Tourist footfall in Kashmir is staging a strong revival more than a year after the Pahalgam terror attack of 2024, with visitors from across India returning to the Valley to savour its cool climate, scenic orchards, and warm local hospitality. In Anantnag, tourists were seen enjoying fresh apple juice amid lush apple orchards, a sight that signals the gradual restoration of confidence in the region's safety and appeal.

Tourists Return With Confidence

The Pahalgam attack — in which 26 people were killed by Pakistan-based terrorists — had triggered a sharp drop in arrivals, with Kashmir's tourist footfall falling from over 98 lakh in 2024 to over 47 lakh in 2025. Yet by mid-2025, visitors from multiple states have begun returning in noticeable numbers, drawn by heavy security deployments and the Valley's enduring natural appeal.

A tourist from Pune, Maharashtra, described the experience in striking terms. 'I am feeling very good to be here. The temperature in Maharashtra is around 40 degrees, while here it is around 8 to 10 degrees. Kashmir truly feels like heaven. People should visit this place at least once in their lifetime,' the visitor said.

The same tourist pushed back against negative portrayals of the region: 'The way people here are portrayed on television is completely different from reality. We have been here for two days and really liked the nature of the people. They are very helpful. Security personnel are present everywhere, and till now we have not felt any risk factor. I would definitely say that people should come here.'

What Visitors Are Saying

Another tourist, Reecha, echoed the sentiment, saying, 'Kashmir is a place that people dream of visiting at least once in their lives. Everything is fine here.' A group of 10 tourists travelling together noted that security arrangements were tight and satisfactory, adding that they planned to proceed to Pahalgam after their stay in Anantnag.

The accounts reflect a broader pattern: visitors are arriving with caution but leaving reassured. The visible presence of security forces, combined with the hospitality of local communities, appears to be the primary factor restoring traveller confidence.

The Numbers: A Decade of Shifts

According to official data presented by Chief Minister Omar Abdullah — who also heads the tourism portfolio — in the Legislative Assembly earlier this year, the post-2019 period has transformed Kashmir's tourism landscape. Over 7.85 crore tourists visited Jammu and Kashmir between 2023 and 2025, compared with 4.76 crore during 2016–18.

Within Kashmir division specifically, arrivals surged from 59 lakh during 2016–18 to 2.42 crore between 2023 and 2025. The Jammu region also recorded growth, with arrivals rising from 4.16 crore to 5.43 crore over the same comparison period, driven largely by pilgrimage and religious tourism.

Vaishno Devi Pilgrimage Holds Steady

The Vaishno Devi shrine in Katra continued to anchor religious tourism in the Jammu region, attracting over 95 lakh pilgrims in 2024, up from 90 lakh in 2023. More than 69 lakh pilgrims have visited the shrine so far in 2025, suggesting that the religious tourism corridor has remained largely insulated from the security-related dip that affected leisure tourism in the Kashmir Valley.

Road Ahead for Kashmir Tourism

The revival remains fragile. The 2025 footfall figure of 47 lakh — roughly half of 2024's 98 lakh — underscores how quickly a single security incident can erase years of momentum. Sustained recovery will depend on continued stability, infrastructure investment, and the ability of local tourism stakeholders to rebuild international and domestic traveller confidence beyond the summer peak season.