TOURISM in the Indian state of Jammu and Kashmir, a key pillar of the region’s economy, is witnessing a robust revival. Popular destinations in Jammu and Kashmir – often described as a paradise on earth for its breathtaking beauty – reported high visitor footfalls recently, while hotels, houseboats and homestays operated at near full capacity.
The fresh snowfall this winter in Jammu and Kashmir has given a massive boost to the valley’s tourism sector, with tourist footfall nearly doubling at premier destinations in the state like Gulmarg, Pahalgam and Sonamarg. Shikaras (houseboats) on Dal Lake (Srinagar, capital of Jammu and Kashmir) were once again busy with tourists, and local businesses, including transport operators, guides, handicraft sellers and hospitality workers, benefited from increased economic activity.
The terrorist attack of April 2025 in Pahalgam has not been able to dampen the spirit. The attack was a disruption, not the end, of Kashmir’s tourism revival, which has historically shown resilience in the face of adversity.
Local communities in the state had strongly condemned the terror attack, pointing out that such acts do not reflect the character of Kashmir or its people, who have long been known for their hospitality and cultural traditions.
Many residents have emphasised that tourism remains a vital bridge connecting the Kashmir Valley with the rest of India. Jammu and Kashmir recorded 16.1 million tourist visits in 2025 up to November, according to figures of the local administration. It is among the fastest-growing regions in the country, with its economy estimated to grow by 11% at current prices.
Earlier In 2024, Jammu and Kashmir witnessed a significant surge in its tourism sector, with over three million domestic and international tourists visiting the region. Several major infrastructure projects were completed in 2024, which have enhanced Jammu & Kashmir’s appeal as a prime tourist destination.
Jammu and Kashmir offers immense, year-round tourism potential, combining stunning Himalayan landscapes, religious pilgrimage and cultural heritage to create a major economic engine. The region attracts tourists for leisure, adventure sports (skiing, trekking) and spiritual journeys. It continues to diversify, with efforts focused on promoting tourism throughout the year, including winter tourism.
Tourism has reemerged as a major source of livelihood for thousands of families, with new investments flowing into accommodation facilities, cafes and travel services. Improving road connectivity within Jammu and Kashmir, promoting eco-friendly tourism, preserving natural resources and upgrading visitor facilities are seen as essential to ensuring sustainable growth.
At the same time, efforts are underway to focus cultural festivals, adventure sports initiatives and film tourism in Jammu and Kashmir. Training programmes aimed at equipping local youth with skills in hospitality and tourism management are also being viewed as key to strengthening the sector. It must be ensured that local communities continue to benefit directly from tourism-related activities.
The Kashmir valley has all the potential to regain its position as one of India’s leading travel destinations and can draw foreign tourists by emerging as the Switzerland of Asia.
To promote the destination globally, the Jammu and Kashmir’s Tourism Department marked a significant presence at the premier international tourism trade fair, FITUR 2026, held at IFEMA Madrid in January. The delegation aimed to position the region as a premier global travel destination.
There are a number of locations in Jammu and Kashmir which are untapped and can be developed as major tourist destinations, having all the natural as well as the cultural resources for attracting tourists. Some of the important natural resources are excellent climate, beautiful lakes, locations for adventure sports, wild life, trout fish, waterfalls and streams.
In fact, the Jammu and Kashmir administration launched an ambitious plan to develop 75 new tourist destinations, 75 heritage and cultural sites, 75 Sufism and religious sites and 75 adventure treks to attract tourists across all four seasons.
Eco-friendly infrastructure is being developed to standardise tourism products and services, and targeted marketing strategies are being employed to tap into emerging markets, which will contribute significantly to its economic prosperity
Looking ahead, the Jammu and Kashmir’s Tourism Department plans to further enhance the region’s offerings through high-quality tented accommodations, five-star hotels, skiing facilities, adventure activities, eco-tourism parks and wellness centres.
Leisure sports and health and wellness centres at popular tourist spots are part of strategy to enhance Kashmir’s tourism profile that will also attract tourists from various parts of Asia including Indonesia and rest of South-East Asia. — Asia News Network
