Resilience and Recovery of Kashmir Valley\'s Tourism: A Study of Impacts of Turmoils and Strategies for Post-Pandemic Revival

Abstract

The tourism sector, a vital pillar of economic development, faced unprecedented challenges during the COVID-19 pandemic, particularly in the picturesque Kashmir Valley. Renowned as the \"Paradise on Earth,\" the valley’s tourism industry, already susceptible to political unrest and natural disasters, suffered a dramatic decline during the pandemic. This study evaluates the historical trends in tourist arrivals from 1991 to 2022, emphasizing the multifaceted impacts of external shocks, including the COVID-19 pandemic and the abrogation of Article 370, on the region’s tourism economy. Utilizing a combination of statistical analyses, GIS techniques, and secondary data, the study examines the interplay of tourism dynamics with public health and socio-economic disruptions. The findings reveal a sharp decline in tourist arrivals in 2020, coinciding with global lockdowns and health crises. However, partial recovery in 2021 and a notable rebound in 2022 underscore the sector’s resilience. Key challenges persist, including health concerns, changing travel preferences, and economic uncertainties. This research proposes comprehensive revival strategies encompassing sustainable practices, enhanced health infrastructure, targeted marketing, and leveraging Kashmir\'s unique geographical and cultural assets to ensure long-term resilience. By providing actionable insights for policymakers and stakeholders, this study highlights the critical role of adaptive strategies and community participation in revitalizing the tourism industry. It underscores the necessity of balancing economic growth with environmental sustainability, paving the way for a more equitable and resilient tourism future for Kashmir Valley.

Introduction

Tourism is a rapidly expanding global economic sector that directly boosts growth and stimulates other industries. It is especially vital for developing economies by generating foreign exchange, income, and employment. Jammu and Kashmir (J&K) in India, known as "Paradise on Earth," is a significant tourist destination with diverse attractions across Jammu, Kashmir, and Ladakh regions, including nature tourism, pilgrimage, adventure, and health tourism. Tourism in J&K is a key economic driver, supporting allied sectors like handicrafts and transport, and providing jobs, especially where industrialization and agriculture have limited potential.

The tourism industry in Kashmir Valley has faced challenges from political unrest, natural disasters, and most recently, the COVID-19 pandemic, which severely disrupted travel worldwide. The pandemic caused a drastic drop in tourist arrivals, threatening livelihoods dependent on tourism and highlighting the sector’s vulnerability. Despite this, data from 1991 to 2022 shows the tourism industry’s resilience, with recovery evident post-pandemic aided by easing restrictions and vaccination efforts.

The study uses geographic, tourism, and COVID-19 data to analyze these impacts on Kashmir Valley tourism, emphasizing the need for sustainable, resilient strategies to revive the industry. It highlights the importance of integrating infrastructure development, marketing, and safety protocols to ensure the long-term prosperity of tourism in the region.

Conclusion

The COVID-19 pandemic severely impacted Kashmir Valley\'s tourism industry, a crucial economic driver and cultural exchange hub. In 2020, tourist arrivals drastically dropped, with the number of visitors plunging from over a million in 2011–2012 to a mere few thousand. This decline highlighted the industry\'s vulnerability to global crises, as the region simultaneously faced over 300,000 COVID-19 cases and a death toll of 2,422. The study explored the dual impacts of tourism, noting its significant economic benefits, such as revenue generation, job creation, and infrastructure development. For example, between 2002 and 2020, the industry directly employed over 3.4 million people, with indirect jobs in related sectors. Additionally, tourism fosters cross-cultural understanding, enhancing mutual appreciation and promoting peace. However, negative effects also emerged, including environmental strain from unmanaged tourism, waste generation, resource depletion, and the potential erosion of Kashmir\'s cultural identity due to commercialization. As the region seeks to revive its tourism sector post-pandemic, a multi-faceted approach emphasizing public health, sustainability, and responsible tourism is essential. Key steps include strengthening health infrastructure, promoting eco-friendly practices, and leveraging digital platforms to attract a diverse range of tourists. Targeted marketing campaigns focused on adventure, culture, and wellness can help Kashmir regain its status as a premier destination. Collaboration between government, local communities, and environmental organizations is critical to ensuring a balanced and equitable recovery. Empowering locals through initiatives like homestay programs and handicraft promotion will ensure that tourism benefits are shared more widely. Ultimately, reviving Kashmir\'s tourism industry offers a chance for economic rejuvenation while showcasing the region\'s rich cultural heritage and natural beauty to a global audience, fostering peace, prosperity, and a more sustainable future for the valley.

