The tourism sector in Kashmir is facing significant challenges a year after the April 2025 Pahalgam terror attack, which left 26 dead, including 25 tourists. Current hotel occupancy rates are reported at just 30-50%, a stark contrast to the sold-out conditions seen in previous years. Mushtaq Ahmed Chaya, president of the Jammu and Kashmir Hoteliers Association, noted that while occupancies are low, there is a gradual increase in booking inquiries. The situation is compounded by concerns over ongoing conflicts, particularly between the US and Iran, which have led to deferred travel plans. The Tulip garden in Srinagar, a major attraction, experienced a significant decline in visitors this year, drawing only 390,000 compared to 855,000 in the previous season. Industry leaders are advocating for government initiatives to promote tourism in Kashmir, including the revival of travel concessions and corporate events. Despite these challenges, there is cautious optimism as traveler confidence appears to be returning, suggesting potential for improvement in the coming months.