Pahalgam, June 25: The emerald valley of Pahalgam is once again echoing with laughter, the aroma of local delicacies fills the air and the Lidder River banks are alive with families and tourists. Just weeks after the unfortunate incident on May 22 that cast a pall over this iconic South Kashmir destination, Pahalgam is showing strong signs of revival, rekindling hope among locals and stakeholders for a vibrant tourism season ahead.
A Weekend of Renewed Energy
This past weekend marked a significant turnaround for Pahalgam. Tourists from across the Kashmir Valley and beyond flocked to the town, bringing with them a much-needed wave of positivity. Traffic jams—once a sign of inconvenience, now a symbol of recovery—were seen on several stretches leading into the valley. Hotels, which had seen a lull in bookings since the incident, reported a surge in occupancy, with some reaching up to 70% by Sunday evening.
The markets, parks and riverbanks buzzed with activity. Children played along the Lidder, adventure enthusiasts set out for treks and picnickers enjoyed the cool, drizzly weather. The vibrant scenes were a far cry from the somber mood that followed the May 22 attack, which had left the region’s tourism industry reeling.
Local eateries and cafés, which had been struggling to attract customers, saw a steady stream of visitors. Shikaras glided along the Lidder and horse-riding trails that had lain empty for weeks were once again lively with tourists eager to experience the natural beauty of the valley. The return of tourists also meant that local guides, pony-wallahs and taxi operators could finally look forward to a season of steady work.
Stakeholders Express Optimism
Local hoteliers and vendors, who bore the brunt of the post-attack downturn, are now cautiously optimistic. Fayaz Ahmad, a hotelier in Pahalgam, shared, “The atmosphere was dull and uncertain over the last few weeks, but this weekend brought a wave of positivity. With schools on summer break and the weather favouring travel, we expect more such weekends ahead.”
Asma Jan, who runs a handicraft stall, echoed the sentiment: “After the attack, people were scared, and the business was hit badly. This weekend felt like a new beginning. We hope this trend continues.”
For many, the weekend rush was not just about numbers but about the restoration of confidence. The sight of families, young couples and groups of friends exploring the town, shopping for handicrafts and sampling local cuisine was a morale booster for everyone connected to the tourism industry.
Local artisans and shopkeepers, who depend on tourist purchases for their livelihood, reported better sales. “I sold more shawls and papier-mâché items this weekend than in the entire last month,” said Ghulam Nabi, a craftsman. “It feels like Pahalgam is coming back to life.”
Political and Administrative Support
The revival hasn’t gone unnoticed by political leaders. J&K Chief Minister Omar Abdullah, who visited Pahalgam over the weekend, took to social media to share his delight:
“The last time I was in Pahalgam I cycled through a market that was all but deserted. Today I came back to a Pahalgam that was bustling with activity. Tourists from various parts of the country competed for space with local picnickers who were enjoying the cool climate & rainy weather. It’s very satisfying to see the efforts my colleagues & I have been putting in slowly bearing fruit.”
Tourism department officials credit the coordinated efforts of security, administration and local stakeholders for restoring confidence among visitors. “Security has been beefed up, and all departments are working in coordination to ensure a smooth tourist experience. This weekend was a good sign, and we expect more such rush in the coming weeks,” said a tourism official.
The Pahalgam Development Authority (PDA) and traffic police were proactive in managing the influx, ensuring order and convenience for both tourists and locals. Temporary traffic diversions, increased patrolling, and the deployment of tourist police at key locations helped maintain a sense of safety and order.
Efforts by Locals
The resilience of Pahalgam’s community has been central to this revival. Locals have actively participated in clean-up drives, beautification projects and awareness campaigns to present Pahalgam as a safe and welcoming destination. Hoteliers and guesthouse owners have introduced special discounts and packages to attract families and groups, while restaurants have added new dishes to their menus to entice food lovers.
Cultural events and small music gatherings were organized over the weekend, giving tourists a taste of Kashmiri hospitality and tradition. The local administration, in collaboration with tourism stakeholders, is planning more such events in the coming weeks to sustain the momentum and keep the valley in the limelight.
Hope for a Brighter Season
With the annual Amarnath Yatra approaching and the weather remaining favourable, stakeholders are hopeful that Pahalgam’s tourism will soon return to its pre-incident glory. Social media was abuzz with photos and videos of the bustling weekend, further boosting the valley’s image as a safe and welcoming destination.
The resilience of Pahalgam’s people, the natural allure of its landscapes, and the collective efforts of the administration are breathing new life into this beloved hill station. As the valley basks in renewed attention, Pahalgam stands as a testament to hope, recovery, and the enduring spirit of Kashmir’s tourism.
In the words of a local vendor:
“Pahalgam has always been a place of peace and beauty. We are ready to welcome the world again, with open arms and renewed hope.”
A Message to Tourists
Tourism officials and locals alike are urging visitors from across the country to rediscover Pahalgam. “We want everyone to know that Pahalgam is safe, beautiful, and ready to offer unforgettable experiences,” said a senior tourism officer. “Your visit not only brings joy to you but also helps sustain thousands of families who depend on tourism.”
As Pahalgam continues to heal and rebuild, its message is clear: the valley’s doors are open, its beauty is undiminished, and its people are eager to share their home with the world once more.
