SRINAGAR, April 27 -- Fida Khan was on cloud 9 after receiving a record tourist bookings this year. A first-generation tourist entrepreneur, he started 'Peace Holidays' to promote Kashmir as the true 'Heaven on Earth'.

Come Tuesday, his dreams came crashing down. Bookings were cancelled, and the guests he was hosting cut short their visit to return home.

"I am counting my losses. So far, I have incurred Rs four lakh loss. If the situation persists and tourists avoid Kashmir, I will incur a minimum of Rs 10 to 15 lakh loss given my investment," Khan told The Kashmir Monitor.

Khan is not an isolated case. Tourism players are staring at huge losses given the terror attack in Pahalgam and the media propaganda about Kashmir and Kashmiris. E...