While some explore the region for thrilling adventures, including motorbike journeys from all over the country, many are drawn to Leh Ladakh for spiritual experiences or the unique cultural aspects rooted in Tibetan traditions.
However, following the tragic Pahalgam terror attack on April 22, 2025
, tourism in this Indian-administered area has severely declined. In response to the steep drop in visitor numbers, stakeholders in Ladakh’s tourism sector have initiated a heartfelt campaign dedicated to restoring confidence in the region’s safety and its readiness to welcome guests again.
“Ladakh is Waiting” – A heartfelt tourism revival campaign by @alhghaladakh appealing to visitors to return and support the region’s struggling hospitality sector.#LadakhisWaiting #LadakhTourism #VisitLadakh @tourismgoi @incredibleindia @PIBTour @gssjodhpur @AltoaLadakh pic.twitter.com/ByhcYyKCVu
— Ladakh Tourism (@utladakhtourism) May 27, 2025
This initiative, spearheaded by the All Ladakh Hotel and Guest House Association (ALHAGHA), is called ‘Ladakh is Waiting’ and features an adorable short film. The three-minute video poignantly depicts the emotional impact the downturn has had on local hospitality providers, especially those managing family-run homestays.
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The tourism industry, the backbone of Ladakh’s economy, has faced substantial challenges following the Pahalgam incident in Jammu and Kashmir, which resulted in 26 fatalities. Since that time, travel cancellations have skyrocketed, pushing visitor numbers to nearly zero.
The video beautifully portrays life after the tragedy. It features a woman preparing her guesthouse for incoming tourists, only to have her excitement quashed when a knock on the door reveals it’s just a cow. Later, she hears children shouting from a passing vehicle, “No tourists again,” deepening her disappointment.
Subsequently, she gets a phone call from her daughter inquiring about guest arrivals. “Did you change the bed sheet and towels? What about the flowers? You always forget the flowers… Yes, everything is ready. But I doubt any tourists will be coming this year.” As the conversation concludes, she makes a mark in her guest register, and the video ends with the message “The room is ready, the tea is warm, the mountains are calling – Ladakh is waiting.”
Rigzin Wangmo Lachic, president of the industry body, a first-generation hotelier, stressed the current plight of the region’s tourism operators. “Ladakh has always embraced the world with open arms — showcasing its mountains, culture, and unparalleled hospitality. Now, with occupancy rates approaching zero, every village, hotel, and homestay isn’t just waiting for guests; they are waiting for a chance to survive,” she was quoted as saying by PTI.
She added that the campaign, particularly the short film, aims to reflect the resilience and unwavering warmth of the Ladakhi people. “We humbly appeal to anyone who loves Ladakh or has felt its enchantment, to help us by sharing this campaign and video. Your support will play a crucial role in reminding everyone that Ladakh is safe, welcoming, and eager to greet visitors once more,” she stated.
Emphasizing the socio-economic importance of tourism, Lachic highlighted that the sector supports thousands of families throughout Ladakh, either directly or indirectly. “This campaign is a clarion call for solidarity from everyone who has visited Ladakh, worked in Ladakh, or cherishes it in their hearts. It’s time to show your support. We invite you to help restore the influx of visitors that keep our mountains vibrant. We launched this campaign with the hope of revitalizing the industry upon which our livelihoods depend,” she concluded.
