(If there is heaven on Earth, it’s here, it’s here.)
These immortal words by the Persian poet Amir Khusrau have long echoed on the pristine valleys and snow-filled slopes of Kashmir. They are talking about the paradise located in the Himalayas – the Tulip Garden, the Apple Orchard and the Snow Mountain peaks. But on April 22, 2025, that paradise was broken.
A brutal terrorist attack in Pahalgam is one of the most beloved tourist destinations in the Anantnag region of Jamu and Kashmir, leaving at least 28 civilians, many of whom are seeking peace and beauty. According to initial reports, four terrorists associated with the Resistance Force (TRF) were allegedly a group associated with Lashkar-e-Taiba, who opened fire near a popular grassland, turning the quiet place into an indescribable horror scene.
Also Read: Pahalgam Attack: Baisaran becomes a horror valley
The news echoed far beyond the valley. In a rare manifestation of unity sadness, inter-party leaders condemned the attack. President Droupadi Murmu, Prime Minister Narendra Modi, Interior Minister Amit Shah and opposition leader Rahul Gandhi all showed deep pain. Global Voice has also been published alongside U.S. President Donald Trump, Israeli Prime Minister Benjamin Netanyahu, Russian President Vladimir Putin and others.
Yet, among the official condolences and promises, an unsettling silence envelopes Kashmir, not just a sad silence, but a threat to the steady pace of economic recovery, a revival of tourism and a sense of vulnerability that has taken root in recent years.
From locking to lifeline: a fragile recovery
After years of armed forces followed by the political unrest under Article 370 of 2019, and Covid-19 locked in, Kashmir finally started to rebound. The economic lifeline of the region’s tourism industry once again flourished. A report said that in 2023 alone, a record 210 million tourists visited the union territory.
Also Read: Pahalgam Attack: 28 people died, several injured in targeted shooting; survivors recall horrible behavior as a government armed action plan
The hotel room reservation was very complete and had to accommodate visitors in a private residence. Major hotel chains are expanding. “The Taj Mahal Vivanta is adding 20 new rooms,” said Rajesh Sharma, chairman of the FICCI, J&K industrial agency. International investors such as Lulu Group from Abu Dhabi have entered the region to build a large market in a new shopping mall in Srinagar.
In Gulmarg, one of Asia’s top ski destinations, development is developing. “We are ready to invite bids for luxury hotel projects abandoned in the 1980s,” said Minga Sherpa, deputy commissioner of Baramulla. “Many large Indian hotel chains show interest in the 7 acres of main land next to the Gulmag gondolas.”
The ski slopes are filled with laughter and adrenaline lately. Rishab Mittal, a 28-year-old snowboarder from Haryana, sums up the spirit of modern Kashmir tourism: “When I slide down the hill, my coach will shoot it and post it to Instagram.
Business is on the rise…but will it continue?
It’s not just tourism. Sopore, Asia’s second largest fruit market, also boomed. “The war has decreased, and there are about 1,000 active businessmen now,” said Zahwoor Ahmad, an experienced Apple trader.
Sopore’s Mandi’s annual turnover hit Rs 70,000 crore in 2024, making a living in Kupuwara, Bandipora, Baramula and budgam – the region is heavily dependent on this seasonal trade.
Even border tourism has begun to rise, and now once once inaccessible areas such as Gures, Crane, Titval and RS Pura are now seeing footsteps from all over India. Jamu and Kashmir are not just rehabilitation. They renamed themselves as a premium tourism and investment hub for destination weddings, luxury golf courses and rats (conferences, incentives, conferences and exhibitions) tourism.
Hope to establish a new normal
The Union Territory is slowly moving towards a new identity. According to government data, the tourism contribution to the total state gross domestic product (GSDP) rose from 7.84% in 2019-20 to 8.47% in 2022-23. PM Modi unveiled a Rs 64 billion worth of development before the election at a massive rally at the Bakshi Stadium in Srinagar.
But there is a quiet state of progress – a quiet treaty between hope and peace. For this new era to last, guns need to remain silent.
The cost of bullets: Dangerous progress?
This latest attack caused a long shadow. Candlelight vigils and protests erupted in Srinagar, Ponchi, Kupowara, Balamura and Chamu, and even locals joined. “It’s not just tourists, but our livelihood, our family,” said Gulzar Ahmad Wani, president of Pahalgam Taxi Association.
The worry now is that the cycle may repeat – the valley’s economy is removed by fresh insecurity. Will tourists come again? Will investors retreat? Will families who bet on future peace in Kashmir be forced to rethink?
Pahalgam’s attack was not only a tragedy, but a test. Test the resilience of the valley, the faith of the people and the ability of the government to protect Kashmir for regaining efforts: stability, growth and dignity.
