Jammu and Kashmir Chief Minister Omar Abdullah expressed optimism on July 10, 2025, about the revival of tourism in the region following the deadly Pahalgam terror attack that killed 26 people earlier this year. Speaking at a travel and tourism event in Kolkata, he described 2025 as a challenging year divided into "before and after" the attack, yet highlighted a "new beginning" with tourism bouncing back.

Abdullah noted a shift from "volume-based" to "value-based" tourism, focusing on quality experiences. He cited the recovery from empty hotels and shikaras to rising occupancy in Pahalgam, Gulmarg, and Sonmarg, supported by increased daily flights from 15 to over 20 and a successful Amarnath Yatra with strong West Bengal participation. He reassured visitors, saying, “Ask those who visited from Bengal recently if they felt unsafe, and they’ll say no,” emphasizing safety measures and ongoing security audits.

The CM acknowledged the historical bond with West Bengal, crediting its political and economic support, and expressed confidence in a robust turnout for Durga Puja. On the attackers, he admitted the region’s challenging topography complicates efforts but assured a relentless "two-pronged approach" by security agencies to protect tourists and civilians. He avoided political debates, focusing on tourism’s resurgence as a message of hope.

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