Amritsar’s Tourism on the Mend: Hotels Hope for Full Recovery by Year-End
After a sharp dip in footfall triggered by recent border tensions, Amritsar is slowly welcoming tourists back, though the numbers are still far from pre-crisis levels
Last month’s four-day standoff between India and Pakistan, sparked by India’s strikes on terror camps in response to the Pahalgam attack that killed 26 people, had an immediate impact on tourism in the region. The sudden escalation made many travelers wary of visiting the border city.
“Occupancy at luxury hotels dropped to just 10% of what we usually see,” said Jitender Pal Sohal, general manager of a premium hotel in Amritsar. “There is hope now, but the pace of recovery is painfully slow. We expect things to normalize only by the end of the year.”
Tourist guide Gurinder Singh Johal noted a visible shift in travel preferences. “Many tourists from the southern states are skipping Amritsar altogether. They’re heading to hill stations in Kerala, Madhya Pradesh, and the Northeast instead,” he said.
Surinder Singh, who owns a couple of hotels near the Golden Temple, observed that current visitors are mostly from within Punjab. “They often return the same day or opt for budget stays,” he explained.
While Amritsar’s spiritual and historical significance continues to draw visitors, it’s clear that full recovery will take time. The local hospitality industry remains cautiously optimistic, keeping its eyes on the year-end for a potential revival.
