The Pahalgam terror attack has significantly disrupted tourism in Kashmir. Media reports indicate a major decrease in bookings and cancellations. The attack, which caused the death of 26 innocent persons, mostly tourists, has led to a sense of fear, causing many tourists to cut short their trips and depart the region. The tourism industry in Kashmir is thus suddenly experiencing a severe downturn, with a significant impact on local livelihoods. The Kashmir Hotel Association has reported that eighty per percent of tourist bookings to Kashmir have been cancelled in the past ten days. The government in Kashmir, on its part, has closed down over half the tourist destinations in the valley, as authorities review the security situation and carry out search operations. Given the situation, many tourists who had planned to visit Kashmir have rescheduled their travel plans to other states. Among them, neighbouring Himachal Pradesh has turned out to be the most favourite alternative, followed by Uttarakhand. According to reports, this has led to increased bookings and enquiries for hill stations like Shimla, Manali, Dharamshala, Dehradun and Rishikesh. Industry reports have also indicated that some tourists are now shifting their travel plans to explore the northeastern states like Meghalaya, Arunachal Pradesh and Sikkim. This shift is driven by security concerns and a desire to visit alternative destinations known for their natural beauty and cultural richness. It is a fact that drastic improvement in the overall law and order situation across the Northeast – barring Manipur – has caused tourist flow to increase in recent years. Domestic and international tourist arrivals are on the rise, driven by improved infrastructure, government initiatives, and growing awareness of the region’s unique attractions. While it is a fact that the Northeast generally is a better place to visit during the non-rainy months, the fact remains that the monsoon is yet to set in, and there is every scope of diverting a section of Kashmir-bound tourists from other parts of India to the Northeast. The region definitely has the potential to attract tourists who might be diverted from Kashmir due to security concerns or other factors. The region offers a diverse range of attractions, including natural beauty, cultural experiences, and adventure tourism opportunities, which can be appealing alternatives to Kashmir. To attract tourists to Assam and Meghalaya during the rainy season, the industry needs to highlight the unique experiences the regions offer, emphasising the beauty of waterfalls in their full glory, the lush greenery, and the unique cultural events that take place during this time. One can definitely consider showcasing the monsoon as a time for a different kind of adventure and relaxation, with fewer crowds and potentially lower prices.