Jammu and Kashmir’s tourism sector demonstrated remarkable resilience in 2025, recording 1.61 crore tourist visits up to November, despite facing significant adversity during the year, including the Pahalgam terror attack in April and floods in August-September, Lieutenant Governor Manoj Sinha said during the main Republic Day function in Jammu.
Tourism Amid Challenges
The year 2025 presented multiple hurdles for the Union Territory’s tourism industry. In April, a terror attack in Pahalgam — known for its scenic beauty — targeted tourists, resulting in multiple fatalities and prompting concerns about visitor safety.
Later in August and September, heavy monsoon rains and floods disrupted infrastructure and deterred travel to key destinations. Despite these setbacks, consistent government efforts to ensure safety, reopen destinations and reassure tourists helped sustain visitor interest throughout the year.
Tourist Footfall and Economic Contribution
The 1.61 crore visits — encompassing domestic and international travellers — represent a strong performance given the mid-year challenges. Although this figure marked a decline compared with over 2.35 crore visits in 2024, officials highlighted it as an encouraging result under trying conditions.
Tourism remains a key economic driver for Jammu and Kashmir, which was granted industry status in 2020 to attract investment and modernise infrastructure. Visitor inflows support local businesses, create jobs in hospitality and services, and stimulate ancillary sectors such as transport and retail.
Government Initiatives and Future Plans
Lt Governor Sinha emphasised that sustained and strategic policy interventions have played a pivotal role in the sector’s rebound. Efforts include:
- Reopening key destinations with enhanced security and infrastructure readiness.
- Investment in tourism facilities, drawing on support from the Union tourism ministry and external partners.
- Promotion of new attractions, with authorities identifying additional sites for development to international standards.
- Sports tourism initiatives, such as the Kashmir Marathon and the planned Jammu Marathon, to position the region as a hub for wellness and active lifestyle tourism.
These measures seek to diversify the tourism portfolio and reduce the industry’s vulnerability to isolated incidents.
Looking Ahead
While tourism figures for 2025 may not surpass previous peaks, the sustained level of visits reflects restored confidence among travellers and underscores Jammu and Kashmir’s allure as a destination. Continued focus on safety, infrastructure, and destination development is expected to further strengthen tourism’s contribution to the region’s economic growth and employment generation.
