Indian tour operators are raising concerns that the recent terrorist attack near Pahalgam in Kashmir, which resulted in the deaths of 28 tourists, could affect travel demand for nearby destinations such as Jammu and Ladakh. However, industry leaders remain hopeful about the outlook for tourism in other parts of the country.
“Following the recent tragic attack in Kashmir, there is growing uncertainty around tourism demand to the valley. While we haven’t seen any direct impact on neighbouring destinations like Ladakh just yet, there is concern that travellers may begin to reconsider or postpone their plans in the wider region,” said Rama Mahendru, country general manager for India at Intrepid Travel.
Tourism in Kashmir had been witnessing robust growth in recent years. However, the attack has prompted several countries to issue travel advisories against visiting the region. Canada has updated its travel advisory, asking citizens to avoid all travel to the union territory of Jammu and Kashmir, excluding Ladakh. The US has also issued a Do Not Travel advisory for Jammu and Kashmir, with the exception of eastern Ladakh and its capital, Leh.
“Tourism in Kashmir was growing strongly for the past few years. With the terrorist attack, travellers are now more apprehensive. Several countries have issued travel advisories, urging their citizens to avoid the region. I think neighbouring destinations like Ladakh will also feel an impact for the next two to three months. However, the real picture regarding international tourism demand will become clearer once the tourist season begins later this year. There is an urgent need for the government to reassure global markets that India remains a safe travel destination,” said Pronab Sarkar, managing director, Swagatam Tours.
A New Delhi-based tour operator, speaking on condition of anonymity, told TTG Asia that cancellations for Ladakh trips are already being reported. “We had a group from the US scheduled to visit the Vaishno Devi temple in Katra in May. They have now cancelled their trip. The situation is alarming for both domestic and inbound tourism demand,” the operator said.
Despite the challenges, some industry leaders are urging for a measured response. “We have been working hard to educate our overseas partners that Kashmir is just one destination within a vast country and that the situation will normalise soon. If travellers prefer to avoid Kashmir for a while, they can fly directly to Ladakh. We urge the media not to create a negative narrative for the entire region. So far, we have not seen any impact on other destinations within India,” said Deepak Bhatnagar, CEO of Minar Travels.
