Impact of the Pahalgam Attack on Ladakh Tourism & the ‘Ladakh is Waiting’ Campaign
On April 22, 2025, a terror attack in Pahalgam, Jammu and Kashmir, tragically killed 26 people. This created a lot of fear and uncertainty among travelers. Because of this, many tourists canceled their trips, causing tourism in Ladakh to drop by about 70%.

Tourism is super important for Ladakh’s economy. Many families depend on it by running guesthouses, homestays, restaurants, and travel services. With fewer tourists coming, many people are struggling to make a living.

To help bring tourism back, the All Ladakh Hotel and Guest House Association (ALHAGHA) launched a campaign called “Ladakh is Waiting.” This campaign shows how the local community is affected and asks tourists to visit again.

They made a 3-minute short film showing a family preparing their guesthouse, hoping for guests who never arrive. The film ends with a heartfelt message:

“The room is ready. The tea is warm. The mountains are calling, Ladakh is waiting.”

Ladakh is famous for its stunning natural beauty and attracts hundreds of thousands of visitors every year. But this attack has put the whole region’s economy in danger because there are fewer tourists and many empty hotels.

This campaign wants to remind people not to give in to fear but to come support Ladakh and enjoy its amazing landscapes safely.

It’s similar to the “Kerala is Open” campaign after the 2018 floods, which encouraged people to return to Kerala by assuring them it was safe and ready for visitors.

Author: Sania Khan