Srinagar, Oct 2, KNT: Kashmir’s prominent business icon and leading hotelier, Mushtaq Chaya today said that the Valley’s tourism industry is passing through one of its most difficult phases in recent years, with hotels lying vacant and arrivals at an all-time low following the recent Pahalgam attack on tourists.
Speaking to the news agency Kashmir News Trust, Chaya said the unfortunate incident had dealt a severe blow to Kashmir’s tourism sector, which directly and indirectly supports around 35 lakh people. “The attack on tourists in Pahalgam proved fatal for the industry. Tourist arrivals are low, hoteliers are suffering, and many hotels remain unoccupied. This has created a ripple effect across transporters, guides, artisans and all those linked with tourism,” Chaya said.
Underscoring the need for a coordinated response, Chaya announced the formation of a ‘Tourism Revival Group,’ an umbrella body comprising every major and minor association connected with the industry. He said the group would soon meet Prime Minister Narendra Modi and Lieutenant Governor Manoj Sinha to press for urgent steps to restore confidence among tourists.
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“We don’t seek monetary benefits but the revival of tourism. What we need is more investment and a greater inflow of visitors to Kashmir. Our Prime Minister, Chief Minister, Lieutenant Governor and Police can play a pivotal role in creating awareness about the safety and hospitality that Kashmir offers. The world must know that Kashmir is safe for tourists,” he said.
Chaya emphasized that the hospitality sector is ready to contribute, but government support and a national awareness campaign are essential to attract domestic and international travelers. “If the right message goes out, we can recover. Tourists must feel assured of their safety. Our infrastructure is ready, our hotels are ready, and our people are waiting to welcome guests,” he added.
He also appealed to local stakeholders to work collectively in restoring the brand of Kashmir as a premier tourist destination. “The tourism sector is the backbone of our economy. Unless there is a revival, thousands of families will continue to suffer. This is not about one association or one group, but about safeguarding the livelihood of lakhs of people,” Chaya told KNT.
The announcement of the Revival Group comes at a time when the Valley is witnessing sluggish bookings ahead of the winter season, a period usually marked by a strong inflow of visitors to Gulmarg, Pahalgam and Sonamarg. Industry insiders warn that if confidence is not restored quickly, Kashmir could lose out on crucial business to other hill destinations across India.
Chaya maintained that Kashmir needs sustained investment and branding efforts rather than short-term sops. “We are not asking for financial packages. What we need is revival, confidence building and long-term planning. With proper support, Kashmir tourism can bounce back stronger,” he said.
The Revival Group, according to Chaya, will draft a comprehensive memorandum highlighting the challenges, including law and order issues, negative perceptions, and the lack of international promotional campaigns. The delegation will seek central intervention to ensure that Kashmir remains on the map of top travel destinations in India and abroad. [KNT]
