything possible to revive confidence,” said Babar Chowdhary, president of JKHARA.
Despite the uncertainty, hotel owners remain optimistic. “Pahalgam is clean, safe, and ready to welcome tourists again. No incident will demotivate people from visiting Kashmir,” Burza said. Authorities have kept several areas, including Baisaran meadow—site of the attack—off-limits. Meanwhile, stakeholders are urging the government to reopen parks and invest in rebuilding tourism confidence.
