Suhail Khan
Srinagar, July 14: Calling Kashmir a “paradise on earth” is hardly an exaggeration. However, the recent terror attack raised serious concerns about Kashmir and its ethos, severely impacting the tourism industry—especially at the beginning of the season. Fortunately, with gradual improvements and the unwavering support of locals, the tourism sector is regaining its momentum.
Is there anything Kashmir truly lacks? Throughout all four seasons, the steady influx of tourists enhances the charm of this natural paradise. Moreover, the locals themselves spare no effort in preserving and savoring these tranquil landscapes.
The Pahalgam attack, which claimed the lives of 26 tourists, deeply affected public sentiment, particularly the tourism industry. However, thanks to the administration’s efforts—and more importantly, the efforts of the locals—the tourism sector is now back on track.
While tourist numbers are still recovering, the locals have left no stone unturned in revitalizing the industry. Families visiting various destinations are spreading a positive message: Kashmir is safe in every regard.
Adding to this optimism, the new trend of weekend outings has placed Kashmir in a positive light, with bustling crowds taking center stage once again.
School and college picnics, along with family outings, have been a decades-old tradition in Kashmir. However, weekend family excursions are a relatively new trend gaining momentum across the region at the time when it was need of an hour for the tourism industry. Families from various districts now flock to tourist spots on weekends, creating a surge of visitors eager to spend quality time with loved ones amid these health-boosting, picturesque surroundings.
While city residents have long enjoyed evenings at cafés with friends and family, this trend has now spread to all districts, each with its own unique story.
To delve deeper into this shift, Kashmir Despatch spoke with several families, café owners, and tourism officials. The evolving scenario is not only enabling people to live life to the fullest but also giving a significant boost to local businesses.
Yawar Lone, a frequent visitor to tourist spots, told Kashmir Despatch that the improved peace and security deserve full credit. “It has allowed us to explore places within Kashmir we might have overlooked before. Plus, spending meaningful time with family in these naturally rejuvenating settings is truly wonderful,” he said. He added that he visits different destinations with family and friends nearly every weekend, creating cherished memories.
Sameena, a mother of two and a teacher by profession, shared her thoughts with Kashmir Despatch, describing the trend as something worth celebrating. “Not only are families bonding, but they’re also rediscovering Kashmir’s natural beauty together,” she said. She emphasized how stepping out revitalizes both children and parents, offering them an opportunity to connect meaningfully. She also commended the authorities for ensuring basic amenities at tourist spots.
Bilal Dar, a cinematographer and regular visitor, shared his experience: “Every weekend, I receive bookings to shoot drone videos and reels for families at tourist locations. It’s incredible to see Kashmiri families dedicating time to create lasting memories and capturing them through videos and aerial footage.”
Haseen Nabi, owner of a restaurant in North Kashmir’s renowned River Edge group, told Kashmir Despatch that times have changed. “Gone are the days when families hesitated to dine out. Now, we operate a family-friendly establishment, and people from across North Kashmir visit with their loved ones to enjoy meals together.” He noted that weekends witness an overwhelming rush—a trend wholeheartedly embraced by the people.
Aadil Mir, a university student told Kashmir Despatch that Kashmir isn’t just a destination it’s an emotion. Every visit to these meadows and streams feels like falling in love with nature all over again.
Rafia Akhtar, a homemaker from Srinagar stated “Earlier, we only went out for weddings or religious events. Now, weekend trips with family have become our little tradition—a way to escape routine and breathe in the beauty around us.”
Arif Sheikh, a tour operator “Tourism isn’t just about outsiders anymore. Kashmiris themselves are becoming explorers of their own land, and that’s a beautiful shift.
Zahid Hussain, owner of a café in Gulmarg shared that “The sound of laughter from families enjoying meals together is now the real music of Kashmir. Business isn’t just about profit; it’s about being part of their happiness.
Bilal Ahmad, a houseboat owner in Dal Lake “Before, tourists dominated the houseboats. Now, we see Kashmiri families spending nights here, making memories under the stars—just like old times, but with a new spirit.”
Despite past challenges, Kashmir’s tourism industry is flourishing once again. The region continues to captivate both domestic and international tourists with its unparalleled natural splendor and rich cultural heritage. The sector supports thousands of locals—directly and indirectly—including hotel staff, tour operators, taxi drivers, and artisans, fueling economic growth and sustaining various ancillary industries.
The Jammu and Kashmir Tourism Department has reported a significant rise in tourist arrivals in recent years, particularly after the abrogation of Article 370 in August 2019.
