Following the April 22 terror attack in Pahalgam, which triggered widespread fear and mass cancellations, Ladakh’s tourism industry has seen a 70% drop in visitor numbers. To combat the downturn, the All Ladakh Hotel and Guest House Association (ALHAGHA) has launched the emotional revival campaign ‘Ladakh is Waiting’.
Centered around a short film set in a local homestay, the campaign highlights the economic and emotional toll on the region’s hospitality community. Once drawing over 500,000 visitors annually, tourism is vital to Ladakh’s economy, and the current crisis threatens many livelihoods.
Echoing campaigns like Samsonite’s “Kerala is Open,” ‘Ladakh is Waiting’ urges travelers to return—not out of pity, but solidarity—reminding them that the mountains, and the people, are still waiting.