References

[1] Bakar, N.A., & Rosbi, S. (2020). Effect of Coronavirus disease (COVID-19) to tourism industry. International Journal of Advanced Engineering Research and Science, 7(4), 189-193.- https://doi.org/10.22161/ijaers.74.23 [2] Gentile, I., & Abenavoli, L. (2020). COVID-19: Perspectives on the potential novel global threat. Reviews on Recent Clinical Trials, 15(2), 1-3.https://doi.org/10.2174/1574887115999200228100745 [3] Gössling, S., Scott, D., & Hall, C.M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 1-20. - https://doi.org/10.30892/gtg.334spl06-597 [4] Impact of covid-19 on tourism in valley. (2024, March 20). Impact of covid-19 on tourism in valley. https://www.greaterkashmir.com/opinion/impact-of-covid-19-on-tourism-in-valley/ [5] Jamal, T., & Budke, C. (2020). Tourism in a world with pandemics: local-global responsibility and action. Journal of tourism futures, 6(2), 181-188.https://doi.org/10.30892/gtg.334spl06-597 [6] Kumar, S., & Nafi, S. M. (2020). Impact of COVID-19 pandemic on tourism: Recovery proposal for future tourism. GeoJournal of Tourism and Geosites, Year XIIII Vol, 33 https://doi.org/10.30892/gtg.334spl06-597 [7] Novelli, M., Gussing Burgess, L., Jones, A., & Ritchie, B.W. (2018). No Ebola. Still doomed – The ebola- induced tourism crisis. Annals of Tourism Research, 70, 76 87 . https://doi.org/10.1016/j.annals.2018.03.006 [8] Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of business research, 117, 312-321. https://doi.org/10.1016%2Fj.jbusres.2020.06.015 [9] Sönmez, S., Wiitala, J., & Apostolopoulos, Y. (2019). How complex travel, tourism, and transportation networks influence infectious disease movement in a borderless world. In Handbook of globalisation and tourism (pp. 76-88). Edward Elgar Publishing. https://doi.org/10.4337/9781786431295.00015 [10] Dar, Showkat & Lone, Naseer. (2022). Effects of Covid -19 Pandemic on Tourism in Kashmir. Journal of Social Responsibility, Tourism and Hospitality. 02. 1-8. 10.55529/jsrth.24.1.8. - - https://doi.org/10.30892/gtg.334spl06-597 [11] Mao, C. K., Ding, C. G., & Lee, H. Y. (2010). Post-SARS tourist arrival recovery patterns: An analysis based on a catastrophe theory. Tourism Management, 31(6), 855-861 -https://doi.org/10.1016/j.tourman.2009.09.003 [12] Abbas, J., Mubeen, R., Iorember, P. T., Raza, S., & Mamirkulova, G. (2021). Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery of the travel and leisure industry. Current Research in Behavioral Sciences, 2, 100033 - https://doi.org/10.1016/j.tourman.2009.09.003 [13] Zenker, S., & Kock, F. (2020). The coronavirus pandemic–A critical discussion of a tourism research agenda. Tourism management, 81, 104164. - https://doi.org/10.1016/j.tourman.2020.104164 [14] Sharma, A., & Nicolau, J. L. (2020). An open market valuation of the effects of COVID-19 on the travel and tourism industry. Annals of tourism research, 83, 102990. - https://doi.org/10.1016/j.tourman.2020.104164 [15] Li, X., Gong, J., Gao, B., & Yuan, P. (2021). Impacts of COVID-19 on tourists\' destination preferences: Evidence from China. Annals of Tourism Research, 90, 103258. – https://doi.org/10.1016/j.annals.2021.103258. [16] Eslami, F., & Namdar, R. (2022). Social, environmental and economic impact assessment of COVID-19 on rural tourism. Frontiers in public health, 10, 883277. - https://doi.org/10.3389%2Ffpubh.2022.883277 [17] Singh, A. L., Jamal, S., & Ahmad, W. S. (2021). Impact assessment of lockdown amid COVID-19 pandemic on tourism industry of Kashmir Valley, India. Research in Globalization, 3, 100053.https://doi.org/10.1016/j.resglo.2021.100053 [18] Fong, L. H. N., Law, R., & Ye, B. H. (2021). Outlook of tourism recovery amid an epidemic: Importance of outbreak control by the government. Annals of tourism research, 86, 102951.https://doi.org/10.1016/j.annals.2020.102951 [19] Chen, M. H., Demir, E., García-Gómez, C. D., & Zaremba, A. (2020). The impact of policy responses to COVID-19 on US travel and leisure companies. Annals of Tourism Research Empirical Insights, 1(1), 100003. https://doi.org/10.1016/j.annale.2020.100003 [20] Poretti, C., & Heo, C. Y. (2022). COVID-19 and firm value drivers in the tourism industry. Annals