Tourism in Kashmir has bounced back to levels seen before the terror attack in Pahalgam in April. On December 31, 2025, strict security measures were placed around top tourist spots for New Year’s Eve. The J&K Police used facial recognition devices to spot local terrorists and their supporters. Authorities checked dozens of vehicles entering Pahalgam, which was decorated for celebrations. Additional checkpoints were set up in Gulmarg, near the Pakistan Occupied Kashmir border. Gulmarg hosted light and musical shows amid fresh snowfall, delighting hundreds of tourists camping there. Hotels reported full occupancy with about 2,200 beds available. In Sonamarg, security was also increased and some areas near Baltal were closed to tourists. Sonamarg opened for winter tourism for the first time in 2024. The recent snowfall added to the scenic charm. The revival comes after the tragic attack in April that killed 26 tourists. Syed Qamar Sajad, Director of Tourism, said, "Tourist rush is the same as it was prior to April this year. We worked on rebuilding trust among tourists at both the national and international levels. The results are visible today. Tourism revival was also shaped by coordination between the public and private sectors." Officials said about 5,000 tourists are arriving in Kashmir daily. So far in 2025, Kashmir has welcomed around 10.47 lakh domestic tourists, compared to 26 lakh in 2024.