Sacred journey, silent revival: Amarnath Yatra breathes life into Kashmir’s tourism

Amarnath Yatra 2025

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26 Aug, 2025 12:21

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In the quiet valleys of Jammu & Kashmir (J&K), the upcoming Amarnath Yatra is expected to breathe life back into the tourism business after the lull caused by the Pahalgam attack.

The Yatra, scheduled between July 3 and August 9 this year, is on track to witness a highly encouraging turnout, said Rikant Pittie, CEO and Co-Founder of EaseMyTrip. "With over 3.3 lakh registrations already completed and an estimated footfall of up to 5 lakh devotees, the response clearly reflects the unshaken faith of pilgrims and growing confidence in the region’s safety."

The Yatra last year recorded 5.1 lakh footfalls, highest in 12 years and travel experts expect the visitor count to see a moderate increase in 2025 despite the April 22 terror attack which derailed the tourism momentum in the union territory.

Restoring faith, reigniting momentum

"This year, we are expecting a marginal increase of about 5 to 10 percent in pilgrimage inflow for the Yatra," said Rajiv Mehra, General Secretary, Federation of Associations in Indian Tourism and Hospitality (FAITH).

Cleartrip's Chief Growth and Business Officer, Manjari Singhal pointed out encouraging signs of gradual recovery in the region. "Airfares have seen a slight increase of 4 percent since mid-May, and hotels are performing slightly better, with a 9 percent rise in average rates, suggesting that visitors are opting for longer stays or more premium experiences."

Religious travel has always played a significant role in boosting tourism across Jammu and Kashmir, Pittie said.

J&K recorded 2.36 crore tourist arrivals in 2024, an 11.4 percent increase over the previous year, with pilgrimage tourism being a key contributor, according to the data from the J&K tourism department.

"Destinations like Amarnath and Vaishno Devi draw lakhs of devotees annually, creating demand for transport, hotels, and local services. The government’s focus on developing 75 new religious sites and improving infrastructure around them is further strengthening this segment. Better road connectivity and accommodations have made access easier, even in remote areas. While security remains a factor, enhanced measures have helped restore traveller confidence. Pilgrimage tourism is now deeply linked to both regional development and cultural revival," he added.

For this year's Yatra, the sentiment is upbeat and the pilgrims are full of verve and fervor and committed to complete the Yatra, said Ravi Gosain, President, Indian Association of Tour Operators (IATO).

While the Yatra duration is shorter this year, the resilience shown by devotees and the strong pace of early bookings indicate that the overall spirit and participation remain as strong as ever, Pittie said.

"The state has taken significant steps to ensure a secure and seamless pilgrimage experience including the deployment of over 58,000 security personnel and 581 security force companies, strict airspace regulations and advanced tech like facial recognition systems. Travelers are responding positively, and advance bookings for transport and accommodation are already picking up pace. The government’s comprehensive recovery plan, which includes financial aid for local tourism businesses and sustained promotional efforts, is further adding to the momentum," Pittie added.

Additionally, the reopening of 16 tourist destinations across Jammu & Kashmir further signals a positive shift in sentiment and showcases the administration’s readiness to welcome visitors once again, he said.

Pittie also highlighted new infrastructure development like the Chenab and Anji bridges making remote areas more accessible. "In many ways, the 2025 Amarnath Yatra is not only restoring faith—it’s reigniting the promise of Jammu & Kashmir as one of India’s most captivating destinations."

Mehra noted that it has been noticed over the years that those who take the Amarnath Yatra, also tend to visit places like Patnitop, Pahalgam and others. "The Yatra will contribute to an uptick in tourism in J&K."

Travel sentiment---- cautiously optimistic

However, the J&K tourism department still has its work cut out, with flight bookings and hotel occupancies lagging behind pre-attack levels.

"Travel bookings to J&K remain 30 percent lower compared to earlier months. Occupancy across destinations like Srinagar, Sonamarg, Hajan Valley, and Gulmarg remains below expectations, reflecting some hesitation among travelers," Singhal said.

Gosain noted that a lot of people are preferring buses as their mode of transport. "Train route has opened but there is a limited capacity. Number of people taking flights for the pilgrimage is low."

While the travel sentiment for the Amarnath Yatra remains strong, it's more cautiously optimistic, Pittie said. "The emotional and spiritual interest remains robust, the practical concerns around safety and access still exist. For most travellers and pilgrims, safety is a key consideration. With the no-fly zone in effect from July 1 to August 10, helicopter access is restricted, which could make travel more challenging for elderly or physically challenged devotees."

Although footfall for this year’s Yatra may face challenges due to lingering safety concerns, the event’s spiritual significance and the government’s efforts to ensure safety and infrastructure will likely attract dedicated pilgrims, Singhal said.

"The Yatra’s economic impact could pave the way for localised revival, benefiting hotels, eateries, transport services, and local markets in key tourist areas," she added.