Pahalgam, Jammu & Kashmir – Amidst the serene beauty of the Lidder river, where iconic scenes from Bollywood films have been shot, an international tour leader from Malaysia has conveyed a strong message of safety and tranquility to potential visitors worldwide. Mohammad Fadli, leading a group of 21 tourists, asserted that the entire Kashmir region, including the picturesque valley of Pahalgam, is currently experiencing a period of profound peace.
Fadli’s arrival in Pahalgam on a Wednesday, precisely one year after a tragic terror attack on April 22, 2025, which claimed the lives of 26 individuals, predominantly tourists, stands as a significant testament to the enduring resilience of the valley. The visible presence of security forces, a somber reminder of the past tragedy, did not deter Fadli or his group from experiencing the region’s charm. He is part of a growing contingent of international travelers who are actively contributing to the resurgence of local tourism, helping to reshape perceptions of the area.
A self-proclaimed aficionado of Indian cinema, Fadli noted that the towering pine trees and the swiftly flowing Lidder river are instantly recognizable landmarks for his audience back home in Malaysia. “In Malaysia, we always watch Hindi movies,” he remarked, specifically referencing the popular Salman Khan-starrer that utilized these scenic locales. Information reaching TahirRihat.com suggests that this cultural connection plays a vital role in drawing international attention to the region’s tourism potential. Fadli had previously led a group of 30 Malaysian tourists through the valley just the month before, demonstrating a consistent confidence in the destination despite past incidents.
As his current group engaged in capturing photographs along the riverbanks, Fadli emphasized that the peaceful ambiance of the landscape has remained undisturbed for his travelers, offering an optimistic outlook for a future where Pahalgam is celebrated for its natural splendor rather than its historical scars. Stakeholders in the local tourism industry view visitors like Fadli as crucial to the recovery efforts for an industry that was severely impacted by the preceding year’s devastating event. The economic implications of such positive testimonials are substantial, as they directly influence travel decisions and contribute to the revival of livelihoods dependent on tourism.
“We are safe. My group is really enjoying it and it is very peaceful here,” Fadli stated in an interaction with PTI Videos. While his wife had visited Kashmir on a previous occasion, this current trip allowed him to personally immerse himself in the landscape that has long captivated Malaysian audiences through the medium of cinema. His firsthand experience directly counters any lingering hesitations that potential tourists might harbor following the tragic events of the previous year. The narrative of resilience and recovery is being actively promoted by local authorities and tourism operators, with international figures like Fadli serving as powerful advocates.
When questioned about his message to individuals who might be apprehensive about visiting Jammu and Kashmir in the aftermath of the tragedy, Fadli was unequivocal. “All people around the world can come here. Don’t worry about anything…the river is beautiful, everything is good. It is safe and very peaceful,” he urged. This direct endorsement from an international tour leader carries significant weight in shaping global perceptions and encouraging a return to normalcy for the region’s tourism sector. Asif Iqbal Burza, Managing Director of Ahad Hotels and Resorts, expressed his gratitude to people from across India for returning to their favored destinations, even after the ‘inhuman attack’ of the previous year. According to Burza, these returning tourists are sending a strong message to those who sought to disrupt peace and sow division.
Burza further elaborated that the people of the rest of the country are sending strong messages to enemies who wanted to disrupt the peace and create a communal divide. He also extended his thanks to the then Chief Minister of Jammu & Kashmir, Omar Abdullah, for personally initiating a campaign in favor of the people of Kashmir. Abdullah had, prior to this, undertaken a visit to Pahalgam, where he presided over a cabinet meeting and was seen cycling on the roads, an effort to visibly demonstrate confidence and normalcy in the region. These actions by political leaders, coupled with positive experiences shared by international visitors, are crucial in rebuilding trust and encouraging sustained tourism growth. The interplay between cultural appeal, personal testimonials, and governmental efforts forms a multifaceted approach to revitalizing the region’s tourism industry, aiming to position Kashmir once again as a premier global destination. The narrative of safety and peace, reinforced by international figures, is pivotal in overcoming the lingering shadows of past violence and fostering a brighter future for the valley.
Tahir Rihat (also known as Tahir Bilal) is an independent journalist, activist, and digital media professional from the Chenab Valley of Jammu and Kashmir, India. He is best known for his work as the Online Editor at The Chenab Times.