Winter Glow Marks Gradual Return of Tourists to Kashmir

 

Suhail Khan

 

Srinagar, Dec 16: The tourism sector in Jammu and Kashmir is on a path to steady recovery, bolstered by a surge of positive testimonials from visitors and a concerted push from local authorities. This revival follows a severe downturn triggered by the tragic Pahalgam terror attack earlier this year—which claimed 26 lives—and a recent car blast in Delhi.

 

Speaking with Kashmir Convener, tourists currently holidaying at the famous ski resort of Gulmarg have uniformly dismissed safety concerns, describing the region as secure and welcoming. “It is very safe and peaceful here. We feel happy, secure, and completely comfortable,” stated a group of visitors from across India. They emphasized the visible presence of security personnel deployed to ensure a smooth and worry-free experience, urging fellow citizens to reconsider travel to the valley.

 

Rajesh Mehta, a first-time visitor from Mumbai, shared, “The media narrative and the ground reality are worlds apart. The warmth of the people and the seamless arrangements have made this a trip to remember. I would tell anyone hesitant to come and see for themselves.”

 

Akshay Tripathi, a tourist from Bengaluru, said, “There was so much fear-mongering, with people claiming the situation was unstable. But after arriving here, I found it incredibly peaceful. The tourist influx is slowly increasing, which is exactly what Kashmir needs right now.” He added, “This is our Kashmir, an integral part of India—why should we be afraid to visit? The government is providing all necessary facilities.”

 

Another traveler, Aliva Tripathi from South India, stated, “Kashmir is completely safe to visit. Only those who wish to disrupt peace in the country spread false narratives.” She revealed that encouragement from friends in the defence forces was pivotal in their decision to proceed with the trip. “Now that we are here, we feel completely safe and at ease,” she said.

 

A family from Gujarat, the Patels, added, “We had postponed this trip for years due to apprehensions. Finally being here, we regret not coming sooner. The scenery is breathtaking, and the sense of security is palpable. The locals are eager to welcome tourists back.”

 

The revival is being actively championed by the administration. Jammu and Kashmir Chief Minister Omar Abdullah, during a recent visit to Gulmarg to inaugurate Asia’s longest ski drag lift, asserted that keeping tourist destinations closed sends a damaging message. “The present situation does not warrant prolonged closure of tourist spots,” he told Kashmir Convener. “We have seen much more difficult situations than the present one.”

 

Outlining a long-term vision, the Chief Minister called for a collaborative effort to position the region as a premier global destination. He stated that success hinges on repeat visits. “Our achievement will not be measured by a single tourist visit, but by the choice of visitors to return to us again and again,” he said, underscoring the critical importance of impeccable hospitality.

 

Officials report encouraging signs on the ground. “We are preparing for the winter season. Hotels have been showing 50–60% bookings, which is a good sign. A few weeks back, occupancy was in the single digits,” Tahir Wani, Assistant Director of Tourism in Gulmarg, told Kashmir Convener.

 

Winter tourism in Kashmir heavily depends on Gulmarg, home to the iconic Gondola cable car—India’s highest ropeway. “Once it snows, Gulmarg will become the winter tourist base. We are all waiting for the snow, but the booking figures we have received show significant improvement,” Wani added. He detailed preparations that include mobilising snow patrol teams and planning major events for Christmas and New Year.

 

Bilal Mukhtar, Chief Executive Officer of the Sonamarg Development Authority (SDA), told Kashmir Convener that the administration has made all essential arrangements well in advance. “Everything is already in place. We are now waiting for snowfall so that tourists can come and enjoy the snow,” he said.

 

He explained that following a review meeting chaired by the Deputy Commissioner two weeks ago, all line departments—Food & Civil Supplies, PHE/Jal Shakti, and PDD—were directed to ensure uninterrupted services throughout winter, especially in Sonamarg and its adjoining villages.

 

Mukhtar said the Tourism Department and Youth Services & Sports have been tasked with preparing a comprehensive winter activity calendar for Sonamarg and Gulmarg. “The aim is to publicise the schedule in advance so tourists know when and where events will be held,” he said. “We hope for good snowfall soon. Once that happens, winter activities here will begin immediately.”

 

The CEO noted that with the Sonamarg Tunnel now functional, the region has become a reliable all-weather destination. “Earlier, vehicles would skid, and access was difficult. But the tunnel has changed that, making winter travel safer and hassle-free,” he said.

 

Industry stakeholders acknowledge a brutal period of economic hardship but see a tangible turnaround. “For the past six to seven months, we did not even witness 10% occupancy. People were struggling to meet daily expenses,” said Akib Chaya, President of the Hoteliers’ Club Gulmarg. “Tourists are now showing renewed confidence. While Pahalgam is still recovering, the upcoming gondola project there promises strong future growth.”

 

The recovery marks a significant moment for a region that witnessed record tourist arrivals for three consecutive years prior to 2024, hosting nearly 35 lakh (3.5 million) visitors in 2023.

 

Meanwhile, the Tourism Department is organizing a Tourism Festival in Pahalgam, scheduled to run from December 25th to the 31st. This initiative aims to boost tourism activities in Pahalgam specifically, as part of broader efforts to revive the tourism industry across Kashmir.

 

Speaking with Kashmir Convener, the CEO Mir Nasrool Hilal Jeri of the Pahalgam Development Authority stated that the week-long festival will feature a variety of stalls and cultural programs. These events are designed to promote the region’s traditional heritage, including Gojri and Pahadi cultures.

 

He added that Kashmiri cuisines will also be showcased, making the week-long program a comprehensive package celebrating the region’s culture, tourism, and heritage.

 

The CEO expressed strong optimism, stating, “I am very hopeful that this event will not only be a grand success but also a great start for the revival of tourism as we approach the new year of 2026.”

 

Meanwhile, the Meteorological Centre in Srinagar, in its latest forecast on Tuesday, predicted light snowfall at the higher reaches of the valley from December 18 to 21.

 

From December 18 to 19, the weather is likely to witness a slight change, resulting in “very light snowfall” at isolated higher reaches of North and Central Kashmir. However, the rest of the valley will generally remain under cloud cover.

 

Following this change, the MeT department said that from December 20 to 21, the Kashmir division will witness “partly to generally cloudy” weather, with the “possibility” of light snowfall over higher reaches. Meanwhile, the plain areas of Jammu and Kashmir are likely to experience light rain towards the afternoon.