The Biz Reporter
New Delhi, July 28: The Central Government on Monday acknowledged a decline in tourist arrivals to Jammu and Kashmir following the recent terror attack in Pahalgam, but confirmed that no formal assessment has yet been carried out to determine the economic impact of this dip on the region’s tourism-dependent livelihoods.
Responding to a question in the Lok Sabha, Union Tourism Minister Gajendra Singh Shekhawat cited official data from the Jammu and Kashmir Tourism Department, noting that while tourist arrivals had steadily increased over the past five years—excluding the pandemic period—the current year has witnessed a noticeable decline.
According to figures presented in the Parliament, a total of 2.35 crore domestic tourists and 65,452 foreign tourists visited Jammu and Kashmir in 2024. However, in the first half of 2025, the numbers have dropped to 95.9 lakh domestic visitors and 19,570 foreign tourists.
Despite this downward trend post-Pahalgam incident, the minister said that no specific study has been undertaken so far to quantify the business losses or economic impact caused by the fall in tourist numbers.
In response to a supplementary question, Shekhawat listed various measures being taken to promote tourism in Jammu and Kashmir as part of national initiatives. These include infrastructure development under centrally sponsored schemes such as Swadesh Darshan, PRASHAD (Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive), and support to central agencies involved in tourism-related activities.
The minister also mentioned promotional efforts under campaigns like ‘Dekho Apna Desh’, ‘Chalo India’, and events such as Bharat Parv and the International Tourism Mart, which are designed to stimulate both domestic and international tourist interest.
Further, Shekhawat said the Ministry of Tourism has launched the Incredible India Content Hub and is leveraging social media and digital platforms to market Indian destinations, including those in Jammu and Kashmir. He also highlighted the Centre’s push for thematic tourism such as wellness, eco, rural, and culinary tourism, alongside capacity-building programmes like Incredible India Tourist Facilitator and Paryatan Mitra to support local stakeholders.
While steps are being taken to revive tourist confidence in the region, the absence of a focused economic impact study has raised concerns among industry observers and local stakeholders, who are urging the government to take a more targeted approach in addressing the financial aftershocks of the Pahalgam incident.
