Safety and security today, has been identified as one of the five global
forces that drive the tourism industry. The topic of safety and security in
the tourism industry has gained vital importance, mainly after 9/11 incident,
thereafter both academicians and practitioners have started looking
into crisis management issues seeking workable solutions to mitigate
these negative impacts. Therefore, with a view to overcome such problems,
this paper undertakes an in-depth study regarding the safety and security
in Kashmir and its impact on building destination image. The conclusion
suggests that safety and security is a prerequisite for an ideal destination
image. Therefore, proper strategies should be formulated to minimize the
negative impact of such incidents.