To get back to normalcy after the Pahalgam attack, J&K needs a tourism boost
The brutal attack on tourists in Pahalgam last month has dealt a severe blow to the tourism industry in Jammu and Kashmir (J&K). One of the deadliest assaults on civilians in the region in recent years, this attack stands out not only for its violence but also for specifically targeting those who have long been the backbone of J&K's tourism economy. Further, the mainstream television media's aggressive and vilifying campaign, portraying the Kashmiri population as complicit in the violence, has had lasting repercussions on an already vulnerable industry — exacerbating the economic challenges faced by the region.
After agriculture and horticulture, tourism is one of the major economic activities in the region. Allied sectors like handicrafts, handlooms and transport are heavily dependent on tourism as they have limited access to the outside market. Tourism contributes over Rs 10,000 crore to the Union Territory's economy, with more than 30 lakh Kashmiris directly involved in this sector.
Since 2019, tourism has been one of the major indicators of the central government's normalcy narrative, which has encouraged people to visit Kashmir. The favourable outcome of that narrative is that more than 9.2 million tourists have visited Kashmir over the past six years. The unprecedented surge in tourist footfall has led to at least 5 lakh tourist arrivals in the first quarter of 2025, which was expected to boost the local economy and raise hopes for a vibrant season ahead.
However, in the immediate aftermath of the attack, tourists rushed to flee the valley. Pre-booked stays and tours were cancelled, crippling businesses across key tourist destinations. Airfares soared sharply, prompting the Minister for Civil Aviation, Ram Mohan Naidu, to instruct airlines to avoid fare surges. According to the Pahalgam Hotels and Owners Association (PHOA), hotel occupancy in Pahalgam — home to more than 1,500 hotels — has plummeted to just 10 per cent. As a result, hundreds of employees have been laid off in the region.
The situation elsewhere in the valley is no better. The Jammu and Kashmir government had shut down 48 of the 87 tourist destinations across Kashmir as a precautionary measure. Popular spots like Doodhpathri, Kokernag, Duksum, Sinthan Top, Aharbal, Bangus Valley, Margan Top, Tosamaidan, Kousarnag, Habba Khatoon Point, and Ringawali Tangmarg have been declared off-limits to tourists. The closure has left tour operators, transporters, and small business owners anxious, with many fearing a complete washout of the peak tourist season.
In an effort to rebuild confidence and revive tourism, Chief Minister Omar Abdullah and his cabinet decided to temporarily shift out of Srinagar and hold meetings in Pahalgam and Gulmarg. On May 27, the J&K Cabinet, along with top civil and police officials, held its meeting not at the usual civil secretariat in Srinagar but at a resort in Pahalgam.
While hoteliers and others associated with the tourism industry welcomed the move, more concrete measures are needed to restore the flow of tourists and rebuild livelihoods.
One of the most damaging setbacks came from the way Kashmiris were portrayed in sections of the Indian mainstream media after the Pahalgam attack. Sensationalist and negative coverage reinforced harmful stereotypes, casting suspicion over an entire population. This media-driven fear has made it difficult for many tourists to feel secure about visiting Kashmir, even when the actual situation on the ground has turned stable.
Undoing this narrative must be the first step. A correction in the national narrative is essential, through responsible journalism, fact-based reporting, and persistent efforts to showcase the warmth, hospitality, and resilience of the Kashmiri people. Rebuilding trust requires an honest portrayal of reality.
Equally important are confidence-building measures on the ground. Regular visits by top officials to key tourist destinations can signal political stability and safety. Targeted assurance campaigns and a visible government presence in tourist areas can help change perceptions. Swift restoration of tourism infrastructure is also necessary. Popular destinations should be reopened in phases after comprehensive security evaluations.
Financial support is key to reviving livelihoods. Hoteliers, transporters, guides, and shikara owners affected by the recent crisis need immediate relief through interest-free loans, subsidies, or compensation packages.
