Aqib Khan
Srinagar, Dec 30 : Kashmir’s tourism sector is steadily finding its feet again, with snowfall, restored full confidence and sustained efforts by stakeholders bringing visitors back to the Valley, Director of Tourism, Kashmir, Syed Qamar Sajad (JKAS) said on Tuesday.
Speaking to Kashmir News Service (KNS), in Gulmarg, Sajad said tourist footfall had returned to near-normal levels after a brief setback earlier this year, offering relief to thousands of families whose livelihoods depend on tourism.
“There was a dip, no doubt, but the confidence rebuilding over the past six months has worked. Tourists have returned, and the trend is encouraging,” he said, as per KNS.
Sajad credited the revival to coordinated efforts by the tourism department, hoteliers, transporters and service providers, coupled with improved perceptions about safety and stability. He said Kashmir’s relationship with tourism was not seasonal or short-term.
“This is not a one- or two-year association. People here have longstanding bonds with visitors from across the country and abroad, and that trust does not disappear easily,” he added.
Snowfall, he said, played a quiet but decisive role in lifting sentiment. As fresh snow blanketed Gulmarg, Pahalgam and Sonamarg, tourists who were earlier hesitant decided to travel.
“Nature has been kind. The Valley looks festive, almost celebratory, and people did not want to miss this moment,” Sajad said, noting that winter tourism remains a major draw.
Addressing concerns over changing snowfall patterns and global warming, the tourism director said the department was conscious of its environmental responsibility.
He referred to a recent plantation drive launched during a visit by the chief minister to Gulmarg, under which around 60,000 trees are to be planted.
“As stakeholders, our role is to protect the environment. We will make every effort to strengthen green initiatives and keep destinations clean,” he said.
With the New Year around the corner, Sajad expressed hope that 2026 would bring stability and prosperity to the region.
“December has shown us a positive sign. I hope the coming year carries this message forward — for tourism, for employment and for people who have endured difficult months,” he said.
He underlined the scale of livelihoods linked to tourism, pointing to areas like Gulmarg where hundreds of service providers depend on daily footfall. “This industry does not push people towards unemployment. It creates opportunities, dignity of work and hope, especially for young people,” Sajad said.
On data, he said while detailed figures were still being compiled, the overall trend since early December showed a sharp rise in arrivals. “The footfall we had before the incident has come back. We are on the track of normalcy,” he said.
Inviting tourists from India and abroad, Sajad urged them to experience Kashmir first-hand. “Come and see for yourself Gulmarg, Pahalgam, Sonamarg, Mughal Gardens. What is open today is more than enough to offer a complete experience,” he said, adding that decisions on reopening other destinations would be taken by the government keeping security as the top priority.
For many in the Valley, the return of tourists amid falling snow is more than an economic indicator, it is a sign of reassurance. “Every visitor who leaves happy becomes an ambassador for Kashmir,” Sajad said, “and that is how healing quietly begins.”(KNS).
