Neelum Valley / Muzaffarabad, May 4, 2025 – Azad Jammu and Kashmir (AJK) is currently grappling with significant challenges in both its tourism sector and food security, as tensions between Pakistan and India escalate. The volatile situation, triggered by the deadly Pahalgam attack in India-held Kashmir on April 22, has led to disruptions in daily life and is causing widespread concern in the region.
Tourism Hit Hard in Neelum Valley
Neelum Valley, a scenic haven for tourists, is experiencing an unprecedented downturn in visitor numbers. With the arrival of May, the valley should be bustling with tourists enjoying its cooler climes, but instead, roads are deserted and hotels remain empty. The region, which normally attracts over 300,000 visitors annually, has seen a dramatic drop in bookings as fears of conflict loom large.
The rising tensions between the two nuclear-armed neighbors have led to heightened security measures. Local authorities have set up checkpoints along major access roads, barring tourists from entering the valley, and redirecting them back to Muzaffarabad, the capital of AJK. The lack of prior warning from the government has left many travelers, including Saleem Uddin Siddique, a retired accountant from Islamabad, feeling disillusioned. “It’s extremely disappointing that the government did not warn us or advise against visiting,” he said, his hopes of a peaceful getaway dashed.
Muhammad Awais, a local photographer, echoed the sentiments of many locals who rely on tourism for their livelihoods. “Our livelihoods depend on tourism, and without it, we suffer. The way things are unfolding is very slow, and it’s affecting our work badly,” he said. Local businesses, including the 350 guesthouses that provide jobs to thousands of families, are struggling.
Raja Iftikhar Khan, president of a private tourism association, warned that the region’s tourism industry could face an even more dire situation if tensions continue. “We don’t want war—no sensible businessperson ever does,” he remarked. Despite the fears, some tourists like Mudasar Maqsood remained optimistic, saying, “We don’t think the threat of possible war is serious. We should not disrupt our routine life.”
Food Security Measures Ramp Up Along the LoC
As the risk of escalation looms, AJK’s Food Department is stepping up efforts to secure essential supplies, particularly wheat flour, for the vulnerable regions along the Line of Control (LoC). The area, already difficult to access due to its mountainous terrain and harsh winter conditions, is now facing additional risks due to the rising military activity.
In response to these concerns, AJK authorities are increasing their reserves of food supplies, ensuring that residents along the LoC have enough wheat flour to last for at least two months. Traditionally, the department stores wheat flour in snowbound areas from December through May, but with the growing uncertainty, storage capacity is being expanded.
Minister for Food Chaudhry Akbar Ibrahim confirmed the government’s proactive steps. “We have launched an intensive operation to ensure wheat flour stocks are available for a full two months in the entire LoC belt,” he said. The government has also moved food depots from high-risk areas to safer locations, ensuring that supply chains remain intact even if military activity intensifies.
In addition, AJK Prime Minister Chaudhry Anwarul Haq has created an Emergency Response Fund, allocating Rs1 billion to cover immediate needs such as the replenishment of wheat flour and the provision of life-saving medicines.
According to Abdul Hameed Kiani, Director of the Food Department, nearly 70% of the food storage target has already been met, with 250 tonnes of wheat flour dispatched in just one day. “We are executing the task without interruption and expect to complete the operation within the next two days,” he added.
A Fragile Situation
The ongoing standoff between India and Pakistan continues to exacerbate the already difficult situation for the people of AJK. Both sides have engaged in a series of cross-border skirmishes, and the rhetoric between the two governments remains hostile. In farming villages along the LoC, residents are fearful of a repeat of the 1999 conflict, and many families have already been sent away from the frontier.
Despite these challenges, some residents remain hopeful and continue with their daily lives as best they can. The government’s steps to secure food supplies and relocate vulnerable depots provide some comfort, but the future remains uncertain. With the tourism sector on hold and food security measures being rapidly put into place, AJK stands at a crossroads.
As tensions rise between the two nations, the residents and businesses of AJK continue to navigate the challenges posed by the geopolitical crisis, hoping for peace but preparing for the worst.
