The recent killing of tourists in Pahalgam, Kashmir, on 22 April has shocked the nation. It has also created serious concerns for the tourism industry. The attack has already led to many travellers cancelling their plans to visit Kashmir. As a result, experts say Himachal Pradesh and Uttarakhand could now see a sudden rise in tourist numbers.
Mohinder Seth, President of the Himachal Pradesh Tourism Stakeholders’ Association, said the incident is both “sad and highly unfortunate.”
He added that it would not only harm tourism in Kashmir but would also impact the neighbouring mountain states. “I’ve worked in tourism for over 50 years,” said Seth, “but I’ve never seen something so horrific.”
Tourism in Kashmir had been growing quickly. According to the Economic Survey 2024–25, tourist footfall in Kashmir rose from 6.65 lakh in 2021 to 34.97 lakh in 2024. That’s an increase of over 425 per cent. The number of foreign tourists also grew from just over 1,600 in 2021 to 43,654 in 2024. The whole Jammu and Kashmir region recorded 2.36 crore visitors in 2024. Tourism now contributes 7.2 per cent to its GDP.
In contrast, Himachal Pradesh is also seeing a post-pandemic tourism recovery. Tourist numbers rose from 56.32 lakh in 2021 to 1.8 crore in 2024. Foreign visitors increased from 5,000 to 83,000 during the same period. Tourism now makes up 7.78 per cent of the state’s GDP.
Panki Sood, a hotelier from Kullu, called the attack a major setback for Kashmir. “People have always dreamt of visiting Kashmir. In the last three years, they finally felt safe to do so. That trust is now broken. We’ve lost 15 years of progress,” he said.
Sood also pointed out that tourism will now shift to Himachal and Uttarakhand. “We don’t want to benefit from this tragedy. But people feel they have no other choice,” he said. “We could see double the usual number of tourists this year.” He also offered support to tourism professionals in Kashmir, inviting them to operate in Himachal if needed.
Local experts warn that Himachal’s infrastructure may not cope with the extra pressure. “There are only a few major tourist spots,” said hotelier Ankur Thakur. “These places are already overcrowded, especially in summer.” He urged the government to improve roads, parking, and accommodation facilities.
Meanwhile, Ladakh is hoping to attract more tourists. Lieutenant Governor BD Mishra has called on all stakeholders to help boost tourism. He criticised the travel advisories by the US and UK, which list Ladakh under Jammu and Kashmir. He said this creates confusion and harms Ladakh’s image. Mishra expects tourist numbers in Ladakh to rise in 2025.
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