of Tourism Research, 95, 103433 - https://doi.org/10.1016/j.annals.2022.103433 [21] GeographyofJammu&KashmirState by Dr. A. N. Raina [22] https://coviddashboard.jk.gov.in [23] 20 Year Perspective Plan for Sustainable Development of Tourism in the State of Jammu And Kashmir Report [24] 19_tourism_august_2020.pdf.aviation-and-tourism/. [25] Avraham, E., & Ketter, E. (2017). Destination image repair while combatting crises: Tourism marketing in Africa. Tourism Geographies, 19(5), 780-800. [26] Bashir, A., & Khaki, A. A. (2023). Addressing the impact of COVID19 pandemic on Sustainable Tourism. International Journal of Management and Development Studies, 12(8), 19-25. [27] Bhat, B. A., Khan, S., Manzoor, S., Niyaz, A., Tak, H. J., Anees, S. U. M., ... & Ahmad, I. (2020). A study on impact of COVID-19 lockdown on psychological health, economy and social life of people in Kashmir. International Journal of Science and Healthcare Research, 5(2), 36-46. [28] Bhat, Z. A. (2013). Tourism industry and pilgrimage tourism in Jammu and Kashmir: Prospects and challenges. International Journal of Research In Management & Technology, 2, 105-113. [29] Bobdey, S., & Ray, S. (2020). Going viral–Covid-19 impact assessment: a perspective beyond clinical practice. Journal of Marine Medical Society, 22(1), 9-12. [30] Cascella, M. (2020). Features, evaluation, and treatment of coronavirus (COVID-19) [31] Gadoo, M. (2011). Role of Tourism in the Economic Development of Jammu and Kashmir: A Case Study of Tourism Department. M.Phil Desertation, University of Kashmir. [32] Ghosh, A., Nundy, S., & Mallick, T. K. (2020). How India is dealing with COVID-19 pandemic. Sensors International, 1, 100021. [33] Gökovali, U., & Bahar, O. (2006). Contribution of tourism to economic growth: A panel data approach. Anatolia, 17(2), 155-167 [34] Government of India. (2001). 20 Year Perspective Plan for Sustainable Development of Tourism in Jammu & Kashmir. Ministry of Tourism, New Delhi. Retrieved from: incredibleindia.org/lang/images/docs/... pdf/.../jammu%20kashmir.pdf. On 13.01.2016 at 4.45 p.m. [35] Government of J & K. (2013, March). Jammu & Kashmir Economic Survey. Retrieved from: Planning & Development Department. [36] Gupta, R. K., Sharms, S. S., Mahajan, R., & Jabeen, T. (2023). Comparative Profile of COVID-19 Mortality in Jammu versus Kashmir Provinces in Union Territory of Jammu and Kashmir. In Environment and Health in Jammu & Kashmir and Ladakh (pp. 213-222). Routledge India. [37] Hafeez, S., Din, M., Zia, F., Ali, M., & Shinwari, Z. K. (2021). Emerging concerns regarding COVID?19; second wave and new variant. Journal of Medical Virology, 93(7), 4108. [38] Hanaei, S., & Rezaei, N. (2020). COVID-19: developing from an outbreak to a pandemic. Archives of medical research, 51(6), 582. [39] Jabbari, P., & Rezaei, N. (2020). With risk of reinfection, is COVID-19 here to stay?. Disaster medicine and public health preparedness, 14(4), e33-e33. [40] Jabbari, P., Jabbari, F., Ebrahimi, S., & Rezaei, N. (2020). COVID-19: a chimera of two pandemics. Disaster medicine and public health preparedness, 14(3), e38-e39. [41] Kolahchi, Z., De Domenico, M., Uddin, L. Q., Cauda, V., Grossmann, I., Lacasa, L., ... & Rezaei, N. (2021). COVID-19 and its global economic impact. In Coronavirus Disease-COVID-19 (pp. 825-837). Cham: Springer International Publishing. [42] Kumar, S. U., Kumar, D. T., Christopher, B. P., & Doss, C. G. P. (2020). The rise and impact of COVID-19 in India. Frontiers in medicine, 7, 250. [43] Lagos, D. G., Poulaki, P., & Lambrou, P. (2021). COVID-19 and its impact on tourism industry. In Coronavirus disease-COVID-19 (pp. 815-824). Cham: Springer International Publishing. [44] Lotfi, M., & Rezaei, N. (2020). SARS?CoV?2: A comprehensive review from pathogenicity of the virus to clinical consequences. Journal of medical virology, 92(10), 1864-1874. [45] Magrey, A. H., Qureshi, A., Farhana, A., Ahirwar, K. K., & Khan, P. A. (2024). A COMPARATIVE STUDY OF FIRST AND SECOND WAVES OF COVID-19 IN KASHMIR AT A TERTIARY CARE CENTRE OF NORTH INDIA. Biochemical & Cellular Archives, 24(1). [46] Maker, A. (2020). Potential impact of Covid-19 on Indian aviation and tourism. Business