Lastly, local communities must be actively involved in tourism planning. Their participation not only ensures that economic benefits reach the grassroots but also fosters a sense of ownership and accountability that is vital for long-term sustainability.
Gani teaches Politics at Government Degree College, Beerwah, Jammu and Kashmir. Jamal is Kashmir-based lawyer and columnist
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Economic Times
a minute ago
- Economic Times
Tata Investment shares rally 9% after board approves first-ever stock split
Tata Investment Corporation shares surged over 9% after the board approved its first-ever 1:10 stock split to enhance liquidity and retail participation. The move accompanied Q1FY26 results, showing an 11.6% rise in PAT. Technically, the stock remains bullish, trading above all key moving averages and showing strong momentum indicators. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Stock moves and technical Shares of Tata Investment Corporation climbed as much as 9.2% on Tuesday to Rs 7,625 on the BSE after the company's board approved its maiden stock split in a move aimed at improving liquidity and accessibility for retail investors. The announcement came alongside its June quarter results, which showed a double-digit rise in board of Tata Investment Corporation on Monday approved the sub-division of its equity shares in a 1:10 ratio, from one share with a face value of Rs 10 to ten fully paid-up equity shares with a face value of Re 1 its exchange filing, the company said the stock split was designed 'to make the equity shares of the company more affordable for the retail investors and to encourage wider participation in the company's ownership'. The Tata Group-firm said that the sub-division is expected 'to improve the liquidity of the equity shares of the company in the stock market'.The decision is subject to shareholder approval via postal ballot, in addition to any required statutory or regulatory clearances. The company said it would announce the record date for the stock split 'in due course', once all approvals are in is the first time Tata Investment has undertaken a stock split since listing. The company last offered bonus shares in 2005, in a 1:2 ratio, according to Trendlyne Investment also reported its financial results for the quarter ended June 2025. Consolidated profit after tax rose 11.6% year-on-year to Rs 146.30 crore, compared to Rs 131.07 crore in the same period last year. Revenue from operations stood at Rs 145.46 crore, up 2.1% from Rs 142.46 crore in stock has advanced 6.1% year-to-date and is up 21.6% over the past 12 months. In the last one month alone, it has gained nearly 8%.From a technical perspective, Tata Investment shares are trading above all eight of their key simple moving averages, including the 5-day, 10-day, 20-day, 30-day, 50-day, 100-day, 150-day, and 200-day levels, signalling sustained bullish momentum across Relative Strength Index (RSI) is at 65.2, indicating that the stock is approaching overbought territory but remains within a neutral range. Meanwhile, the Moving Average Convergence Divergence (MACD) stands at 43.1 and continues to hover above both the centerline and signal line, underscoring the strength of the ongoing Read: Sri Lotus Developers IPO: Latest GMP suggests SRK, Big B and Ashish Kacholia may pocket 28% gains (Disclaimer: Recommendations, suggestions, views and opinions given by the experts are their own. These do not represent the views of the Economic Times)
Indian Express
5 minutes ago
- Indian Express
Inside Ajay Devgn and Kajol's luxe Goa villa: Private pool, five bedrooms, lush lawn – priced at Rs 75,000 per night
Bollywood star couple Ajay Devgn and Kajol are among the most known faces of Hindi cinema. The couple live in Mumbai in their bungalow named Shiv Shakti, whose value is reportedly Rs 60 crore. According to GQ, the couple also own a plush residence in London. They own a luxurious villa in North Goa that they named Villa Eterna. The couple stay at the expansive villa during their beach holidays in Goa and have also opened the gates of the property for guests and have listed the property available for rent. Earlier, the couple opened the gates of Villa Eterna to Curly Tales. The villa is located near the village of Moira in North Goa. The villa is made with Portuguese-style architecture but has all the modern facilities. The first thing that welcomes you as you enter the villa is a massive swimming pool. The house is kind of built around the swimming pool, which is connected to an aesthetic gazebo. The villa is surrounded by lush greens and provides utmost privacy to people staying in it. The patio