From holiday haven to place of pause

PAHALGAM: A year after the terrorist attack that shook Kashmir’s scenic hill town, tourist arrivals to Pahalgam, have fallen sharply, dimming the vibrancy of what was once among the region’s busiest holiday destinations.

Before the attack, the town routinely hosted between 3,000 and 5,000 visitors a day. Today, the numbers tell a different story. Official figures, procured by TOI from the local tourist centre, revealed that from May 2025 to April 15, 2026, Pahalgam recorded 4,30,495 domestic tourists, a steep drop compared to earlier years, when annual footfall ranged between 12 and 15 lakh, with monthly averages hovering around 1 to 1.1 lakh visitors.

The decline is particularly striking when contrasted with April 2025, the month of the attack. By April 22, when the attack happened, around 1.37 lakh tourists had already visited the town in 22 days.

The drop of tourists in Pahalgam could also be gauged from comparison of data of tourist footfall in the picturesque town from Jan to April 2025, when the total number of visitors for these four months reached 463,390. In contrast, data from Jan to April 2026 shows a sharp decline across all months with just 254,930 tourists, which is almost 45% lower than the same period in 2025. The cumulative drop of over 200,000 tourists suggests a significant negative trend.

Yet, amid the downturn, a new and sombre landmark has emerged. A martyrdom memorial, set up by J&K govt near Pahalgam’s popular “Selfie Point” along Lidder river, has become a focal stop for visitors. The memorial bears the names of all the 26 tourists who lost their lives in the attack.

For many, the visit is less about leisure and more about remembrance.

Along the riverbanks, tourists gather as they always do, some standing on stones to take pictures, some sitting in small groups having snacks, others dipping their feet into the cold water.

However, as they approach the memorial, their expression shows what has changed in a year. Their mood shifts. Some stand in silence, reading each name written on the memorial. Others raise their phones to capture the sad moment.

The list of 26 begins with Atul Shrikant Mone. It ends with Yatish Bhai Sudhirbhai Pamar. At number 22, is Syed Adil Hussain Shah, a local ponywallah killed while trying to save tourists during the attack.

Ravi C, a tourist from Karnataka, said it was his first visit to Pahalgam and he came despite what had happened last year. He was taking pictures of his young child, who was saluting the memorial.

Ayaan from Mumbai, travelling with his family, said the violence had not kept him away. “Incidents happen,” he said.

Kuldeep Singh, a driver from Punjab, had brought visitors from Punjab. They, too, were reading the names. Kantarajpa, a retired Army officer from Bengaluru, said he wanted to see the place for himself. The attack, he said, has not deterred him.

Across the road at the tourist reception centre, officials from the tourism department said visitors have started returning to Pahalgam. They said in the four months after last year’s attack, the resort saw almost no tourists. “Hoteliers had shut their hotels. But with sustained efforts of govt, things are beginning to improve,” said an official.

Tourism infrastructure in the area remains substantial, with around 107 hotels, 100 guest houses, and a similar number of homestays recorded by the tourism department. However, officials note that a significant number of unregistered accommodations continue to operate outside formal records.

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