Suhail Khan
Srinagar, Dec 31: Kashmir’s premier tourist destinations Gulmarg, Pahalgam, and Sonamarg are jam-packed with visitors. This surge has reignited hopes for a revival of the region’s tourism industry as a New Year’s gift.
The Kashmir Convener team, reporting from ground zero at all three locations, observes that the influx of tourists has brought visible optimism to the faces of tourism stakeholders.
In Gulmarg, the atmosphere is vibrant, with crowds filling every corner of the winter wonderland. The scenes in Sonamarg and Pahalgam are no different, as returning tourists have revived business activity on the eve of New Year celebrations.
Speaking with Kashmir Convener, Shabir Ahmad, a hotelier in Sonamarg, said, “It is a blessing to see tourists back in such large numbers. Business has returned, and we are expecting a good season in the winter months ahead.”
He added,“The year’s end has been very kind. The return of tourists is a positive sign. For the past week, we have been receiving online bookings, and my hotel is fully sold out for New Year’s Eve. The scenario is the same for other hotels in Sonamarg.”
Sajad, another hotelier, told Kashmir Convener, “We are thankful to Allah for the revival of our businesses. This snowfall is a blessing, not just for Kashmir but especially for tourism.”
He said,“The energy this New Year is high, and we are equally motivated to get back on track for the revival of Kashmir’s tourism industry as we look ahead to 2026.”
Ghulam Mohammad, a ski instructor in Gulmarg, said, “The white blanket of snow has covered not only our mountains but also our hearts with hope. After a difficult summer, seeing the slopes buzzing with laughter and excitement again is what we prayed for. This winter feels like a fresh start.”
Farooq, who runs a handicraft shop in the Gulmarg market, stated, “The arrival of tourists is like the first bloom of winter after a long summer. Our shawls and carpets are not just items for sale; they are stories of our culture. Now, we have guests eager to listen again. The economic heartbeat of our community is growing stronger.”
A group of travel agents collectively told Kashmir Convener, “The phones are ringing, and emails are filled with inquiries. ‘Paradise on Earth’ is back on the travel map. The challenges of the past have made this resurgence even more precious. We are committed to rebuilding an even more resilient and welcoming tourism ecosystem for 2026 and beyond.”
A caretaker at the Gulmarg golf course, watching children play in the snow, reflected, “This snowfall feels different—it’s as if it’s washing away old worries. Tourists don’t just bring business; they bring a connection with the wider world. It reminds us that Kashmir’s beauty is, and always will be, a bridge to peace and prosperity.”
Tourists celebrating the New Year in the winter wonderland expressed their excitement to Kashmir Convener. “It’s heaven here—a dream come true to celebrate the New Year in such a beautiful place,” said Ranjeev, a tourist from Bangalore.
Puja, a tourist from Mumbai, shared, “It took me 15 years to realize my dream of celebrating the New Year in Kashmir, and that too in the snow. I’ve partied in clubs before, but this time the vibe is different. Celebrating amid snow-clad mountains is unforgettable.”
Sapna, another visitor from Mumbai, stated, “Every moment here is memorable. The environment is peaceful and joyful. Experiencing snowfall in this beautiful part of India is priceless. Those who haven’t visited Kashmir are truly missing out.”
Another group celebrating in Sonamarg praised Kashmir’s hospitality, calling it “heaven on earth.” They added, “Celebrating here is a once-in-a-lifetime experience. The arrangements are excellent, and the people are wonderfully warm and welcoming.”
A senior official from the Tourism Department, speaking with Kashmir Convener, confirmed the resurgence, calling it a positive sign for the local economy. “Winter tourism has seen a remarkable revival. Gulmarg continues to be the winter games capital of the country, with occupancy almost touching 100 percent,” he said.
According to official figures, Kashmir received over 10.47 lakh domestic tourists and 21,361 foreign tourists in 2025, bringing the total tourist footfall to around 10.68 lakh visitors.
To enhance the visitor experience, the government has been organising food festivals featuring local cuisine alongside dishes from other Indian states and international flavours, in addition to winter sports events, he added.
Meanwhile, to guarantee safe and peaceful New Year celebrations across Kashmir, security forces have placed the entire grid on high alert.
Security forces have set up checkpoints at the entry and exit routes of famous tourist places. Local authorities have been entrusted with the responsibility to carry out regular area domination patrols and ensure additional deployments across tourist hotspots and crowded places to ensure incident-free celebrations.
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