Opinion | How Tourism Counters Terror Narratives in Kashmir

Pahalgam Tourist Killings Avenged: Kashmir Rises Against Terror, India Strikes Back at Terror Camps in Pakistan

The scent of pine forests, the gentle gurgle of the Lidder River, and the snow-kissed peaks of Pahalgam have, for decades, captured the imagination of travelers and filmmakers alike. But beneath this ethereal beauty lies a more profound story — one where tourism and the economic revival of Kashmir stand tall against the grim shadows of terror. In the heart of South Kashmir, Pahalgam has emerged as a living testament to how the human spirit, commerce, and community resilience can combat extremist narratives that once sought to hijack the region’s identity.

The killing of innocent tourists, especially in areas previously untouched by direct violence, jolts the conscience of every Kashmiri. These brutal acts, carried out by fringe elements guided by cross-border agendas, aim not only to spill blood but to create fear, disrupt communal harmony, and project Kashmir as a hostile land. But the reaction from the people of Kashmir — particularly in places like Pahalgam, Anantnag, and the greater Pir Panjal belt — has not just been of grief. It has been a loud and collective condemnation, marked by candle marches, solidarity prayers, social media campaigns, and an overwhelming show of empathy for the victims.

In May last year, when terrorists targeted a group of pilgrims in South Kashmir, local residents rushed to help, offering water, carrying the wounded, and confronting the attackers where possible. Similarly, in Pahalgam, locals formed human chains around guesthouses and hotels, reassuring visitors of their safety. These were not isolated incidents of kindness; they were reflective of a larger awakening — that the people of Kashmir, weary of being pawns in a geopolitical conflict, are reclaiming their narrative.

Tourism is a powerful antidote to radicalization. When a young man in Anantnag sees an opportunity in setting up a homestay or guiding trekkers to Tulian Lake, he envisions a future tied to stability, not to slogans of violence. When women in the Pir Panjal belt open cafés or join skill-training workshops for tourism-based employment, they are creating micro-ecosystems of peace. In essence, the tourism economy in Kashmir doesn’t just bring money — it brings dignity, purpose, and a stake in a peaceful society.

From the meadows of Aru to the trekking routes of Sinthan Top, the tourist influx has brought not just footfall but a gradual breakdown of fear. Villages once known for curfews are now known for cafes. The sound of gunfire is being replaced by the calls of paragliding instructors and the chatter of schoolchildren visiting these serene spots on educational trips. These seemingly small changes are seismic in their effect: they challenge the propaganda that Kashmir is a ‘war zone’ and instead present it as what it truly is — a valley of resilience, hospitality, and human warmth.

This change hasn’t come easily. The people have paid a heavy price — in blood, in broken families, in economic loss. But now, a generation that has grown up amid conflict is beginning to see the futility of it. The martyrdom of tourists, while tragic, has become a rallying point for Kashmiris to say: “Not in our name.” Many civil society members, religious leaders, and even former militants have condemned these killings. They understand that each act of violence sets the region back, not just politically but also morally and economically.

India, too, has responded with clarity and firmness. The security establishment has adopted a twin approach: bolstering counter-insurgency measures on one hand while ensuring the uninterrupted flow of tourism and investment on the other. The National Investigation Agency (NIA) has expanded its footprint, unearthing terror funding networks linked to Pakistan and identifying sleeper cells that threaten the social fabric of Kashmir. But this defensive posture has also been matched with a robust and calculated offensive.

Following the targeted killings of civilians and tourists, India has intensified its operations across the border. According to defense analysts, recent strike and precision attacks have dismantled key terror infrastructure in Pakistan. These hard responses serve two purposes: they avenge the loss of innocent lives and send a clear message to terror sponsors across the border that India’s patience is not limitless.

Furthermore, India has launched diplomatic offensives against Pakistan in international forums, exposing Islamabad’s duplicity. While Pakistan cries foul over human rights, it continues to shelter individuals like Hafiz Saeed and Masood Azhar, who orchestrate terror under the garb of ideology. India’s dossiers, backed by intercepted communications and satellite data, have garnered international sympathy and support, isolating Pakistan further in the global community.

Yet, amidst the hard power of the state lies the soft resilience of its people — and this is where the true victory lies. The strength of Kashmir today is not just in military outposts but in the voices of its people who are choosing development over destruction, education over extremism, and tourism over turmoil.

Young writers, vloggers, and artists are now documenting their villages, inviting the world to experience the real Kashmir — not through conflict zones, but through cultural festivals, eco-resorts, and trekking trails. This is a revolution of narrative, and it is far more potent than any gun. The fact that these stories are emerging from areas once considered ‘sensitive’ speaks volumes about the transformation underway.

In Pahalgam, the local tourists operators recently held a meetings and press conferences, inviting stakeholders from across the valley to discuss sustainable tourism and community engagement. Such initiatives, although modest in scale, are shaping a broader consciousness. Tourism is our resistance. Every tourist who returns with a smile is our answer to terrorism.

As the snow melts from the peaks of the Pir Panjal, exposing lush meadows and opening up mountain passes, so too is the thaw visible in the hearts of people — a collective yearning for peace, dignity, and normalcy. It is here, amid the alpine trails and pine forests, that a new Kashmir is being written. Not in the language of victimhood, but in the language of hope, hospitality, and healing.

The enemies of peace — those who operate from the shadows of another country — will continue to plot, but they are increasingly becoming irrelevant. Because this time, the people are not just resisting them; they are rebuilding a future that leaves no space for their darkness.

Writers can be reached on zahoorkashmir2025@gmail.com