The Kashmir Valley is witnessing a resurgence in tourism as visitors arrive with renewed confidence just before the first anniversary of the Pahalgam terror attack that occurred on April 22, 2022, claiming 26 lives. Tourists express feelings of safety and appreciation for the region's hospitality, despite the past violence. Authorities have introduced a QR code-based security system to improve monitoring and accountability for tourists and local businesses, aiming to reassure visitors and promote responsible tourism. Junaid Qureshi, director of the European Foundation for South Asian Studies, emphasized the need for decisive action against terrorism and its external sponsorship, particularly from Pakistan. He noted the significant economic impact on the tourism sector, which has faced losses due to violence. The anniversary of the attack serves as a poignant reminder for Kashmiris to unite against terrorism and advocate for peace, with calls for a clear message to the world that such acts do not represent the region's identity.