Amarnath Yatra sparks hope for tourism revival after terror setback

With over 50,000 pilgrims visiting the holy Amarnath cave shrine in just the first four days of this year’s pilgrimage, traders and those associated with the tourism industry are hopeful that the setback caused by the terror attack in Pahalgam this April will now begin to reverse.

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Both regions — Kashmir and Jammu — witnessed an unprecedented decline in tourist arrivals following the Pahalgam attack, in which 26 people, including 25 tourists, lost their lives. The launch of railway services from Katra to Kashmir last month had already provided the first major boost to the Valley’s struggling tourism sector.

However, traders believe the ongoing Amarnath Yatra, with one of its key base camps located in Pahalgam, is now sending a strong positive message across the country that it is safe to visit the Valley.

Tariq Ghani, general secretary of the J&K Hoteliers Club, said the Pahalgam attack had severely impacted the tourism industry in the Valley. “It sent a wave of fear, and people stopped coming here. However, the Amarnath Yatra is now sending a positive message that is helping to overcome that fear. People across the country are watching how pilgrims are peacefully visiting not only the holy cave but also other areas of Kashmir,” Ghani said.

He added that hotel bookings at major tourist spots are steadily improving as tourists have started returning to the Valley. “Another factor contributing to the rise in tourist arrivals is the start of Vande Bharat train services from Katra,” he noted.

Traders in Jammu, who also suffered losses after the Pahalgam attack due to a sharp decline in Vaishno Devi pilgrim footfall, are now breathing a sigh of relief as the arrival of Amarnath pilgrims has revived their businesses.

Rakesh Wazir, chairman of the Jammu chapter of the PHD Chamber of Commerce and Industry, said the Amarnath Yatra has provided a much-needed boost to the ailing tourism sector of Jammu and Kashmir. “It’s true that the Yatra will last only 38 days, but the positive impact it has generated is significant,” he said.

He added that the influx of Amarnath pilgrims into Jammu is also benefiting local businesses and has become a game changer in the aftermath of the Pahalgam attack.