It is with deep sadness and heavy hearts that we extend our condolences to all the families affected by the tragic incident in Pahalgam. What has unfolded is incredibly unfortunate—not just in the loss of lives, but in the emotional and economic toll it will have on countless people connected to Kashmir’s thriving tourism industry.
Over the past few years, Kashmir has witnessed a remarkable revival in tourism. The surge in tourist numbers revitalized local businesses, including hotels, restaurants, transport services, and handicraft industries, providing employment opportunities and boosting income for many residents. At Thrillophilia, we have been proud to send thousands of travelers to the region annually, working closely with over 200 local partners—hotels, guides, transport providers, and small businesses. We’ve seen their livelihoods grow and communities thrive through responsible tourism.
But a single incident like this can set the entire ecosystem back by months/years. Hotels go vacant. Bookings stall. The ripple effect on the economy, especially one so heavily dependent on travel, is devastating.
When the news broke yesterday, our first action was reaching out to all our customers scheduled to travel to Kashmir until April 30, offering full flexibility in rescheduling and keeping them informed of the ground situation. This morning, we officially released a circular extending 100% waiver on rescheduling charges for all Kashmir trips with a start date on or before April 30, 2025.
We’ve also activated a war room in our office dedicated to handling customer support, tracking travelers in the region, and coordinating with local partners to ensure safe and comfortable transitions. Our on-ground teams and vendors are working hand-in-hand to help every traveler return home safely and revise itineraries and make necessary changes wherever needed. These are the moments that define who we are as a brand—we stand by our customers, always.
While the situation remains uncertain, we are closely monitoring developments for trips scheduled beyond April 30. Blanket cancellations could severely harm local suppliers, so we’re balancing both—our customers’ safety and the livelihoods of our partners. Tourism has become a cornerstone of Kashmir's economy, contributing significantly to its GDP. The government is in active discussion with the Kashmir Tour Operators, and we will align with any advisory they issue.
We also want to strongly state: this was not just an attack on travelers—it was an attempt to break the financial backbone of the state. And hereby, we stand firmly with the people of Kashmir.
We are doubling down on our commitment—whether it’s increased marketing support, waiving our platform fees, or deepening our partnerships with local suppliers. We will make every possible move to help tourism bounce back stronger and faster in the state.
We encourage all Indians to help rebuild Kashmir’s economy by planning a visit once things stabilize—stay in local homestays /botique hotels, shop from local artisans, and let your journey support the hands that make this valley so welcoming. That, in itself, is a powerful message to those who seek to divide us—a statement that we are not afraid, that Kashmir is ours, and no act of terror can stop us from moving freely in our own land.
We remain hopeful that, with resilience and solidarity, Kashmir will once again welcome the world with open arms.
Our hearts go out to everyone affected, and our commitment to this land and its people remains stronger than ever.