New Delhi, June 3: Despite the setback caused by the recent Pahalgam terror attack, global tourism leaders remain confident about the swift revival of tourism in Jammu and Kashmir. Julia Simpson, CEO and President of the UK-based World Travel and Tourism Council (WTTC), described the sector as “incredibly resilient” and expressed optimism that international visitors will return to Kashmir.
Speaking during an interaction in New Delhi, Simpson acknowledged the tragic loss of lives in the April 22 attack but stressed that loyal tourists are unlikely to abandon Kashmir. “Travel and tourism are very, very resilient. Travellers are sophisticated and understand the global situation,” she said, adding that people still travel to regions like the Middle East and Europe despite ongoing conflicts.
Simpson noted that although caution is necessary, the situation in India appears to be stabilizing, and the government’s response has been commendable. “India is managing the situation very well. Those who love Kashmir will continue to return,” she said. The WTTC chief pointed to global patterns, saying tourism quickly rebounds even after tragic events. “These are personal tragedies, yes, but travel does recover quickly,” she reiterated.
Highlighting projected figures for India’s tourism growth through 2025 and beyond, Simpson said the outlook for the sector is “very bright.” An MoU between WTTC and its India chapter, WTTCII, was also signed during the event, strengthening partnerships for sustainable tourism growth.
Echoing similar sentiments, Jyotsna Suri, Chairperson and MD of The Lalit Suri Hospitality Group and Vice Chairperson of WTTCII, affirmed that Kashmir’s tourism would rebound. “We’ve seen worse. For over 25 years, we’ve run our hotel in Kashmir through its ups and downs. Pahalgam’s incident was tragic, but people will go back,” she said. Suri emphasized the efforts being made at every level, from the Jammu and Kashmir administration to the Centre, to restore confidence among tourists.
She recalled the impact of terror incidents on tourism across regions, including Chandigarh, Mumbai, and Goa, citing travel disruptions due to their geographical proximity to tense zones. “Yet the tourism sector always finds its feet,” she added.
Both Simpson and Suri agreed that with strategic efforts and sustained messaging, Kashmir will bounce back and reclaim its place as a global travel destination.