“Post-Pahalgam Attack, Gulmarg Anchors Tourism Revival in Kashmir”

Suhail Khan

Gulmarg, May 18: It was April 22, 2025. Pahalgam. A devastating militant attack left innocent tourists dead, and just like that, Kashmir’s tourism industry—fragile, hard-earned, and vital—was knocked flat on its back. For months, the Valley’s iconic destinations wore a ghostly, deserted look. What followed was a year of frantic damage control. From the Prime Minister’s Office to the Lieutenant Governor’s chambers, and from the Chief Minister to local hoteliers and houseboat owners, everyone scrambled to salvage the sector.

Yet, while Pahalgam struggled to heal and Sonamarg waited for the tides to turn, one destination quietly orchestrated a comeback: Gulmarg.

The architect behind this resilient revival is Tariq Hussain Naik, CEO of the Gulmarg Development Authority (GDA).

In an exclusive sit-down with Kashmir Convener correspondent Suhail Khan, Naik lays out the blueprint of Gulmarg’s recovery—the wins, the persistent worries, and why he believes the Meadow of Flowers can outrun any crisis.

KC: A year after the Pahalgam attack, the Valley’s tourism industry was practically on life support. How did Gulmarg manage to bounce back so rapidly?

Naik: Look, I won’t dwell too much on the past, but Gulmarg possesses an enduring legacy. Whether it is winter, summer, or spring, it has always been a traveler’s first choice. After the attack, the fear was undeniably real. However, we are profoundly grateful to tourists from across the country who chose to trust us again.

I must emphasize that this wasn’t a solo effort. The central government, the PMO, the LG, the Chief Minister, every administrative official, trader, and individual tied to this industry worked as a single, cohesive unit. Gulmarg proved its sheer capacity, its potential, and its timeless beauty. That collective push is exactly why the sector is back on track today.

KC: Over the last 12 months, what stood out as your single biggest challenge?

Naik: Catering to the sudden influx of tourists while simultaneously managing logistics, service quality, and security. Balancing all three at once was a tightrope walk. But we have largely succeeded. Our triumph lies not just in delivering premium services, but in maintaining a peaceful, secure environment. Safety is absolute; it is non-negotiable for us.

KC: Let’s talk numbers. Is the footfall genuinely back to pre-crisis levels?

Naik: Absolutely. Daily arrivals are robust, and we are witnessing a strong, consistent flow. Interestingly, the intense heatwave sweeping the rest of the country this summer has worked in our favor. People are desperate for an escape, and they want to come to Gulmarg. That is an incredibly encouraging sign.

KC: Moving forward, what is your ultimate vision for the tourist experience here?

 

Naik: Our primary mandate is to provide every visitor with a peaceful, secure, and comfortable environment. More than that, we want to offer them a genuine “home away from home” experience. Cultivating that feeling of safety and warmth is our responsibility. To sustain this, we need a continuous, joint effort from every single stakeholder in the Valley. Come. Trust us. We will give you safety, beauty, and a memory that feels like home. That is not just a slogan—that is our promise.

KC: International tourists, however, are still largely missing from the picture. Why is that?

Naik: We have to look at the broader global landscape. The truth is, geopolitical tensions and global economic anxieties have impacted international travel across the board. While we haven’t seen massive numbers of foreign tourists this summer, our winter season actually told a different story—we saw a very decent turnout of international skiers.

This year, security infrastructure has been substantially upgraded. I remain highly optimistic. Once the global situation stabilizes, they will return. I won’t get bogged down in statistics, but I firmly believe our hospitality and warmth place us in a much stronger position to win them back.

KC: If foreign travel is down, who is currently driving hotel occupancy?

Naik: Local and domestic tourists, without a doubt. They continue to be the absolute backbone of our tourism economy, and we owe them a great debt of gratitude for keeping the industry alive.

KC: Infrastructure is often a pain point. Do you have concrete developmental plans on the horizon?

Naik: Yes, the GDA has been incredibly proactive regarding regular maintenance and structural renovations. During the winter, our focus on winter sports acted as a massive catalyst for revival. Now that summer is here, we are gearing up to host a major Golf Tournament that will feature athletes from across the globe.

As for our crown jewel—the Gulmarg Gondola—it remains the backbone of our tourism pull; it is always the visitor’s first choice. We are continuously upgrading its mechanism and ticketing services to ensure a seamless experience. Several other developmental projects are currently underway that will fundamentally reshape Gulmarg, bringing better infrastructure and expanded capacity.

KC: Finally, what would you say to a potential tourist who is still hesitant or fearful about visiting Kashmir?

 

Naik: I would tell them: Come. Trust us. We will surround you with safety, mesmerize you with beauty, and gift you a memory that feels like home. That is not just a marketing slogan—that is our personal promise to you.