Pahalgam attack sends shockwaves, tourists cancel travel plans amid security concerns

A paramilitary personnel stands guard near Pahalgam, south of Srinagar, on April 22, 2025, following the terror attack. (AFP photo)

The terror attack in Jammu and Kashmir's Pahalgam, where armed men fired at a resort on April 22, has sent shockwaves across India, with travellers cancelling hotel bookings and shelving plans of a holiday in one of the busiest tourist spots in the country.

Soon after the attack, travel agents started receiving cancellation requests for the upcoming travel plans to Kashmir.

Also read: Pahalgam terror attack: At least 26 killed after terrorists open fire at tourists

"Due to the recent Pahalgam attack, I had to cancel all upcoming bookings for the next 4-5 months, and this will result in significant losses," said Kirti Agarwal, operations head of Chalo Ghumne Tours & Travel.

Many tourists have cancelled their hotel bookings, fearing for their safety, he said. "The attack has raised concerns about security in the region, impacting tourism and local businesses."

Another travel agent had to cancel a group booking soon after the attack.

"Yesterday, I was talking to a client who had decided to block 14 rooms for a family holiday, taking close family to Kashmir for their mother's 75th birthday. They have been across the world and the mother longed to go to Kashmir after being there as a child," said Travel agent Sanjay Dang, managing director of Le Travelworld.

He added that people who were in the planning stage to travel to Kashmir are shelving plans and those who have already bought flight tickets and made hotel bookings are all having a second thought.

Also read: Pahalgam terror attack: Trump dials PM Modi, expresses solidarity

Hotel cancellations have surged in Pahalgam and some across Kashmir following the attack, noted Jyoti Mayal, Chairperson of Tourism and Hospitality Skill Council (THSC) and former president of TAAI (Travel Agents Association of India).

"Tourists are reassessing the risks of visiting the region. Local hotel owners and residents are worried about the long-term implications of this attack on their livelihoods," she said.

This is very disheartening, Dang said.

"This is the period when tourism in Kashmir is at its peak, and people make (travel) bookings. People had forgotten that Kashmir had this element of terrorism situation and things had gotten so much better. Things have been good for the last couple of years in Kashmir. Last year, April-July was a good period for Kashmir. Booking hotel rooms same time last year was a challenge because of the tourist influx. Srinagar had so many new hotel openings. There are more upcoming hotels and infrastructure getting created but due to such situations (Pahalgam attack) people who have options will rewrite their plans and rework their strategy," Dang said.

He added that while foreign tourists travel less to Kashmir during summers, the attack will result in negative sentiment among tourists across the globe.

Around 65,452 foreign tourists visited J&K in 2024.

"Foreign tourist arrivals will surely be affected the most due to the attack and subsequent travel advisories. Some countries till now have not removed their advisories. Now, there will be many more to follow," Mayal said.

According to Dang, domestic tourists will be impacted more.

"At this time of the year, domestic tourists visit Kashmir more, and the bulk of foreign tourists who visit Kashmir are between October to March. But since these things are reported widely, it affects the sentiment across the globe. In the coming days, there will be more cancellations. This attack targeted tourists which sends a very wrong signal," he added.

Tourism in Kashmir was showing promising signs of revival, Mayal said.

"Kashmir had seen a surge in tourist arrivals, including domestic tourists. During Covid and post the pandemic, J&K had become one of the highest visited places and business after years was booming. According to an economic survey, J&K witnessed an all-time high of 2.3 crore tourists in 2024 (versus 2.1 crore in 2023), including 65,452 foreign visitors, 5.12 lakh Amarnath pilgrims, and 94.56 lakh Vaishno Devi Yatris. There are huge bookings for the summer peak months and this incident will sadly but surely impact domestic tourism with many tourists cancelling their trips," she added.

Agarwal also fears the attack will lead to fear and insecurity among locals and tourists, which will result in a decline in tourism.

"The region's tourism-dependent economy will face financial losses as tourists cancel their trips. J&K economy grew at 7.06 percent in FY2024- 25, and tourism numbers were a record high. Rebuilding Kashmir's image as a safe destination will be a complex challenge," Mayal said.

She added that while the attack was specific to Pahalgam, other tourist destinations in Jammu and Kashmir will also be impacted.

Security forces have been placed on high alert across the region, and checkpoints have been increased in and around key tourist spots.

"This might affect tourist traffic in other areas, including Gulmarg and Srinagar, not only because of fear but also ease of travel and facilitation. Tourism is about relaxation and creating memorable experiences. It is the first time that tourists have been attacked. This has never been witnessed in the past. We must collectively condemn such tragic inhumane incidents and stand together in solidarity for the victims, their families, people of Kashmir, and see that Kashmir quickly revives with more vigour, resilience and strength," Mayal said.