Industry condemns terror attack on tourists in Pahalgam, calls for unity, support & strong action – ET TravelWorld

In the wake of the tragic terrorist attack in Pahalgam, Kashmir, that claimed the lives of 28 tourists and injured 20 others, the Indian travel and tourism fraternity has united in grief and condemnation, calling for strong action and reaffirming their commitment to ensuring Kashmir remains a safe, welcoming destination.

The attack, described as one of the deadliest in recent years, has shocked the industry and sparked a strong wave of solidarity from major tourism stakeholders across India. According to the official report, gunmen opened fire at the Baisaran meadow near Pahalgam, a remote tourist spot accessible by foot or pony, leading to multiple fatalities and injuries. The area was crowded with visitors enjoying improved weather after days of rain. According to survivors, gunmen in military-style uniforms emerged from nearby forests and opened fire on the crowd.

The incident comes at a time when Kashmir has been witnessing a tourism revival post-pandemic, with record-breaking visitor numbers. The attack targeting tourists at the peak of the spring travel season has raised serious concerns.

Joint call for resilience & unity
In a joint press statement, several prominent tourism associations of Jammu and Kashmir came together to condemn the “cowardly terror attack on tourists in Pahalgam.” The statement, signed by leaders from TASK, AKTO, PILTOF, TTIG, IATO (J&K Chapter), TAFI (J&K Chapter), and ADTOI (J&K Chapter), described the act as “senseless violence” and urged the travel community to remain united.

“This senseless act of violence is unacceptable and has caused undue distress to innocent visitors. Despite this challenge, we will continue to showcase our region’s beauty and resilience,” the joint statement read.

The associations urged members and partners to continue promoting Jammu and Kashmir as a hospitable destination, asking travel agents to communicate proactively with clients and tourists, reassuring them of the region’s safety and continued commitment to responsible tourism.

The World Travel & Tourism Council India Initiative (WTTCII) also issued a strongly worded statement condemning the attack, underlining its impact on the local economy and livelihoods.

“We extend our deepest condolences to the families affected by this senseless act of violence,” said a WTTCII spokesperson. “Tourism is a cornerstone of Kashmir’s economy — sustaining thousands of livelihoods and enabling communities to rebuild with dignity and hope. We stand in solidarity with the victims of violence and the people of Kashmir.”

Calls for justice & protection of tourism gains
Ajay Prakash, President of the Travel Agents Federation of India (TAFI), denounced the act as “barbarous” and “heinous,” expressing grief and demanding justice. “Mere words cannot express the horror of this dastardly deed and our prayers go out to the families of the victims,” Prakash said. “This heinous act cannot go unpunished and we stand firmly with our government to give a befitting reply to our enemies and the cowardly perpetrators.”

Highlighting the progress Kashmir had made in recent years — with peace, stability, and tourism returning — TAFI noted that the attack was a direct assault on the state’s economic and social resurgence.

“This attack is a cowardly attempt to destabilise tourism and life in the region, and it must not be allowed to succeed,” Prakash added, stating that TAFI members nationwide “vow to support the tourism industry in J&K.”

Tourism industry urges government for proactive measures
The collective response from the industry also includes an appeal to the government to take swift and strong action against the perpetrators. The associations reiterated their faith in the resilience of Kashmir’s tourism ecosystem but stressed the need for enhanced safety protocols, intelligence coordination, and visible security to reassure tourists.

“This is not just an attack on human lives; it is an assault on the livelihood of lakhs who depend on tourism in Kashmir,” said a senior tour operator from Srinagar. “We must not let fear dictate our future. Strong and decisive action, coupled with a unified industry voice, is the only way forward.”

Despite the tragedy, stakeholders agree on one thing — they will not allow this attack to derail the gains made by the region’s tourism sector. The industry is mobilising communication efforts to counter fear-mongering and misinformation, and to rebuild tourist confidence with the help of government partnerships.

“Let’s stand united in condemning this attack and supporting our tourism industry,” the joint statement concluded. “Together, we will overcome this adversity and ensure Jammu and Kashmir remains a beacon of hospitality and peace.”

Security across the Kashmir Valley has been increased manifold and risking operations in Srinagar and other tourist places like Gulmarg and Sonamarg have been intensified. The J&K government has also set up the Clock Emergency Help Desk for tourists in Srinagar and Anantnag.