Tourism businesses in Kashmir have announced discounts of up to 50 per cent on tour packages to attract visitors back after the deadly terrorist attack in Pahalgam on April 22.
The attack killed 25 tourists and one local horse ride operator, causing widespread panic and cancellations. Tourism-related businesses, especially houseboat owners and hotel operators, say that 90 per cent of bookings were cancelled after the incident.
These cancellations have badly hit Kashmir’s tourism industry and the wider informal economy. Thousands of people have lost their jobs due to the sudden drop in travel bookings.
In Pahalgam alone, over 10,000 people, including hotel staff like waiters and chefs, as well as transport workers, pony operators, and guides, have been laid off.
To rebuild trust and support the struggling tourism sector, local businesses and the Jammu and Kashmir Tourism Department have launched a joint campaign to encourage tourists to return.
The campaign offers major discounts on hotel stays, travel packages, and tourist activities. It will also include celebrity appearances, cultural events, and other attractions to show that Kashmir is safe and welcoming.
Tariq Ghani, secretary of the Kashmir Hoteliers’ Club, told The Week that tour operators have agreed to offer discounts of up to 50 per cent to bring tourists back.
“The exact discount will depend on how much individual hotels, houseboat owners, and transport providers are willing to offer,” he said.
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Tourism is a key part of Kashmir’s economy. It supports many other sectors, including handicrafts, retail, and the trade of local products such as fruit and saffron.
In response to the Pahalgam attack, India launched 'Operation Sindoor' on May 7, targeting locations in Pakistan and Pakistan-occupied Kashmir. This led to a brief period of hostilities between India and Pakistan. A ceasefire was reached after four days.
Following Operation Sindoor, the government and tour operators are working together to revive tourism in Kashmir, with strong backing from the authorities.
