Srinagar, Feb. 23 -- Tourism has long been the lifeline of Jammu and Kashmir; a sector that sustains livelihoods and shapes the region's identity in the eyes of the world. The past year has underscored both the resilience of this industry and the urgency of strengthening it further. Despite the shadow of terrorism-related incidents and the devastation of natural calamities, the Union Territory welcomed an impressive 1.78 crore visitors in 2025. This figure is not merely a statistic; it reflects the enduring allure of the Valley and the determination of its people to keep their doors open to travellers even in the face of adversity.

The challenges have been real and painful. Attack in tourist hub and floods that swept through villages and...