Tourism needs safety before growth

India’s tourism sector entered 2025 on a high. With international arrivals rebounding after the pandemic and domestic travel surging past pre-COVID levels, the mood was optimistic. Prime Minister Narendra Modi, on the eve of World Tourism Day this September, declared that tourism “has the potential to bring prosperity to the lives of many” and reaffirmed the government’s focus on infrastructure and sustainable growth. By August, India had welcomed 56 lakh foreign tourists and recorded more than 303 crore domestic visits.

Yet behind these glowing numbers lies a season of turbulence. A terror attack in Pahalgam, extreme rains in Himachal Pradesh, and violent protests in Ladakh have underscored the fragility of the sector. For all the big announcements — from Swadesh Darshan 2.0 to the Cruise Bharat Mission — 2025 has shown that tourism depends not only on infrastructure and promotion, but also on security, political stability, and climate resilience.

The first jolt came on April 22, when militants attacked tourists in Pahalgam, a resort town synonymous with Kashmir’s famed beauty. The assault claimed many lives and shattered confidence among travelers, triggering widespread cancellations across Jammu and Kashmir. Stakeholders say the attack wiped out much of the summer season’s earnings. For small businesses — houseboat owners on Dal Lake, pony operators in Gulmarg, guesthouse managers in Srinagar — the losses were devastating.

Then came nature’s fury. As monsoon clouds descended, Himachal Pradesh was battered by rains, cloudbursts, and flash floods. Roads washed away, bridges collapsed, and districts were cut off. Occupancy rates in hotels, once at 70–80 per cent during peak seasons, plunged to a mere 10–20 per cent this year, according to the Federation of Himachal Hotels and Restaurants Association. For a state where tourism is estimated to add more than `14,000 crore annually to the economy and sustains thousands of families, the damage was financial as well as emotional — a blow to Himachal’s very identity as ‘Dev Bhoomi’.

If these twin crises were not enough, Ladakh — often marketed as India’s “last Shangri-La” — was shaken by violent clashes in late September. An indefinite curfew was imposed in Leh town on September 24 after protests for statehood and constitutional safeguards spiraled into bloodshed, leaving four dead and over 150 injured. The timing was particularly cruel. Ladakh depends on a short tourist season between May and September. Just as the industry was recovering from the shock of Pahalgam, the curfew forced cancellations of trips to Pangong Lake, Nubra Valley, and monasteries across the region. For homestays and guides who survive on a brief window of visitors, the disruptions could mean an entire year’s livelihood lost.

Taken together, these events paint a sobering picture of Indian tourism in 2025. Aggregate figures show growth, buoyed by domestic demand and government investment. But regional shocks have exposed deep vulnerabilities. In Kashmir, the specter of militancy; in Himachal, the wrath of climate change; in Ladakh, the unsettled politics of identity and governance. Each strikes at the core of what makes destinations attractive: safety, accessibility, and stability.

At the same time, the government has pressed ahead with ambitious programs. Swadesh Darshan 2.0, with its focus on sustainable, destination-centric development, is funding projects from Bodh Gaya’s meditation centers to eco-tourism in Tehri Lake. The PRASHAD scheme continues to upgrade pilgrimage sites, while “Dekho Apna Desh” promotes domestic travel. In 2024–25 alone, more than `3,295 crore was sanctioned for 40 projects under the Sustainable and Responsible Tourism (SASCI) initiative. From cruise circuits to wedding destinations under the “India Says I Do” campaign, the breadth of interventions is remarkable.

Yet policies alone cannot cushion operators from violence or floods. Tour guides in Leh cannot sell ‘Incredible India’ when curfew orders are in place. Hoteliers in Manali cannot host guests if roads are blocked for weeks. The question is not whether India can attract visitors — the numbers show it can — but whether it can protect both travelers and hosts from shocks that grab headlines worldwide.

The larger lesson of 2025 is that tourism is no longer insulated from geopolitics and climate. A terror strike in Kashmir reverberates in Europe, where tour operators cancel packages. A cloudburst in Himachal disrupts not just leisure travel but also the meetings-and-incentives market India hopes to expand. Tourism, in short, has become a barometer of India’s resilience — economic, political, and ecological.

For the industry to thrive, three shifts are essential. First, safety must be non-negotiable. Security in tourist zones — from pilgrimage routes to trekking trails — cannot be an afterthought. The Pahalgam attack underlines the need for intelligence coordination and visible protection to reassure visitors. Second, climate adaptation is urgent. Himachal and Uttarakhand, prone to flash floods and landslides, need not just repaired roads but sustainable infrastructure — fewer haphazard constructions, better warning systems, and stricter enforcement of building norms. Third, political dialogue matters as much as infrastructure. The violence in Leh is not only a law-and-order issue but a reflection of unresolved demands for representation. Until those are addressed, the region’s image as a peaceful Himalayan retreat will remain fragile.

And yet, despite the setbacks, the story of Indian tourism in 2025 is not one of despair. Domestic travel has proven remarkably resilient. Pilgrimage circuits from Varanasi to Somnath continue to draw millions. Coastal tourism in Goa and the Andaman Islands is rebounding. Medical tourism, buoyed by the ‘Heal in India’ initiative, is expanding, with over 1.3 lakh foreign arrivals already recorded this year for treatment. In the south, heritage hubs like Hampi and temple towns like Madurai are buzzing. 

The challenge is to ensure that crises in one region do not tarnish the entire brand of ‘Incredible India’. For this, communication is as vital as policy. The government must be transparent in acknowledging setbacks while proactive in showcasing recovery. International travelers need assurance not only that India is investing in new circuits, but that it is also prepared to manage emergencies with professionalism.

As World Tourism Day reminded us, the theme this year is “Tourism and Sustainable Transformation.” The transformation India needs is not only about building new circuits or promoting wedding tourism. It is about making sure that a guest checking into a hotel in Leh, a pilgrim trekking to Amarnath, or a backpacker in Manali feels secure, supported, and connected. It is about ensuring that the livelihoods of millions — from taxi drivers to artisans — are not wiped out each monsoon or protest season. 

The year 2025 has tested India’s tourism sector like few before it. The numbers still look impressive, but the ground realities tell another story. For policymakers, the lesson is stark: tourism is not just about attracting visitors, it is about sustaining confidence. Without that, even the most ambitious schemes will struggle to translate into prosperity. If India can turn the hard lessons of this year into reforms — in safety, sustainability, and political dialogue — then 2025 may be remembered not only as a season of setbacks, but as the year Indian tourism matured into a truly resilient industry.