SRINAGAR: In a much-needed boost to Kashmir’s struggling tourism sector, a prominent Bollywood film unit has arrived in the Valley to begin shooting, rekindling hopes for revival after the devastating Pahalgam terror attack earlier this year.
The April 22 attack at the popular Baisaran spot in Pahalgam, which claimed the lives of several Hindu tourists, had sent shockwaves across the tourism industry in Jammu and Kashmir. Fear gripped visitors, leading to mass cancellations, empty hotels, and a sharp drop in tourist footfall in key destinations like Gulmarg, Sonmarg, and Srinagar.
However, the recent arrival of a top film production crew has sparked fresh optimism. The team is set to shoot scenes in various picturesque locations including Pahalgam, Dal Lake, and Gulmarg. The presence of celebrities and a large filming entourage is already drawing attention from localsand domestic tourists alike.
Officials from the Tourism Department say the shoot is being conducted under tight security and coordination with local authorities. “This is not just a film shoot it’s a signal to the world that Kashmir is safe and welcoming again,” said a senior official.
Local business owners, many of whom suffered heavy losses post-attack, are hopeful that the buzz around the film will bring back visitors. “Hotels were running empty for months. This film unit has brought bookings, curiosity, and most importantly, hope,” said a hotel manager in Tangmarg.
The government is also planning to highlight the film’s shoot as part of its tourism promotion strategy in the coming weeks, with special packages and events aimed at restoring confidence among potential visitors.
As Kashmir moves forward from a difficult summer, the rolling cameras may just capture the beginning of a revival.
