SUHAIL KHAN
Srinagar, Jan 01: The Union Territory of Jammu and Kashmir ended 2025 on an positive note, with revived hopes for its backbone tourism industry paving the way for a robust start to 2026.
Kashmir’s premier tourism destinations Gulmarg, Pahalgam, and Sonamarg have sprung back to vitality this season, recovering from the devastating Pahalgam terror attack in early 2025.
New Year celebrations drew massive turnouts of tourists and local youth to these iconic locations.
Ground reports from Kashmir Convener teams witnessed vibrant crowds of visitors enjoying the fresh snowfall in Gulmarg, Sonamarg, and Pahalgam.
The Tourism Department organized official programs across all three resorts, with hotels hosting additional events at their venues and in open spaces. Music events featured local, national, and western performances, attracting large crowds of tourists and residents who celebrated the arrival of 2026 in spirited fashion.
Visitors from across the country and abroad were seen reveling in the snowfall and winter landscapes, particularly in Sonamarg and Gulmarg, which emerged as prime destinations for winter enthusiasts.
In Gulmarg, the atmosphere was festive and romantic, with music and dance performances in hotels where tourists and locals celebrated together.
The first day of 2026 brought a palpable change, with smiles returning to the faces of tourism stakeholders as long queues formed outside the Gondola ticket counter. Tourists shared their experiences of the Gulmarg Gondola ride, describing it as a unique journey offering panoramic views of the snow-covered surroundings.
Speaking with Kashmir Convener, Gulmarg MLA Farooq Ahmad Shah expressed confidence that Gulmarg would lead the revival of Kashmir’s tourism industry, given its immense potential.
“The strength of this world-famous resort will help rejuvenate Kashmir’s tourism, which was severely impacted last summer following the tragic Pahalgam attack,” Shah stated.
He described the destination as a “gift to Kashmir,” vital to the region’s tourism sector and crucial once again in attracting visitors to the Valley.
“Why should anyone need to travel to Switzerland when we have such beautiful, unmatched locations not only in Gulmarg but across Kashmir?” he added.
Director of Tourism Kashmir, Syed Qamar Sajad, told Kashmir Convener that tourism in the region has begun recovering after a brief slowdown.
He stated that infrastructure is being upgraded and new initiatives introduced to ensure smooth travel experiences for visitors. The department is focusing on safety, service quality, and sustainable tourism practices, he added.
Sajad emphasized that tourism plays a significant role in promoting peace and harmony and appealed to people nationwide to visit Kashmir and experience its unique culture and hospitality.
Priya and Raj Mehta, speaking with Kashmir Convener, stated, “We came from Mumbai specifically for the snow, but we found a party instead! Celebrating New Year’s Eve under a sky full of stars in Gulmarg, dancing with locals and fellow travelers by a bonfire—it was pure magic. The Gondola ride on New Year’s Day felt like ascending into a heaven of white.”
They added, “After hearing the news last year, we were hesitant. But the Winter Carnival showed us the true spirit of Kashmir and its warmth. Sharing ‘Kahwa’ with a local artisan, learning about crafts, and ringing in 2026 has rewritten our perception. This place is not just beautiful; it’s full of heart.”
Don’t let rumors steal this experience. We found a safe, welcoming paradise where every smile from a local felt genuine said Simran a tourist from Kolkata who was heading a group of 10.
A similarly positive situation was witnessed in Sonamarg, where recent snowfall spurred a notable increase in tourist arrivals.
A senior official in Sonamarg reported that the destination was “jam-packed” due to the New Year rush. “Fresh snowfall and New Year celebrations attracted packed crowds. People enjoyed night-long programs organized by hoteliers and the Tourism Department. We are hopeful this trend will continue throughout the year,” he said.
Arjun Thakkar, a tourist from Bengaluru, told Kashmir Convener, “As adventure enthusiasts, we wanted a white New Year. Sonamarg delivered beyond expectations! Trekking in fresh powder during the day and joining the jam-packed, energetic music event at night was the perfect contrast. The energy here is infectious—Kashmir’s winter is an untold story more people need to experience.” He said it is safe, peaceful, and especially in winter, a must-visit for his fellow countrymen.
Another tourist Abhishek Kumar from Pune told Kashmir Convener that the real beauty of Kashmir isn’t just in its landscapes, but in the hearts of its people. Their hospitality made us feel at home.
In South Kashmir, Pahalgam hosted a Winter Carnival, fostering fresh hope for the recovering tourism sector. The New Year celebrations saw a notable increase in visitors and enthusiastic local participation.
Officials explained that the 2025 Winter Carnival was designed to restore confidence, attract tourists, and reinforce Pahalgam’s status as a safe destination. Activities highlighting local crafts, music, art, winter cuisine, and traditional games stimulated business activity, resulting in increased hotel bookings, higher demand for transportation, and stronger sales of local products.
Mir Nasrullah Hilal, Chairman of the Pahalgam Development Authority, told Kashmir Convener about continuous efforts to revitalize local tourism.
Abdul Waheed Wani of the Pony Owners Association noted that while the Baisaran tragedy earlier left many without income for months, visitor numbers have improved since the carnival. However, he mentioned that restrictions on animal movement in some areas continue to limit earnings, even as hopes remain high for a fully revitalized Pahalgam soon.
Meanwhile, in Srinagar, the historic Clock Tower at Lal Chowk became a focal point of celebrations, with tourists and locals gathering under tight security to usher in the New Year.
Similar festive scenes were reported from other major tourist hubs across the Valley, where hotels, resorts, and guesthouses remained largely occupied.
Despite sub-zero temperatures, tourists were seen enthusiastically photographing scenic vistas, interacting with locals, and enjoying the peaceful atmosphere that marked the beginning of 2026.
Comments are closed.