Srinagar, Jan 31 (JKNS): Kashmir’s tourism sector is witnessing a strong revival as fresh snowfall has attracted large numbers of visitors, with tourists thronging major destinations to enjoy snow-related activities and the breathtaking natural beauty of the Valley.
Details available with news agency JKNS, Key tourist hubs across Kashmir are witnessing heavy footfall, with Gulmarg, Sonamarg and Pahalgam emerging as top attractions. While Gulmarg continues to be a hotspot for skiing and adventure sports, Sonamarg is drawing visitors for its pristine snowfields, sledging and snow biking, and Pahalgam is welcoming tourists seeking serene landscapes and snow-covered meadows.
Sonamarg remained bustling with tourists engaging in sledging, snow biking and skiing, while Gulmarg continued to draw adventure lovers for skiing and cable car rides. Pahalgam, too, saw increased footfall, with visitors appreciating its calm environment and scenic charm.
After the April 22, 2025 terror attack in Pahalgam, the central government led by Prime Minister Narendra Modi, along with the Jammu and Kashmir Lieutenant Governor Manoj Sinha and government led by Chief Minister Omar Abdullah, launched new efforts to restore tourist confidence and revive the Valley’s tourism sector.
Security has been strengthened at key destinations, and fresh campaigns are being rolled out to promote Kashmir as a safe and welcoming all-season destination.
Tourists from different parts of the country described their Kashmir experience as memorable and heartwarming. A visitor, on his second day in Sonamarg, said, “It feels like we have truly arrived in paradise. The mountains and snow are incredibly beautiful. The hotels are very good and the people here are welcoming. Everyone should visit Kashmir at least once.”
A woman tourist enjoying the snow slopes in Gulmarg said Kashmir’s beauty had exceeded her expectations, adding that the peaceful atmosphere, friendly locals and quality accommodation made the visit special.
Another tourist in Gulmarg praised the hospitality and scenic valleys, saying, “The people here are kind, the atmosphere is beautiful and visiting Kashmir in February or March with snow is a completely different experience. One should definitely come and enjoy it.”
Visitors also highlighted the warm behaviour of locals, drivers and hotel staff, saying they felt “at home” during their stay. A tourist who enjoyed skiing termed the experience “awesome” and urged people to visit Kashmir and explore its adventure tourism.
A tourist from Delhi said, “Pahalgam is absolutely peaceful and breathtaking. The snow-covered mountains, fresh air and calm atmosphere make it feel like a perfect escape from city life. The hospitality here is excellent, and the locals are extremely warm and helpful.”
Another visitor enjoying the winter landscape said, “The beauty of Pahalgam in winter is beyond words. Everything feels pure and refreshing. From the hotels to the local guides, everyone makes you feel at home. This place truly deserves to be called heaven on earth.”
The renewed tourist activity comes after the sector suffered a major setback following the April 22, 2025 Pahalgam terror attack, which led to a sharp decline in arrivals and severely impacted thousands of stakeholders dependent on tourism.
The move is part of PM Modi’s broader push to promote year-round tourism, similar to the initiatives taken in states like Uttarakhand.
To revive confidence, the Central Government extended support to strengthen revival efforts, while Chief Minister Omar Abdullah actively promoted tourism by visiting various parts of the country and abroad. The Chief Minister has also been personally visiting tourist destinations and participating in adventure activities to boost confidence among tourists and stakeholders.
Meanwhile, a senior government official told JKNS that tourist destinations including Gulmarg, Sonamarg and Pahalgam are currently packed with visitors.
“If things continue positively, Jammu and Kashmir’s tourism sector is likely to break all previous records in the coming two months,” the official said. (JKNS)
