Tour operators: We're working collectively to revive Kashmir as a safe destination

Time of India

24-05-2025

'Kashmir is facing a wave of cancellations, and uncertainty continues to loom over travel plans'
It has been a month since the terror attack in Pahalgam, which claimed over 26 lives. Travel agents, who had been looking forward to a peak summer tourism season, experienced nearly 100% cancellations following the incident and the subsequent military operation by the Indian Armed Forces.
Now, with the ceasefire in place and fleeting moments of normalcy, tour operators report that only five to ten per cent of tourists have returned to the valley. Still, there is hope that the situation will improve in the coming months, mostly by winter.
'We saw 70% cancellations after the attack, 100% amid tensions, and only 10% packages have been retained for now'
Explaining the on-ground situation, Srinagar-based travel agent Shahji Shakil shares that while some tourist queries are coming in, the numbers are very low.
'Seventy per cent of my bookings were cancelled after the Pahalgam attack, and the rest were cancelled or postponed during the warlike tension between the two countries. Now, a very limited number oftourists are returning – only 5-10% of booked packages have been retained,' he says.
'All foreign tourists have cancelled their bookings'
As tensions between India and Pakistan escalated, many countries issued travel advisories warning their citizens against visiting border areas, specifically Jammu and Kashmir.
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Srinagar-based travel agent Shaqoor Sheikh, who primarily works with international travellers, says, 'All my packages have been cancelled until September. When people spend that much money, they expect to visit key sites, but locations like Betaab Valley and Baisaran are still closed.
That, combined with global advisories, has really hit us.'
NCR-based agent Akash Rastogi points out that although travel agents are encouraging tourists to return, fear remains.
'Most places are deserted. From a tourism standpoint, this peak summer season is lost. We can only hope things will improve in winter. For now, Srinagar, Sonmarg, and Gulmarg are open, while Pahalgam and the interiors remain closed.'
Many agents echo his sentiments. Delhi-based Muzamil Nazir, who also has an office in Srinagar, says, 'Travel companies and partner agencies in Kolkata have joined hands to revive tourism with the 'Chalo Kashmir' initiative.
We're waiting to see how tourists respond. If it gains traction, it'll benefit everyone. But for now, we have zero bookings for Kashmir. We're hoping the next season – 2026 – might be better.'
Explaining the on-ground situation, Srinagar-based travel agent Shahji Shakil shares that while some tourist queries are coming in, the numbers are very low
'Log wapas aana chahte hain, par dare hue hain'
Sopore-based travel agent Asif Hussain adds that while queries are few, tourist interest is still alive. ' Log wapas aana chahte hain, par dare hue hain . Logon ko yeh message jaana chahiye ki tourism ab safe hai Kashmir mein .
The few bookings I do have are for ultra-luxury resorts; regular tourists are almost non-existent. This is actually the best time to visit Kashmir – there are fewer crowds, hotel prices are lower, so those who want to come can still do so.
However, out of the 180 bookings I had, only seven were retained. Most people wanted refunds,' he shares. He emphasises that regaining trust is essential, 'Our industry has suffered deeply, and recovery will take time.
But when the attack happened, we stood by the tourists. I personally spent three days in the hospital with guests who were injured in the attack. We're with you – please trust us.'
'Safety and stability are critical for the revival of tourism'
Ravi Gosain, President, Indian Association of Tour Operators, says, 'Tourism in Kashmir has been severely impacted by the recent India-Pakistan conflict. The region is facing a wave of cancellations, and uncertainty continues to loom over travel plans.
It's clear that restoring tourists' confidence will take time. As tour operators and travel agents, we are proactively assessing the situation by organising familiarisation trips for key industry stakeholders.
These visits allow firsthand review of the ground conditions and help us work collectively to revive Kashmir's image as a safe and welcoming destination. We urge the government to take immediate and effective action to boost security and foster an environment that reassures travellers.
Safety and stability are critical for the revival of tourism in this beautiful region.'
Chalo Kashmir campaign kicks off, supported by almost 100 travel companies
In response to concerns over tourism following the
Pahalgam terror attack
on April 22, the Travel Agents Association of India (TAAI) has launched the 'Let's Visit J&K' or 'Chalo Kashmir' campaign, which aims to restore the region's vibrancy and support the revival of tourism.
Approximately 100 travel companies in Kolkata have joined the 'Chalo Kashmir' campaign, viewing it as a robust response to the recent attack. These agencies collectively manage about 4 lakh domestic tourists annually, including 40,000 to Jammu and Kashmir, as per a Times Of India report.
The association aims to reach more than one million travellers – including families, groups and individuals – through the direct customer base of its 2,400+ member companies across India.
Summer's definitely been impacted—there's no doubt about that. But we believe there's huge potential in winter tourism. Gulmarg, for instance, is already recognised for its ski slopes. Indian travellers, especially dual-income couples aged 23–30, are warming up to off-season travel. They're not bound by school holidays and are making the most of long weekends. July to September can be positioned as off-peak travel windows, especially as accessibility improves -
Hari Ganapathy, Co-founder, Pickyourtrail
(They are entering the domestic travel space starting with Kashmir, in solidarity with a region whose tourism economy has been deeply impacted.)
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