Amarnath Yatra revives hope in Kashmir’s tourism sector hit by Pahalgam attack

Tourism in the Valley took a hit after the Pahalgam attack and subsequent military action by India against Pakistan, leading to widespread booking cancellations — over 90 per cent across the sectors
| Photo Credit:
IMRAN NISSAR

The upcoming Amarnath Yatra is being viewed in Kashmir as a crucial opportunity to breathe life back into the Valley’s tourism sector, which has faced a major downturn following the recent Pahalgam terror attack.

The annual Hindu pilgrimage to the Himalayan cave shrine is scheduled to begin on July 3 and conclude on August 9. More than 3,00,000 devotees have already registered for the 38-day event.

Local service providers, including pony operators, cab drivers, palanquin bearers, and hoteliers, are preparing for the influx of pilgrims, hoping for a recovery in business.

“Like every year, we are ready to welcome the Amarnath pilgrims with open arms,” said Gulzar Ahmad Wani, president of Pahalgam’s Taxi Stand No 2. “We are optimistic that the Yatra will help revive tourism and give a boost to local businesses.”

Rafi Ahmad, a pony operator in Pahalgam, said the downturn left many workers idle. “We have had no work since the attack. Now we are looking towards the Yatra season in the hope that things will improve,” he said.

More than 1,600 pony operators work in Pahalgam, many of whom rely heavily on tourist arrivals during the pilgrimage season. Hundreds of palanquin bearers and porters are also engaged in supporting the Yatra.

Last year, over 13,000 palkiwalas, pithuwalas, dandis, and horses were registered with the Labour Department for the pilgrimage from the Baltal route. The Yatra takes place along two tracks — a 48-km route from Pahalgam and a shorter, steeper 14-km route from Baltal in Ganderbal district.

Kashmir’s tourism sector has faced several disruptions in recent years. Following the revocation of Article 370 in August 2019 and the bifurcation of Jammu and Kashmir into two Union Territories, the region’s tourism industry saw a sharp drop in activity. However, since then, the tourist sector saw a strong growth with the region welcoming a record 23.5 million tourists in 2024. In the first three months of 2025, over 500,000 tourists visited the Valley, according to official data.

Nasir Akram Wani, Chairman of the Tour Operators Association of India (Kashmir Chapter), told businessline that a peaceful and well-managed Yatra could help restore traveller confidence.

“A successful Yatra will send a positive message and help rebuild trust among those planning to visit Kashmir,” he said.