Snapdeal co-founder and entrepreneur Kunal Bahl, long a vocal advocate for tourism in Kashmir, has withdrawn his support following the April 22 terror attack in Pahalgam that killed 26 people. Many of the victims were tourists, including two foreigners.
Posting on X, Bahl wrote, "Beauty of Pahalgam from my last trip. Despite people’s fear of going to Kashmir, I have always been the voice that’s been telling those around me to go experience its beauty, culture. Probably the best tourist destination of India. I will stop doing that now. Not worth the risk."
His words reflect a growing unease among Indian travellers and tour operators after a rare and brutal assault that directly targeted visitors. The fallout has been swift.
Eyewitness horror and targeted killings
The attack took place in the scenic Baisaran Valley near Pahalgam, where gunmen opened fire on a group of tourists. Eyewitness accounts suggest the attackers asked people to recite religious verses before shooting, raising fears of sectarian motives.
The Resistance Front (TRF), an affiliate of Lashkar-e-Taiba, claimed responsibility for the massacre. Among the dead were tourists from West Bengal, the UAE, and Nepal.
Tourism industry faces deep shock
The response from the travel industry has been one of fear and frustration. As reported by Business Today, Bilolaksha Das, chairman of the eastern chapter of the Travel Agents Federation of India, stated, "There had been terror attacks in Kashmir before. But never before were tourists identified and killed. The entire tourism industry and all its partners revolving around Kashmir… will go for a toss after this incident."
Tour operators from Kolkata confirmed receiving waves of cancellations, particularly from eastern India which contributes around 30% of Kashmir’s tourist footfall. With the season peaking from February to October, including Durga Puja holidays, the blow is considerable.
From record numbers to abrupt collapse
Tourist arrivals in Kashmir had been surging. The region saw a record 2.35 crore visitors in 2024, up from 2.11 crore the year before. Infrastructure upgrades and international exposure—including the G20 Tourism Working Group meeting in Srinagar—had strengthened confidence.
This year had started well too: over 8 lakh people visited Srinagar’s Tulip Garden in less than a month. But now, operators report up to 90% cancellations in some areas.
Political voices join the grief
Jammu and Kashmir Chief Minister Omar Abdullah acknowledged the severity of the crisis, “It’s heartbreaking to see the exodus of our guests from the valley after yesterday’s tragic terror attack in Pahalgam, but at the same time, we totally understand why people would want to leave,” he posted on X.
Author Rahul Pandita also weighed in, writing, “There are beautiful places in India. I mean go to Arunachal, for God sake. Kerala is beautiful. The Western Ghats will take your breath away. Don’t go to a place where terrorists can end your life… Kashmir is over-rated.”
Economic growth now in jeopardy
The terror strike comes at a time when Jammu and Kashmir’s economy was showing signs of recovery. The region’s real GSDP for 2024–25 was projected to grow at 7.06%, with a nominal GSDP of ₹2.65 lakh crore. Per capita income was expected to rise over 10% to ₹1,54,703.
Much of this growth had stemmed from improved security. Terror incidents had fallen from 228 in 2018 to 46 in 2023. Tourism—contributing an estimated ₹18,500 to ₹21,200 crore annually—was key to that progress.
The government had aimed to raise tourism’s share of GSDP from 7% to 15% in the next five years. That vision now looks uncertain.
Ripple effects across sectors
The tourism ecosystem is vast and deeply interconnected. More than 1,500 houseboats, 3,000 hotel rooms, transport operators, local guides, handicraft vendors and others are tied to the sector. Many had taken loans or made heavy investments banking on continued growth.
With cancellations pouring in, defaults are expected to rise. Banks may tighten lending, and investments in real estate around tourism zones could stall. Ancillary industries—from retail to horticulture—are also bracing for impact.
Unemployment, which had eased to 6.1% in 2023-24, could climb again. Even the fledgling start-up ecosystem, which saw a 287% rise in DPIIT-registered ventures since 2020, may face stagnation.
What makes this attack particularly devastating is its calculated targeting of civilians—a departure from previous patterns of violence in the Valley. It threatens to undo years of efforts to present Kashmir as safe, stable, and welcoming.
The image of Kashmir as a peaceful, aspirational tourist destination had been slowly rebuilt after decades of turmoil. That image now lies fractured.
What follows next will depend not only on security responses but also on whether the state can reassure visitors, revive trust, and help rebuild an industry brought to its knees in a single day.
Posting on X, Bahl wrote, "Beauty of Pahalgam from my last trip. Despite people’s fear of going to Kashmir, I have always been the voice that’s been telling those around me to go experience its beauty, culture. Probably the best tourist destination of India. I will stop doing that now. Not worth the risk."
