Gurez, June 8: The picturesque Gurez Valley in north Kashmir is witnessing a heavy influx of tourists this summer, with visitors flocking to the border region to experience its snow-capped mountains, lush meadows and the pristine Kishanganga river.
However, several tourists have alleged that their experience has been dampened by what they described as “exorbitant” prices charged by some hotels, restaurants and shopkeepers, prompting calls for intervention by the authorities.
The valley, which has emerged as one of Kashmir’s most sought-after offbeat destinations in recent years, is drawing visitors from different parts of the country. Hotels and guest houses in Dawar and adjoining areas are reporting high occupancy levels.
“We came here because everyone was talking about the beauty of Gurez. The scenery is breathtaking and unlike any other place. But the rates being charged at some places are unreasonable,” said tourist Rahul Sharma from Delhi.
Standing on the banks of the Kishanganga river with mountains rising in the background, Sharma said visitors should not be made to feel exploited.
Another tourist, Ayesha Khan from Mumbai, said her family was shocked after being presented with a bill of ₹8,040 for a simple meal consisting mainly of vegetables, rice and basic accompaniments at a restaurant in the valley.
“We expected prices to be slightly higher because of transportation costs, but not this much. A basic meal should not cost thousands of rupees. Such practices can damage the reputation of a place that has so much tourism potential,” she said.
Several tourists echoed similar concerns, alleging that accommodation rates and prices of daily-use items had increased sharply amid the tourist rush.
“As tourists, we are happy to spend money and support the local economy, but there should be some regulation. Visitors should not be overcharged simply because they are outsiders,” said Vikas Gupta, a visitor from Chandigarh.
Tourists urged the district administration and tourism authorities to conduct inspections and ensure transparency in pricing.
Locals, meanwhile, acknowledged that transportation costs in the remote valley are higher than in other parts of Kashmir but said isolated incidents of overcharging could affect Gurez’s growing image as a tourist destination.
Officials said they would look into complaints if specific cases were brought to their notice.
Gurez, located close to the Line of Control in Bandipora district, has seen a steady rise in tourist arrivals over the past few years, with improved road connectivity and social media exposure helping put the valley on the tourism map. Visitors say maintaining fair prices will be crucial to sustaining that growth.(KNS).
