Keeping Hope Alive in J&K: Why Tourism Is More Than Just an Industry

AI generated

The recent #terrorattack on tourists in #JammuKashmir has really stayed with me. I keep thinking about the victims and the people of J&K, who have worked hard to get back on their feet after so much strife, only to be knocked down again.

What’s made the past few years so hopeful about J&K was seeing tourism finally take off in the region. 

* The Government of India's push since 2023 by improving infrastructure, promoting J&K, and diversifying tourism, had paid off.

* In 2024, the region saw a record 23.59 million tourists.

* Hotels were packed, big brands were investing, and new flights were added to Srinagar to keep up with the demand.

* Tourism now contributes up to 8% of J&K’s GSDP and is expected to create over 450,000 jobs.

This attack threatens not just lives, but the spirit and economic lifeline of J&K. In conversations with my policy group, while we may feel military action from India might be justified, most agree it won’t solve the issue of terrorism in the long term. In addition to sustaining security for residents and visitors alike, what J&K needs is continued support for its development and integration - something the government has been doing well, with tourism at its core.

Tourism, beyond just the money, can help change perceptions. Welcoming visitors isn’t just business - it’s about making connections. Look at #Rwanda. After the genocide, tourism helped the country heal and rebuild, by attracting visitors to its other beautiful residents- #gorillas. Or #Cambodia, where #AngkorWat not only became a highly visited destination, but also a symbol of hope after years of violence. In Jammu & Kashmir, that kind of connection can be a big part of upending terrorism, finding healing, and integrating with a world that might have leaped ahead.