area near the swimming pool opens to a lush green lawn which has a maintained garden with tall trees of the area. Beside the lawn, the house also has a century-old well that has been restored and covered. The villa comes with five bedrooms which are designed in different unique styles. They are cozy, beautiful, and come with wooden beds and sofas, and at the same time open to the lush lawn of the property. Some rooms also provide a view of the swimming pool. The ground floor of the house also has a massive dining area, with even the crockery handpicked by Ajay and Kajol themselves. Not just the interiors, the house is also inviting when looked at from the outside. It has a huge water wall fountain that gives it the vacation and beachy vibes and also the sound of the water gives it a calm environment. The house also comes with the facility of an in-house chef that can make multi-cuisine meals on demand. The house is decorated with chandeliers and art that is also handpicked by the couple. The villa also comes with a lift that takes you to the first floor where a wall shows Ajay and Kajol's photos from their different films. The villa also has a beautiful outdoor sitting space that is surrounded by trees and is furnished with the most comfortable sofas and chairs. This outdoor area also has a bar and gives a feel of a cozy nook of the house where you can spend time after dining, chatting with guests and enjoying the pure air and greenery of Goa. The villa is managed by the Taj Group and is available for rent at a listed price of Rs 75,000 per night, with a maximum capacity of 12 adults. However, according to GQ India, the actual rental cost ranges between Rs 1.10 lakh and Rs 1.30 lakh per night, excluding taxes and fees.
&w=3840&q=100)
Business Standard
5 minutes ago
- Business Standard
KICL forays into value footwear market with Zodiz and Jeetlo acquisition
Chennai-based Kothari Industrial Corporation (KICL), a part of the D C Kothari group, has acquired Zodiz, Jeetlo, and other associated sub-brands in the footwear field. These brands cater to the price- and quality-conscious mass market, offering products below Rs 1,000 per pair — a segment that accounts for nearly 80 per cent of total Indian footwear consumption, valued at Rs 80,000 crore to Rs 85,000 crore annually. This is KICL's official entry into the branded value footwear and accessories segment, marking a significant milestone in its growth journey in the footwear sector. "We are pleased to confirm the successful acquisition of the Zodiz, Jeetlo, and other associated sub-brands, effective 4 August 2025. This acquisition gives KICL an immediate foothold in one of the fastest-growing and underserved consumer segments," said Jinnah Rafiq Ahmed, Executive Chairman, KICL. This comes at a time when India's footwear industry is witnessing rapid shifts in consumer preferences. Footwear is no longer viewed purely as a utility — it has evolved into a symbol of personal style and self-expression, the company said. "This entry in the value segment is significant, given the fact that Indian footwear consumption is slated to grow and is evolving from a utility to self-expression for young, discerning consumers," said N Mohan, Director of the company. "Key differentiators will be fashion-relevant, comfort-first, and price-accessible products aimed at Tier 2 and Tier 3 consumers, the emerging urban centres," he added. With per capita consumption at 1.9 pairs per annum and expected to double by 2030, the opportunity for value-driven, fashion-apt products is immense in India. The Government of India's continued focus on this sector further reinforces the timing and relevance of entry, a statement said. "Our business strategy will be distribution-led, targeting Tier 2 and Tier 3 cities — India's emerging urban hubs where the appetite for affordable fashion is on the rise," said Ahmed. "We aim to deliver products that are style-relevant, aligned with evolving fashion sensibilities, comfortable, and affordable. Our extensive distribution network will be instrumental in scaling reach and building long-term value across the ecosystem," he added. "With a strong team, deep market understanding, and robust infrastructure, KICL is well-positioned to capture this opportunity. We view this move not just as an acquisition, but as the beginning of a new chapter — one that will unlock value for consumers, partners, and stakeholders alike," Ahmed said. "We are excited to embark on this journey at a time when the Indian footwear market is undergoing a profound transformation. Our goal is to serve the rising aspirations of young Indian consumers while creating lasting stakeholder value," he said.
