Kashmir is gradually limping back to normalcy after the terror attack on tourists visiting the Baisaran meadow in Pahalgam that killed 25 tourists and one local person.
The local community, deeply affected by decades of protracted conflict, is rallying in unison to restore Kashmir’s reputation as a safe and welcoming destination for tourists and to highlight the importance of ‘Kashmiriyat’.
Kashmiriyat, the syncretic way of life imbibing the harmony and the large heartedness that comes with it, has come to the forefront as the Valley tries to move on from the deadly attack.
Kashmiriyat is a centuries-old tradition of communal harmony and brotherhood followed by the people of Kashmir. Welcoming guests from across the world remains an inseparable part of this tradition. People of Kashmir are known for their hospitality, which is part of the tourism industry’s success there.
In a bid to attract visitors back, many businesses are offering complimentary services, such as free meals, free accommodation, and free guided tours, to encourage tourism and showcase the region’s natural beauty.
Tourists have started to return to Pahalgam and others parts of Kashmir and many travellers are expressing their desire to continue their exploration of what is called a “paradise on earth”. Local entrepreneurs and tour operators have also started fresh campaigns to attract tourists. Posters and placards condemning the terror attack can still be seen all around the Valley. Scores of groups have come out to protest against the killings and express solidarity with the bereaved families.
Social media campaigns
Around Dal Lake in Srinagar, which is a hotspot for tourists, people can be seen welcoming visitors with bouquets. Social media campaigns and word-of-mouth recommendations are helping to spread positivity about the region, countering the negative narratives that often accompany such violent attacks.
The road to complete normalcy may be long; however, the resilience of the Kashmiri people shines through as they strive to rebuild their lives and restore the region’s allure.
Local people are actively engaging with tourists, sharing stories and experiences that highlight the warmth and hospitality of the Kashmir Valley.
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IMRAN NISSAR
Srinagar,01/5/2025: NEWS IN FRAMES/ Women hold placards and candles during a protest in Srinagar. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025: NEWS IN FRAMES/ People hold pleacards during a protest in Srinagar after 26 tourists were killed. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,02/5/2025: Tourists enjoy in Doodhpathri, a tourist destination and hill station in district Budgam some 40 kilometers from Srinagar. After the 22 April 2025 attack on tourists in Baisaran, Pahalgam, which killed 26 people and injured several others, the government ordered the closure of 48 tourist locations, including popular destinations, hotels, restaurants, and mosques across Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025:NEWS IN FRAMES/ Tourists wearing traditional Kashmiri dress posses for a photograph in Pahalgam south of Srinagar. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025:NEWS IN FRAMES/ A vendor adjust kashmiri shawls in Pahalgam south of Srinagar. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025:NEWS IN FRAMES/ Tourists enjoy horse ride at Kangdoori Gulmarg, a world famous ski-resort, about 55kms from Srinagar, Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025: NEWS IN FRAMES/ Boatmen hold placards as they condemn the tourists killing at Dal Lake in Srinagar. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar, 03/5/2025: NEWS IN FRAMES A boatman offers flowers to a tourist on the Dal Lake in Srinagar on Saturday, as the region slowly limps back to normalcy after a deadly attack on tourists in Pahalgam on April 22, that killed 25 tourists and one local. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025: NEWS IN FRAMES/ A shikara fruit seller Hashim Ali offers free fruit chat to tourists on the Dal Lake as uneasy calm prevails in Kashmir in the wake of attack on tourists in Pahalgam on April 22. Photo: IMRAN NISSAR /The Hindu
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IMRAN NISSAR
Srinagar,01/5/2025:NEWS IN FRAMES/ People offer kashmiri kawa to tourists stand in a queue to use a cable car in Gulmarg, a world famous ski-resort, about 55kms from Srinagar, Photo: IMRAN NISSAR /The Hindu
Published – May 04, 2025 01:24 pm IST
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