Tourism as Resistance: Bollywood and Travel Industry Rally to Reclaim Kashmir After Pahalgam Attack

In the aftermath of the Pahalgam terror attack that killed 25 tourists, a powerful counter-narrative is emerging—one where tourism itself is being wielded as a weapon against terror. Bollywood stars, tour operators, and government officials are uniting to restore confidence and send a message: Kashmir will not be silenced by violence.

The Indian government is actively appealing to foreign nations to withdraw their travel advisories against visiting Jammu and Kashmir. In a special briefing last week, Foreign Secretary Vikram Misri urged envoys from countries including the U.S., U.K., Australia, and Canada to reconsider the restrictions, stressing the economic impact of tourism cancellations on the region.

With tourism being a cornerstone of Kashmir’s economic recovery post-Article 370, the government plans to ramp up joint promotional efforts. In 2024, the region saw a record-breaking 26 lakh tourist arrivals and a surge in interest around newly developed destinations. Now, authorities are keen to protect those gains from being undone by fear.

Bollywood actors Atul Kulkarni and Sunil Shetty have stepped into the spotlight, calling on Indians not to cancel their travel plans to the Valley. “Six terrorists cannot terrorise 1.4 crore Indians,” said Kulkarni during a visit to Pahalgam. “Tourism is our answer to terrorism. We must come here, meet the people, and experience the beauty that terrorists are trying to destroy.”

Shetty echoed the sentiment, declaring that his next holiday would be in Kashmir. “It was, is, and will remain ours. We must be fearless,” he said.

Despite the sharp dip in tourism—nearly 80% of bookings were canceled after the attack—industry insiders remain hopeful. Mushtaq Chaya, chairman of the Kashmir Hotel Association, acknowledged the blow but praised the swift response from tour operators across India. Mumbai-based Puja Holiday is launching a ‘Love Kashmir, Promote Kashmir’ campaign to draw tourists back to the Valley.

Political leaders are also stepping in. National Conference MLA Tanvir Sadiq emphasized that the entire state machinery, including the central government, is aligned on the goal of reviving tourism. “The message is clear—Kashmir remains safe, and its people stand firmly against terror,” he said.

As Kashmir mourns its losses, a united effort across sectors is working to reclaim the Valley—not just with guns and policy, but with people, presence, and purpose.