Snow Drives Tourism Revival in Kashmir

Suhail Khan

Srinagar, Dec 24: A timely snowfall at the world-famous hill station of Gulmarg in north Kashmir’s Baramulla district has spurred a significant increase in tourist arrivals, offering a respite for Kashmir’s tourism sector after a difficult summer marked by a deadly terror attack in Pahalgam.

The fresh snow cover, combined with recent upgrades to the Gulmarg Gondola—Kashmir’s iconic cable car system—has drawn visitors from across India to the ski destination over the past two days.

A Kashmir Convener team reporting on the ground from the white winterland of Gulmarg witnessed long queues at the gondola’s base stations, where tourists arrived in huge numbers to experience the freshly whitened slopes.

Speaking to Kashmir Convener, a tourism official stated that the department has deployed additional resources to manage the influx. “The timely snowfall in Gulmarg has revitalized the area after a prolonged dry spell,” the official said.

Tourists on the ground expressed delight with the conditions. “The cable car ride was seamless and offered spectacular views of the snow-covered mountains,” said Asif, a tourist from Bangalore. “It’s truly paradise on earth. Seeing it in person is unforgettable,” he added.

Prity Sharma, a tourist from Kochi, stated in a conversation with Kashmir Convener, “This was my first time seeing snow. Despite the wait, the process was orderly and the views were worth it.” She said the management of the cable car is amazing, and the experience of glimpsing the snow through the cable car is beyond words.

Sajina, recently married and holidaying with her husband in Gulmarg, told Kashmir Convener, “The snow is a perfect complement to my marriage, and spending beautiful time in Gulmarg is a million-dollar trip—a lifetime experience enhanced by this cable car ride.”

Recent enhancements by the Jammu & Kashmir Cable Car Corporation, including cabin upgrades and better visitor facilities, have contributed to a more positive guest experience.

Another senior tourism official, speaking with Kashmir Convener, anticipated a further rise in visitors during the New Year period, with many expected to celebrate against Gulmarg’s alpine backdrop. He also urged visitors to adhere to posted safety guidelines.

This season’s encouraging start follows a particularly challenging period for local tourism. Last winter’s delayed snowfall severely impacted the economy, which relies heavily on seasonal tourism. That was compounded by security concerns earlier this year, leading to widespread cancellations.

Gulmarg’s economy is uniquely dependent on consistent winter conditions. As India’s premier destination for alpine sports, it sustains a wide range of livelihoods in hospitality, retail, skiing, and transport.

“Snow dictates everything here—our jobs, our businesses, our community’s well-being,” said Farooq, a veteran ski guide. “Last year’s shortage left us in a very difficult position.” The repercussions included vacant hotels, suspended ski operations, and severe financial strain for seasonal workers. The recent security incident further suppressed tourist interest during the summer.

“But, Alhamdulillah, the timely snow in Gulmarg is a turning point for the revival of the tourism sector, and we are very hopeful that in the coming days the rush of tourists will increase further,” he added.

Other stakeholders, speaking exclusively with Kashmir Convener, reported a noticeable increase in inquiries and advance bookings, especially from adventure tourism operators.

“The immediate outlook has improved, but sustainability is key,” stated Rouf Ahmad, a hotel manager. “A brief snowfall attracts attention, but consistent snow cover is needed to restore full seasonal confidence.”

As Gulmarg prepares for the winter—with businesses reopening and services being restored—the mood is one of watchful hope. For the resort, each new snowfall represents both an economic lifeline and a step toward recovery after a period of significant hardship.