Despite a previous terror attack in Pahalgam, Kashmir is experiencing a resurgence in tourist visits, with people coming to enjoy the pleasant weather, beautiful scenery, and warm hospitality. Following a temporary decline after the attack by Pakistan-based terrorists that claimed 26 lives, tourists from various Indian states are returning in large numbers, revitalizing the region. Visitors are flocking to popular spots, embracing the natural beauty and peaceful ambiance of Kashmir.
Many tourists interviewed expressed satisfaction with the security measures and the welcoming nature of the locals. A tourist from Pune, Maharashtra, praised Kashmir’s cool climate, contrasting it with the scorching temperatures back home. Another visitor highlighted the discrepancy between media portrayals of Kashmir and the reality on the ground, emphasizing the helpfulness of the people and the visible security presence.
The surge in tourist arrivals in Jammu and Kashmir post-2019 has been significant, with over 7.85 crore tourists visiting between 2023 and 2025, compared to 4.76 crore visitors in the preceding years. Kashmir division alone witnessed a substantial increase in tourist numbers, from over 59 lakh visitors during 2016-18 to 2.42 crore tourists between 2023 and 2025, indicating a strong revival in tourism. However, there was a decline in tourist arrivals in Kashmir in 2025 following the Pahalgam attack.
Chief Minister Omar Abdullah, who oversees the tourism department, presented detailed tourist footfall data in the Legislative Assembly earlier this year. The data revealed a surge in tourist arrivals in Jammu region as well, driven mainly by pilgrimage tourism. The Vaishno Devi shrine in Katra remained a popular destination, attracting over 95 lakh pilgrims in 2024, with continued strong visitor numbers in the following year.
