In the wake of a devastating terrorist attack in Pahalgam that claimed the lives of at least 26 tourists, India’s travel trade associations have come together in the act of unity—condemning the violence and reaffirming their steadfast commitment to the region’s tourism resurgence, which had seen over 2.36 crore visitors this year alone.
The Indian tourism fraternity stands united in shock, grief, and condemnation following the horrific terrorist attack at Baisaran, a popular tourist hub in the Pahalgam region of Jammu and Kashmir. At least 26 tourists were feared dead as gunshots echoed through a region that was witnessing a booming tourism season.
In addition to the advisories and support measures announced by the Ministry of Civil Aviation and the Ministry of Tourism, this heinous assault has sparked widespread condemnation from leading tourism bodies across the country. These organizations have not only expressed deep solidarity with the victims and their families but have also reaffirmed their unwavering commitment to the resilience and recovery of Jammu & Kashmir’s tourism sector—one that was witnessing a strong revival with promising visitor numbers before this tragic incident.
Indian Association of Tour Operators (IATO), expressed its deep anguish, condemning the cowardly terror attack which is clearly designed to deeply impact tourism in Kashmir and create an atmosphere of fear.
“Such drastic attacks on innocent tourists will have very negative impact on both domestic tourism to a very large extent and international tourism in Jammu & Kashmir, although international tourist arrivals are less due to advisories issued by various countries,” said Rajiv Mehra, President, IATO.
“Tourism has always been a bridge for peace, unity and cultural exchange. An attack on tourists is not just an attack on individuals – it is an attack on the spirit of hospitality and the image of our nation. Such acts are deplorable and must be condemned unequivocally by every citizen. IATO members have been promoting and selling Jammu & Kashmir Tourism Packages and will continue to do so and such terrorism activities can not affect our morality to support tourism industry of Jammu & Kashmir”.
Mehra stated that as of now, it is too early to confirm the cancellations. “In short run, there would be cancellations but with support of all the stake holders we are sure tourism would bounce back,” he said, urging the government and security agencies to take strict and immediate action against the culprits and ensure safety of tourists across the region.
Commenting on behalf of FAITH, Mehra reiterated that it stands shoulder to shoulder with the brothers and sisters in Jammu & Kashmir’s tourism and hospitality sector. “We share in their pain, and we reaffirm our unwavering support. The resilience of the people of Kashmir has always inspired us. Today, more than ever, they need our solidarity, compassion and encouragement.”
He also urged appealed to the Government of India and media saying, “We urge swift action to restore confidence and safety, and call upon the media to showcase the resilience and humanity of those who continue to welcome visitors with open hearts, even in adversity.”
TAFI has also issued a strong condemnation, describing the incident as a barbarous attack on innocent tourists. “Mere words cannot express the horror of this dastardly deed and our prayers go out to the families of the victims. This heinous act cannot go unpunished, and we stand firmly with our government to give a befitting reply to our enemies and the cowardly perpetrators,” said the President, Ajay Prakash.
He also acknowledged the recent revival of peace and prosperity in Jammu & Kashmir driven by tourism and called the attack a “cowardly attempt to destabilise this progress”. The association reaffirmed its commitment to supporting the tourism industry in J&K and assured assistance to tourists through its local chapter. The numbers for assistance given are as follows:
1. Shamim Shah (Chairman) +91-9596778899 / +91-9070445555
2. Burhan Misgar (Secretary) +-91-9797859705
3. Muhammad Showkat (Treasurer) +91-9622558319
A day ahead of the attacks, President Capt. Anil Gour (Retd.) of Travels Agents Association of Jammu (TAAJ) held an emergency meeting and issued a heartfelt statement condemning the attack.
“This sort of a cowardly attack is only to scare the tourists & adversely affect the livelihood of the people of Kashmir as the tourist season is on and soon the Amarnath Yatra will also be commencing. However, such attacks will not deter the people of the country from visiting J&K for their holidays,” assured Capt. Gour.
The association pledged unwavering support to the security forces and the Jammu & Kashmir Police and called upon citizens to identify and report overground and underground terrorist workers (OGWs/UGWs). TAAJ also appealed to the Lieutenant Governor of J&K and the Union Government to extend humanitarian assistance to affected families and ensure their safe return home.
Calling the attack barbaric, another local stakeholder, Sameer Baktoo, Chairman, Jammu and Kashmir Chapter, TAAI, voiced the concerns and confirmed that the protests are taking place across the region, people expressing their support for both tourists and Kashmir.
