Srinagar, July 24 -- From zero occupancy to 20 percent room inventory, hotels in Srinagar are seeing increasing footfalls first time since the Pahalgam attack.

"Finally, there is some relief for hotels in Srinagar and Sonamarg," said Mushtaq Ahmed Chaya, president of Jammu and Kashmir Hoteliers Association. Although it remains low, at about 20%, the increase is a vast improvement from the drastic decline in the past few months.

Corporate tourism is reemerging. Wealthy groups and businesses are slowly planning discreet retreats and events. Lately, a big life insurance company booked about 100 rooms at a noted hotel.

Aware of the urgent need for aggressive outreach, the Jammu and Kashmir Hoteliers Association is taking part in promotiona...