In the wake of a deadly attack a year ago, Pahalgam, a renowned tourist destination in Kashmir, is striving to rebuild its image and attract visitors back to its picturesque landscapes. Tourist guide Nazakat Ali fields regular calls from potential visitors, reassuring them of the area's safety. Despite his efforts, the haunting memory of the attack still influences perceptions, making it a challenge to restore confidence.
The attack, which killed 26 people, led to the closure of over half of the region’s tourist sites and a dramatic drop in visitor numbers, from nearly three million in 2024 to less than 1.2 million in 2025. Although some locations have reopened, the site of the killings remains closed.
The repercussions went beyond tourism; local businesses were hit hard, with some, like hotelier Mohammad Abubakar, forced to shut down after incurring significant losses.
While some tourists return cautiously, overall numbers remain low. The attack has disrupted a delicate balance that allowed the community to thrive despite longstanding conflict in Kashmir, reflecting a broader struggle for stability in the region.
As the anniversary approaches, the town remains marked by the tragedy, its residents caught between the need for recovery and the shadows of past violence.