The tourism industry in Jammu and Kashmir has faced a steep decline following the terror incident in Pahalgam on April 22, which claimed the lives of 26 people, most of them tourists. In response, the Tourism Department, along with private players from the hospitality and travel sector, is organising a ‘FAM Tour’, a four-day campaign designed to rebuild visitor confidence and protect local livelihoods. Beginning Tuesday, the programme will bring national tour operators, media professionals, and hotel owners to Jammu and Kashmir. They, after arriving at the Srinagar Airport, will straight drive towards Pahalgam on May 27, where they will interact with the hoteliers, ponywalas, locals and others to assess the ground situation. They will also travel to the popular tourist destinations of Srinagar, Sonamarg and Gulmarg. The visiting delegates will there also engage directly with hotel staff, pony service providers, transporters and other local workers who have experienced a sudden drop in income due to cancelled bookings. The tour will allow them to examine safety conditions and better understand the current atmosphere through direct interaction, rather than relying on second-hand accounts. Every segment of the tourism sector—whether luxury hotels, houseboats, or essential transport services—has committed to offering a flat 50 per cent discount. This is a deliberate and coordinated decision meant to make travel more accessible and rebuild the confidence of visitors who feel unsure about planning a trip to Jammu and Kashmir. By lowering costs together, stakeholders are attempting to jumpstart bookings and shield thousands of livelihoods from deeper financial strain. To ensure the intended impact, this discount must be strictly enforced throughout the current tourism season, without exceptions or hidden costs. Only through firm adherence can the sector present a unified front and regain the trust of travellers. Chief Minister Omar Abdullah has also been invited to meet the visiting delegation, and his participation is expected to affirm the government’s involvement in restoring stability. Delegates will be able to share observations and suggestions during sessions led by Mushtaq Chaya of the J&K Hoteliers Club. National media coverage is expected to play an important role in shaping public perception and may help to counter the wave of cancellations triggered by the attack. More than three lakh individuals reportedly rely on the tourism sector, directly or indirectly. This season was expected to provide economic relief, but the tragic incident in Pahalgam has left the industry with vacant rooms, idle vehicles and interrupted earnings. The decision to offer steep discounts is an attempt to recover lost ground and keep businesses afloat. For many, this move is about sustaining day-to-day operations and preventing long-term collapse. The outcome of the FAM Tour will depend on how the visiting delegates report and share their findings. If they return with positive assessments, confidence among potential visitors will definitely grow. For the residents and businesses of Jammu and Kashmir, the tour also brings a message of solidarity and support. It shows a willingness among all sectors to act together during a crisis.
Tourism Reboot
