Reclaiming Trust - Tourism Revival in Kashmir

The phased reopening of over 16 tourist destinations across Jammu and Kashmir this week marks a significant step in the Union Territory's efforts to revive its crucial tourism sector, which was severely jolted by the April 22 terror attack in Pahalgam.

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The return of visitors to iconic sites like Betab Valley, Verinag, and Badamwari is more than symbolic—it reflects a determined push to reclaim normalcy and economic stability in a region where livelihoods are intrinsically tied to tourism.

Chief Minister Omar Abdullah's candid remarks during an interaction with the Indian Association of Tour Operators (IATO) struck a chord. Acknowledging the tragedy that derailed what was poised to be a promising tourist season, he underscored the importance of long-term trust-building. “To call it unfortunate would be an understatement,” he said, referring to the attack that claimed innocent lives and dented the valley's image. His emphasis on repeated visits and consistent visitor experiences points to a deeper strategy—not just recovery, but transformation.