Traveller. https://www. businesstraveller. com/businesstravel/2020/04/06/potentialimpact-of-covid-19-on-Indian-aviation-and-Tourism. [47] Mir, H. A. (2014). Impact of tourism industry on economic development of Jammu and Kashmir. International journal of scientific & engineering research, 5(6), 592-598. [48] Mukhtar, S. (2013). Sustainable tourism development with special reference to Jammu and Kashmir. International journal of applied financial Management perspectives, 2(2), 419. [49] Murugesan, B., Karuppannan, S., Mengistie, A. T., Ranganathan, M., & Gopalakrishnan, G. (2020). Distribution and trend analysis of COVID-19 in India: geospatial approach. Journal of Geographical Studies, 4(1), 1-9. [50] Niestadt, M. (2020). COVID-19 and the tourism sector. [51] Organization WT (2020) Supporting Jobs and Economies through Travel & Tourism – A Call for Action to Mitigate the Socio-Economic Impact of COVID-19 and Accelerate Recovery, UNWTO, Madrid.40. https://doi.org/10.18111/9789284421633 [52] Park, E. (2018). Histogram-based colour image analysis on tourism photography. In Handbook of Research Methods for Tourism and Hospitality Management (pp. 278-291). Edward Elgar Publishing. [53] Potential impact of Covid-19 on Indian aviation and tourism – Business Traveller. Business Traveller. (2022). Retrieved 18 October 2021, from https://www.businesstraveller.com/business-travel/2020/04/06/potential-impact-of-covid-19-on-indian--aviation-and-Tourism/. [54] Prideaux, B., Coghlan, A., & Falco-Mammone, F. (2008). Post crisis recovery: The case of after cyclone Larry. Journal of Travel & Tourism Marketing, 23(2-4), 163-174. [55] Salyer, S. J., Maeda, J., Sembuche, S., Kebede, Y., Tshangela, A., Moussif, M., ... & Nkengasong, J. (2021). The first and second waves of the COVID-19 pandemic in Africa: a cross-sectional study. The lancet, 397(10281), 1265-1275. [56] Sharma, R., Sharma, V. K., & Waris, V. I. S. (2012). Impact of peace and disturbances on tourism and horticulture in Jammu and Kashmir. International Journal of Scientific and Research Publications, 2(6), 1-7. [57] Shoib, S., & Arafat, S. Y. (2020). COVID-19 and the communication blackouts in Kashmir, India. The Lancet Psychiatry, 7(9), 738. [58] Singh, K. A. U. I., & Unjum, I. (2016). Tourism in Jammu and Kashmir economy: Role and performance. Journal of Economic & Social Development, 12(2), 112-123. [59] Škare, M., Soriano, D. R., & Porada-Rocho?, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological forecasting and social change, 163, 120469. https://doi.org/10.1016/j.techfore.2020.120469 [60] The state in the time of covid-19. The Economist. (2022). Retrieved 19 October 2021, from https://www.economist.com/leaders/2020/03/26/the-state-in-the-time-of-covid-19. [61] Thiagarajan, K. (2021). Why is India having a covid-19 surge?. [62] Tourism Policy Responses to the coronavirus (COVID-19). OECD. (2022). Retrieved 24 December 2021, from https://www.oecd.org/coronavirus/policy-responses/tourism-policy-responses-to-the-coronavirus-covid-19-6466aa20/. [63] Un.org.(2022).Retrieved 15 December 2021, from https://www.un.org/sites/un2.un.org/files/sg_policy_brief_covid-19_tourism_august_2020.pdf. [64] Vaugeois, N. (2000, January). Tourism in developing countries: refining a useful tool for economic development. In 6th World Leisure Congress Proceedings. [65] Verma, V. (2011). Tourism Management (1st ed.). Centrum Press, New Delhi. [66] Why has Italy suffered so badly during the pandemic?. World Economic Forum. (2022). Retrieved 18 October 2021, from https://www.weforum.org/agenda/2020/12/italy-death-toll-pandemic-covid-coronavirus-health-population-europe/. [67] Yadav, B. S., & Sharma, U. (2010). Tourism Corporations Management: Performance & Evaluation. Shree Publishers & Distributors. [68] Yousaf, M. A., Noreen, M., Saleem, T., & Yousaf, I. (2020). A cross-sectional survey of knowledge, attitude, and practices (KAP) toward pandemic COVID-19 among the general population of Jammu and Kashmir, India. Social Work in Public Health, 35(7), 569-578.

Copyright

Copyright © 2025 Firdoos Ahmed, Md Babor Ali, Saleha Jamal, Wani Suhail Ahmad. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.