Tourist rush at Gulmarg, Pahalgam, Sonmarg boosts confidence
TAUSEEF AHMAD
SRINAGAR, Jan 01: The New Year has ushered in renewed hope and relief for Kashmir’s tourism industry, as heavy snowfall combined with festive celebrations drew thousands of tourists to the Valley’s famed destinations, breathing life into a sector that had witnessed a prolonged slump.
Popular tourist hotspots including Gulmarg, Pahalgam and Sonmarg witnessed an overwhelming rush of visitors, who welcomed the New Year amid snow-covered landscapes and freezing temperatures. The snowfall not only added to the scenic charm of these destinations but also reinforced Kashmir’s reputation as a winter wonderland for holidaymakers.
In Srinagar, the historic Clock Tower at Lal Chowk turned into a focal point of celebrations, with tourists and local residents gathering to mark the New Year under tight security arrangements. Similar festive scenes were reported from other major tourist hubs across the Valley, where hotels, resorts and guesthouses remained largely occupied.
Officials said elaborate security and traffic management measures were put in place to ensure the safety and smooth movement of visitors. Despite sub-zero temperatures, tourists were seen enthusiastically clicking photographs, interacting with locals and enjoying the peaceful atmosphere that marked the beginning of the New Year.
Visitors from various states including Gujarat, Maharashtra, Haryana, Punjab, Rajasthan and West Bengal expressed satisfaction over their experience in Kashmir, stating that they felt safe, welcomed and well-facilitated. Many praised the hospitality of locals, efficient transport services and improved hotel management.
“This is our first New Year in Kashmir, and it has been a wonderful experience. People here are warm and cooperative, and the environment feels completely safe,” said a tourist from Gujarat, who visited Sonmarg and Gulmarg before arriving at Lal Chowk.
Several tourists said they chose Kashmir to celebrate the New Year to witness its unmatched natural beauty and to challenge the negative perceptions surrounding safety in the region. “Kashmir truly feels like heaven on earth. What is often portrayed outside does not reflect the reality here,” said a tourist from Mumbai.
Local residents and stakeholders associated with the tourism sector expressed relief at the return of visitors, describing tourism as the backbone of livelihoods for thousands of families. Shopkeepers, taxi operators and hoteliers reported a noticeable improvement in business after months of subdued activity following the terror attack earlier this year.
A hotelier told Kashmir Despatch that his hotel has been fully booked since Christmas for the first time in nearly seven months. “After the Pahalgam attack in April last year, tourism was badly hit. This rush has given us hope that things are finally improving,” he said.
Earlier, Director Tourism Kashmir, Syed Qamar Sajad, said the New Year influx reflects growing confidence among tourists and could signal a positive start for the 2026 tourist season. “The encouraging response shows that Kashmir continues to attract travellers despite challenges. We are optimistic that tourist arrivals will increase further in the coming months,” he said.
The festive New Year rush, coupled with fresh snowfall, has thus brought renewed optimism to Kashmir’s tourism industry, raising hopes of a stronger and more stable season ahead.
