Jammu and Kashmir attracts visitors worldwide through its scenic valleys and natural beauty. However, the region has faced challenges from terrorism for over three decades. In recent years, improved conditions increased tourist arrivals across the Union Territory. However, the Pahalgam terror attack last year affected visitor confidence again.
According to the central government’s written reply in Lok Sabha, tourist numbers declined in 2025.
Compared with 2024, domestic visitors dropped nearly 23%. Meanwhile, foreign tourist arrivals declined by over 44%.
Tourist numbers grew strongly before the 2025 decline
During the previous decade, reduced terror incidents helped Jammu and Kashmir’s tourism sector grow. In 2021, domestic tourist arrivals crossed 1.13 crore. Foreign visitors remained limited at around 2,000. Later, 2022 recorded major growth in visitor numbers. Domestic tourists increased by 63.49% and crossed 1.84 crore.
Additionally, foreign visitors reached around 20,000 during that year. The year 2023 became highly successful for tourism in Jammu and Kashmir. More than 2 crore tourists visited the region for the first time. Domestic visitors crossed 2.06 crore, showing nearly 12% growth compared with the previous year. Furthermore, foreign tourist numbers crossed 55,000. Foreign arrivals increased by 175%.
Pahalgam attack changed tourism momentum in 2025
During 2024, Jammu and Kashmir continued witnessing tourist growth. Domestic arrivals crossed 2.30 crore after an 11.29% rise.
Meanwhile, foreign visitors crossed 65,000 with 18.18% growth. However, the rising momentum stopped in 2025 after the Pahalgam terror attack. Following the incident, domestic and international tourists started avoiding visits to the region. Consequently, domestic tourist numbers declined from 2.30 crore to 1.77 crore.Foreign visitors also witnessed a major fall. Numbers dropped from 65,000 to 36,000.
The decline marked a reduction of more than 44.62% among foreign tourists.
Tourism employment continued to show growth
Despite visitor decline, tourism-related employment increased in Jammu and Kashmir. According to Ministry of Statistics and Programme Implementation data, tourism provided 10.42 lakh jobs during 2021-22.
By 2025, tourism-related employment reached 10.78 lakh in the Union Territory.
