Pahalgam terror attack 2025 anniversary: Tourist arrivals to Kashmir fall 40%

One year on from the terror attack in Pahalgam, the scars remain stark and unforgiving. The fallout is unmistakable across Kashmir, where tourist arrivals have plunged by nearly 40%, as fear continues to dictate travel decisions and visitors steer clear of perceived high-risk destinations, tour operators say.

The attack, which took place in the Baisaran Valley near Pahalgam on April 22 last year, has had a lingering impact on tourist sentiment, particularly among visitors from Gujarat, who traditionally account for a significant share of seasonal travel to the Valley.

While Kashmir typically received between 50,000 and 70,000 tourists from Gujarat during the April–May peak season, the numbers have dropped sharply this year. 

Tour operators said nearly 20% of those still travelling to the region are avoiding Pahalgam and are instead limiting their itineraries to destinations such as Srinagar, Gulmarg and Sonmarg.

The decline has also affected solo travel, which has seen a noticeable dip following the incident.

Local businesses dependent on tourism have reported economic strain. Hotel and lodge tariffs have fallen by nearly 20%, while those engaged in ancillary services such as pony rides, small-scale trade and local markets have also been impacted.

Despite efforts by authorities to strengthen security measures and restore confidence, travellers are increasingly opting for alternative hill destinations, including Leh-Ladakh, Shimla, Manali, Kullu and Spiti Valley.