“This act cannot be associated with any religion, society, or business, as it is purely inhuman. It was a shameful act carried out by cowards who targeted innocent tourists. Today marks Kashmir-wide Bandh, where everything in Kashmir has been voluntarily closed by the people as a mark of respect and to show solidarity with the tourists and families. Additionally, the Department of Tourism and the district administration have set up various helplines to ensure tourists face no difficulties. Apart from Pahalgam, destinations like Gulmarg, Sonmarg, Doodhpatri, and others are operating normally without any issues,” he said.
Moreover, while things remain normal at the other side, hoteliers, houseboat owners, and travel agents have extended support by offering free cancellations or flexible changes to travel plans for tourists until April 30 and beyond, he said.
TAAI has also denounced the act saying that the incident is not only an attack on the lives of individuals but on the very fabric of our nation’s hospitality and harmony. “Tourism has long been a symbol of unity, cultural exchange, and economic upliftment. An act of violence against tourists is a direct strike at the soul of this spirit and an attempt to instill fear and disrupt the positive narrative of Jammu & Kashmir. Such cowardly acts aim to derail the region’s tourism-driven resurgence, but we stand united in saying—we will not let terror define our future. At TAAI, we reaffirm our solidarity with the people of Jammu & Kashmir. We have promoted this breathtaking destination for decades and will continue to do so with unwavering determination. We urge our members, industry partners, and the travelling public to continue supporting Kashmir’s tourism sector and its resilient community, whose livelihood depends greatly on this vital industry,” said TAAI President, Sunil Kumar.
He stressed that the incidents like these may cause short-term disruptions, we are confident that with proactive government support, robust security measures, and the collective resolve of all stakeholders, tourism in Jammu & Kashmir will recover and thrive once again. “The spirit of Indian tourism is unbreakable, and together, we will ensure it emerges stronger than ever.”
The Chairperson of THSC and Immediate Past President of TAAI, Jyoti Mayal issued a statement too, strongly criticising this act. “Jammu and Kashmir had become a highly sought-after destination, with over 2.36 crore tourists visiting in 2024, including 65,000+ foreign tourists. The tourism industry was thriving, and the local economy was growing. However, this attack will likely erode tourist confidence. To restore faith, the industry, government, and stakeholders must work together. Flexible rebooking procedures introduced by airlines will help travellers,” she said.
Notably, Kashmir has seen record-breaking tourism in 2024 as well, with 34.98 lakh visitors, including over 43,000 foreign tourists. Pahalgam, a major destination, has been a key part of this surge, with 5.5 lakh visitors in just the first quarter of this year. This growth has been a clear sign of the region’s increasing appeal among the domestic and international tourists as a premier global tourism destination. The record surge in tourists to the region fuelled local employment and businesses indicating towards normalcy in the Valley. The local government even had plans to develop new 9 destinations to disperse the tourist inflow that was usually crowding the existing traditional tourism hotspots.
Acknowledging how this tragedy has sent shockwaves across the nation and the world, Sanjeev Mehra, President, Skal International India highlighted the fragility of safety in regions striving to rebuild through tourism Pahalgam, which has long been a beacon for travellers. “Fear and insecurity could now cloud travellers’ choices, potentially derailing the progress made in projecting Kashmir as a safe and welcoming destination. It’s crucial that the government, civil society, and global community stand united—not only in condemning this violence but also in ensuring that tourism in Jammu & Kashmir emerges stronger, resilient, and more secure than ever. At Skal, we uphold the principles of harmony, happiness, peace, and friendship,” he said.
“Tourism is the backbone of Jammu & Kashmir’s economy, and the recent terrorist attack in Pahalgam is a grave assault on the region’s prosperity and the well-being of its people. We must ensure that such acts of violence do not hinder the region’s progress. The safety and security of both tourists and locals must remain our top priority moving forward”. said K. Syama Raju, President of FHRAI, adding that the association calls for swift action to ensure security in the region and protect the growing tourism sector from further disruption.
The response from the trade fraternity across the country has been clear and unwavering: terrorism will not dictate the narrative of Kashmir and its thriving tourism scene. The resilience of its people, the unity of industry stakeholders, and the enduring spirit of “Atithi Devo Bhava” will ensure that the region recovers—and welcomes the world once again, undeterred and unafraid.
(Inputs & filing by: Gagneet Kaur & Kuhelika Roy Choudhury)