Fida Firdous
This year, the rush of tourists will increase due to the heat wave outside the valley. This month, we have seen more tourists coming to the valley, with the flow increasing day by day. Kashmir and the Kashmiris are welcoming them wholeheartedly. We must understand that tourism is an important industry in Kashmir, and nowadays most people depend on it due to the sector’s development. If Kashmir is known as a paradise, then tourist visits are a must.
The growth of tourism in Kashmir has a long history, but it was mostly limited to specific areas such as Pahalgam, Gulmarg, and the Mughal Gardens. However, recently this sector has received a tremendous push, expanding to include other places, such as border tourism. As a result, Kashmir has attracted many more tourists, with visitors now exploring border areas like Bungus, Tweetwal, and Machil, which has increased the tourist footfall in the paradise of Kashmir. Now, today whole Kashmir is involved in tourism engagement, business, exploration.
In recent times, tourism has emerged as a new ray of hope, not only reviving the sector but also transforming into a growing industry. This revival has created opportunities for local engagement, economic development, and employment for the people of Kashmir.
The scope of tourism has expanded significantly with the introduction of border tourism, the mapping of unseen locations, and the development of infrastructure, roads, and other facilities. These efforts have once again made Kashmir a paradise with a new face on the world map. The tourism boom in Kashmir has even surpassed that of some of the most beautiful places in the world.
Post-Pahalgam has seen a drastic downfall in the growing tourism industry in Kashmir. The number of tourists fell rapidly. Regular life in Kashmir was literally paralyzed. The eyes of all the stakeholders in tourism are waiting for the flow to return. Kashmiris, who were witnessing the flow and its engagement along with other benefits, including peace, prosperity, and brotherhood, were disrupted due to the terror attack in Pahalgam. The wound is still not healed, and Kashmiris are suffering.
The last four years have not only revived local engagement and the livelihoods of border residents, homestay owners, tour guides, the houseboat industry, transport operators, hotels, and laborers, but also benefited culture, crafts, skill development, local food vendors, photographers, and tour planners, engaging around two million people directly or indirectly in tourism-related activities.
Despite the recent terror attack on tourists in Pahalgam, which has caused a significant decline in tourist flow compared to previous years, Kashmiris have experienced ups and downs in tourism before and have never lost hope. The tourism sector is vital for the region, and its revival is crucial for the economy and livelihoods of many.
To restore tourist confidence, there should be well-planned safety and security measures that make visitors feel more secure during their stay. Creating a safe environment is essential to encouraging tourists to return and explore the valley without fear. Restoring tourism in Kashmir is restoring hope and expectations for the poor people of Kashmir. People mainly associated with tourism need to invite tourists on a personal level and work to rebuild trust. The attack was not carried out by Kashmiris but happened in Kashmir, that part needs to be understood.
All stakeholders involved in tourism, including government bodies, local communities, and businesses, need to reach a joint consensus that their industry depends entirely on tourists. They must take personal responsibility for motivating tourists to visit Kashmir, ensuring that visitors receive personal guidance and support throughout their travel experience.
Currently, most tourists visit the main cities and popular tourist hubs. Expanding this to include more personalized and guided tours could improve the overall tourist experience and safety perception, helping to rebuild trust in the region as a safe and welcoming destination.
In support and coordination focus should be more on safety and hospitality of the tourists, time will again come when Kashmir like previous years will regain its status as the top tourist destination despite.
What we, as locals, can do beyond security and policing is to take tourism personally. The interest of tourists can also be built through cultural activities and festivals, as well as by collaborating with travel bloggers, journalists, and influencers to highlight positive stories that counter negative narratives and broaden outreach.
Since the Pahalgam terror attack, tourism in Kashmir has been in shock. We have to understand tourism as our identity because tourism can be a way to bridge the gap and restore the dead valleys to peace and joy. Tourism fosters people-to-people contact, revives relations, and boosts the economy. Therefore, it is our identity— ‘Kashmir, the Paradise on Earth’—because of its beauty and tourism and Kashmir awaits a new mega tourist milestone, as tourism in Kashmir showcases peace, prosperity, and fraternity.
(The author can be reached at fidafirdous8@gmail.com)