All Ladakh Hotel and Guest House Association launches campaign to revive region’s tourism
Representative image
This initiative comes in response to a significant drop in tourism after the recent terror incident in Pahalgam, which has adversely impacted traveller sentiment across the Himalayan belt. The campaign, supported by a short film, delivers a visual narrative highlighting the hardships endured by the local hospitality sector.
In an effort to revive the tourism industry in Ladakh following a sharp decline in visitor numbers post attack in Pahalgam, the All Ladakh Hotel and Guest House Association (ALHAGHA) has launched a powerful campaign titled “Ladakh is Waiting.”
This initiative comes in response to a significant drop in tourism after the recent terror incident in Pahalgam, which has adversely impacted traveller sentiment across the Himalayan belt. The campaign, supported by a short film, delivers a visual narrative highlighting the hardships endured by the local hospitality sector (the homestay owners)—a sector that remains the backbone of Ladakh’s economy.
The film invites viewers into the serene and soulful landscape of Ladakh with the lines: “The room is ready. The tea is warm. The mountains are calling.” Followed by the simple yet profound message: “Ladakh is waiting.”
Historically, Ladakh has experienced a strong growth trajectory in tourism—from 2014 to 2017, the region recorded an average annual growth of 30% in tourist arrivals. When Ladakh first opened to tourism in 1974, it received just 527 visitors, but in recent years, inbound numbers surged, consistently crossing the half-a-million mark in 2022 and 2023. This dramatic rise in tourist footfall has significantly contributed to economic growth, strengthened the local service economy, elevated living standards, and generated substantial employment opportunities for the local community. In 2023, over 5.25 lakh tourists visited Ladakh, according to data from the Tourism Department of Ladakh.
Now, particularly in the aftermath of the Pahalgam terror attack, and widespread misinformation about the region's security situation, the Ladakh’s tourism sector has suffered a sharp setback, witnessing a 70% decline in visitor arrivals, as per various reports. Initially, the local tour operators reported that mass cancellations and lingering fear among travellers continued to severely impact Ladakh’s tourism-dependent economy, however this has picked up again.
Aiding the cause is the new campaign which serves as a call to action to support a region whose identity, culture, and economy are intricately tied to responsible tourism.