Kashmir Needs Tourists, Not Tension : Shaadi.com Founder Anupam Mittal
Says If We Disappear, Pakistan Wins; We Travel, Kashmir Wins
Suhail Khan
For nearly a month now, Kashmir—often called paradise on earth—has been struggling during its peak business season, facing one of its worst phases with alarmingly low hotel bookings and sluggish activity in local businesses.
The crisis began after a terror attack on April 22 in Pahalgam, one of the most popular tourist destinations, which killed 26 visitors and prompted India to suspend the Indus Waters Treaty with Pakistan. Following the attack, India and Pakistan engaged in retaliatory actions, with New Delhi blaming Islamabad for the assault—a charge Pakistan denied.
On May 7, India claimed to have conducted precision strikes, codenamed ‘Operation Sindoor,’ targeting terrorist camps in Pakistan and Pakistan-occupied Kashmir (PoK). The escalation brought the two nuclear-armed neighbors dangerously close to war.
Unexpectedly, last Saturday, U.S. President Donald Trump announced that India and Pakistan had agreed to an immediate and complete ceasefire—despite heavy cross-border shelling earlier that day, including Indian airstrikes on Pakistani military installations.
Yet, the ground reality for businesses tells a different story. At a time when Kashmir should be bustling with activity, shops and hotels are struggling to stay afloat.
Despite the ceasefire between the two nations, life remains difficult. Offices and hotels are open, and the iconic Dal Lake’s shikaras await tourists—but where are the visitors? This question weighs heavily on everyone tied to Kashmir’s tourism industry.
Amid the gloom, a glimmer of hope emerged in the boardroom of Shark Tank India, where Anupam Mittal, founder of Shaadi.com, and other attendees celebrated the resilience of Kashmiris with empathy and optimism.
While faint hope for relief flickers, the saying “Umeed pe aaj tak jeeye hain, aur umeed hi rakh sakte hain” (We have survived on hope so far, and hope is all we can hold onto) echoes in every Kashmiri’s mind. Hope is what keeps the world going—”Umeed pe duniya qayam hai.” For decades, Kashmiris have endured hardships, clinging to hope for better days. Now, they pray for swift improvement, yearning for the return of prosperity and peace.
Mittal’s voice carries significance at this critical juncture, as Kashmiris grapple with despair. He has booked a family trip to Kashmir and is urging fellow Indians to support the region’s shattered tourism sector.
Sharing his flight tickets on X (formerly Twitter), the entrepreneur wrote: “What Kashmir really needs is tourists to come back, so I booked my ticket! If we vanish, they win. If we travel, Kashmir & India win. #ChaloKashmir #JaiHind.”
While his visit alone may not revive the industry, his message could spark a much-needed wave of optimism. As Fayaz Ahmed, a senior hotelier in Gulmarg, puts it: “This gesture brings a reason to smile—a hope that peace will return and tourism will flourish once again.”
A local daily, Greater Kashmir, quoting a hotelier who spoke on condition of anonymity, painted a bleak picture of the industry’s prospects: “In April, as it was the beginning of the season, I was expecting a good season. I had hired 20 new employees, as my bookings were full until the end of June, but I had to implement cost-cutting measures and let them go. We’ve never seen such an immediate collapse. Even during previous difficult periods, there was always some business, but now it’s complete silence.”
A survey by LocalCircles revealed that 62% of families who had travel plans to Kashmir between May and December canceled their trips following the Pahalgam attack. The survey, which received over 21,000 verified responses across 361 districts, highlights the severe impact on tourism.
With the industry struggling, those dependent on it hope that tourists will return soon so businesses can recover.