Beauty of Pahalgam from my last trip. Despite people's fear of going to Kashmir, I have always been the voice that's been telling those around me to go experience its beauty, culture. Probably the best tourist destination of 🇮🇳. I will stop doing that now. Not worth the risk. pic.twitter.com/xywK5i8sej
— Kunal Bahl (@1kunalbahl) April 23, 2025
His words reflect a growing unease among Indian travellers and tour operators after a rare and brutal assault that directly targeted visitors. The fallout has been swift.
Eyewitness horror and targeted killings
The attack took place in the scenic Baisaran Valley near Pahalgam, where gunmen opened fire on a group of tourists. Eyewitness accounts suggest the attackers asked people to recite religious verses before shooting, raising fears of sectarian motives.
The Resistance Front (TRF), an affiliate of Lashkar-e-Taiba, claimed responsibility for the massacre. Among the dead were tourists from West Bengal, the UAE, and Nepal.
Tourism industry faces deep shock
The response from the travel industry has been one of fear and frustration. As reported by Business Today, Bilolaksha Das, chairman of the eastern chapter of the Travel Agents Federation of India, stated, "There had been terror attacks in Kashmir before. But never before were tourists identified and killed. The entire tourism industry and all its partners revolving around Kashmir… will go for a toss after this incident."
Tour operators from Kolkata confirmed receiving waves of cancellations, particularly from eastern India which contributes around 30% of Kashmir’s tourist footfall. With the season peaking from February to October, including Durga Puja holidays, the blow is considerable.
From record numbers to abrupt collapse
Tourist arrivals in Kashmir had been surging. The region saw a record 2.35 crore visitors in 2024, up from 2.11 crore the year before. Infrastructure upgrades and international exposure—including the G20 Tourism Working Group meeting in Srinagar—had strengthened confidence.
This year had started well too: over 8 lakh people visited Srinagar’s Tulip Garden in less than a month. But now, operators report up to 90% cancellations in some areas.
Political voices join the grief
Jammu and Kashmir Chief Minister Omar Abdullah acknowledged the severity of the crisis, “It’s heartbreaking to see the exodus of our guests from the valley after yesterday’s tragic terror attack in Pahalgam, but at the same time, we totally understand why people would want to leave,” he posted on X.
Author Rahul Pandita also weighed in, writing, “There are beautiful places in India. I mean go to Arunachal, for God sake. Kerala is beautiful. The Western Ghats will take your breath away. Don’t go to a place where terrorists can end your life… Kashmir is over-rated.”
There are beautiful places in India. I mean go to Arunachal, for God sake. Kerala is beautiful. The Western Ghats will take your breath away.
— Rahul Pandita (@rahulpandita) April 22, 2025
Don’t go to a place where terrorists can end your life. It’s just not worth it. And if you really ask me — and I am a native — Kashmir is…
Economic growth now in jeopardy
The terror strike comes at a time when Jammu and Kashmir’s economy was showing signs of recovery. The region’s real GSDP for 2024–25 was projected to grow at 7.06%, with a nominal GSDP of ₹2.65 lakh crore. Per capita income was expected to rise over 10% to ₹1,54,703.
Much of this growth had stemmed from improved security. Terror incidents had fallen from 228 in 2018 to 46 in 2023. Tourism—contributing an estimated ₹18,500 to ₹21,200 crore annually—was key to that progress.
The government had aimed to raise tourism’s share of GSDP from 7% to 15% in the next five years. That vision now looks uncertain.
Ripple effects across sectors
The tourism ecosystem is vast and deeply interconnected. More than 1,500 houseboats, 3,000 hotel rooms, transport operators, local guides, handicraft vendors and others are tied to the sector. Many had taken loans or made heavy investments banking on continued growth.
With cancellations pouring in, defaults are expected to rise. Banks may tighten lending, and investments in real estate around tourism zones could stall. Ancillary industries—from retail to horticulture—are also bracing for impact.
Unemployment, which had eased to 6.1% in 2023-24, could climb again. Even the fledgling start-up ecosystem, which saw a 287% rise in DPIIT-registered ventures since 2020, may face stagnation.
What makes this attack particularly devastating is its calculated targeting of civilians—a departure from previous patterns of violence in the Valley. It threatens to undo years of efforts to present Kashmir as safe, stable, and welcoming.
The image of Kashmir as a peaceful, aspirational tourist destination had been slowly rebuilt after decades of turmoil. That image now lies fractured.
What follows next will depend not only on security responses but also on whether the state can reassure visitors, revive trust, and help rebuild an industry brought to its knees in a single day.
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