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The whispers of Lidder River still hum through the pine-scented air. The meadows bloom shyly, as if waiting to be seen again. And the people, wounded but resilient, stand at the gates of Pahalgam, extending their arms in hope, in peace, and in an enduring spirit of hospitality.
Weeks after the unfortunate tragedy that shook this tranquil town in South Kashmir, Pahalgam is slowly waking up again, not just to summer but to the desire for healing. Its people have gathered not just to mourn, but to rebuild. This is not merely a call for tourism. It is a heartfelt invitation to witness the soul of Kashmir.
The Silence That Spoke
The incident that took place in April 2025 cast a shadow over the picturesque beauty of Pahalgam. What should have been another thriving season of bustling bazaars, pony rides, and shikaras turned into a moment of national mourning. Yet, in the face of this pain, the people of Pahalgam responded not with bitterness, but with resolve.
Streets were cleaned within hours. Volunteers gathered from surrounding villages. Children painted signs of welcome. Religious leaders led interfaith prayers. And the shopkeepers, many of whom had lost days, if not weeks, of livelihood, stood united with one message: “We will not let fear define our land.”
A History Etched in Warmth
Pahalgam, often referred to as the “Valley of Shepherds,” has never merely been a travel destination, it has been an emotion. Families from across India have memories rooted in these hills: honey bought from roadside stalls, tea shared with local Gujjar families, and warm Kashmiri bread passed around campfires.
Tourists recall the unsolicited cups of kehwa offered during treks, or how a local would walk them through narrow lanes just to make sure they found the right homestay. Such acts were not gestures for gain, they were traditions.
It is this timeless hospitality that locals are reminding the world of. “We are not defined by one moment of darkness,” says Mehmooda Begum, a 62-year-old matriarch who runs a guesthouse near Aru. “We are defined by centuries of welcoming strangers as our own.”
Beyond the Headlines: A Ground Reality
While social media and newsrooms painted a grim image in the days following the tragedy, those on the ground tell a more nuanced story. The security apparatus responded swiftly. Safety reviews were immediately conducted. Additional infrastructure—CCTV coverage, medical aid units, and helplines—have now been reinforced.
Lieutenant Governor Manoj Sinha, during his visit, reassured both citizens and travelers that “Jammu & Kashmir will remain a safe and secure haven for all its guests.” Furthermore, a multi-agency task force has been commissioned to ensure that tourism in Pahalgam and surrounding areas continues without disruption.
Tourism is Livelihood. Tourism is Healing.
More than 70% of Pahalgam’s economy is directly or indirectly dependent on tourism. From pony-wallas and shikara operators to dry fruit sellers and local artisans, every hand finds dignity through the arrival of guests.
“In Kashmir, a tourist is never just a visitor. He is mehmaan (guest), and mehmaan is like a blessing from God,” says Shahid Rasool, a tour operator who has now started a social media campaign #ComeBackToPahalgam.
“We don’t just want tourists. We need them. Not just for business, but for healing, for rebuilding trust, and for letting the world see the beauty of human resilience.”
Steps Toward a Gentle Comeback
To encourage the return of tourism, the Jammu & Kashmir Tourism Department has launched a new initiative titled “Dil Se Kashmir”, focusing on emotional connections and untold stories of the region. Influencers, photographers, journalists, and cultural ambassadors are being invited to experience firsthand the reality of the valley’s love.
Free heritage walks, discounted homestays, and art festivals are in the pipeline. Government officials confirm that over 5000 security personnel have been deployed to tourist routes, not to intimidate, but to ensure that every traveler feels as safe as they would in their own hometown.
The Message Is Clear: We Are Ready
There are stories that shock the world. And then there are stories that quietly heal it. Pahalgam is writing the second one.
It is not just a valley. It is a place where grief is transformed into prayer, and silence into song. Where the tallest deodars have seen both sorrow and celebration. And where humanity, no matter the trials, continues to extend its hand.
The next time you feel the urge to escape the noise of your city, consider the place that is yearning for your arrival. Not out of desperation, but out of love.
Pahalgam is waiting. Not just to be visited, but to be seen, understood, and embraced again.
To all those who’ve walked the meadows, ridden the ponies, sung beside bonfires, and promised to return—now is the time. Pahalgam kept your memories safe. Come make new ones.
Writer can be reached at muhammadmuslimbhat@gmail.com
