By: Dr. Noour Ali Zehgeer
The Sufism hub as we have been hearing since we are born, our motherland has been a benchmark for the one of the finest creations by Allah. The Place which is known for Habba Khatoon, Yousuf Shahi Chak, and all those religious personalities which has made us proud in centuries.over-politicization often referred to as “Paradise on Earth,” has long been a magnet for tourists seeking breathtaking landscapes, cool summers, and the renowned hospitality of its people. Just as the affluent classes migrate to Jammu and other warmer regions to escape Kashmir’s severe winters, visitors from across India and beyond flock to the Valley during the summer to find relief from the scorching heat and immerse themselves in its unparalleled beauty. Tourism has remained the economic backbone of the region, sustained countless livelihoods and facilitated cultural exchanges that enrich both visitors and locals.
However, Kashmir’s tourism industry has had its fair share of challenges. Over the past three decades, political instability, coupled with insurgency and unrest, severely impacted visitor footfall. The prolonged period of turmoil deterred travellers, leading to economic stagnation and severing Kashmir from the global and national tourism circuit. Many who depended on tourism—from hoteliers and shikara operators to artisans and street vendors—struggled to sustain their businesses.
The Road to Revival
The tides began to shift after the revocation of Article 370, a move that, while politically contentious, brought about significant security reinforcements in the region. The improved law-and-order situation restored a sense of confidence among potential travellers, leading to a resurgence in tourism. The return of tourists in large numbers in recent years is evidence of Kashmir’s enduring allure and the steps taken to ensure a safer and more stable environment.
Kashmir’s landscapes, including the picturesque valleys of Gulmarg, Pahalgam, and Sonmarg, have once again become hotspots for domestic and international tourists. Additionally, adventure tourism—such as trekking, skiing, and mountaineering—has gained momentum, attracting thrill-seekers who wish to explore the region’s rugged terrains. Heritage and religious tourism have also witnessed a revival, with historic shrines and temples drawing pilgrims in increasing numbers. The hospitality sector, one of the most significant contributors to the local economy, has seen a substantial boost. Hotels, houseboats, and guesthouses, many of which had struggled for survival, are now witnessing near-full occupancy during peak seasons. Local artisans and handicraft industries—famous for Pashmina shawls, Kashmiri carpets, and papier-mâché crafts—have benefited from the influx of visitors, providing much-needed employment opportunities to thousands.
Challenges in the Industry
Despite this resurgence, the tourism industry in Kashmir still faces numerous hurdles. While improved security has encouraged travellers, external factors such as political narratives, media portrayals, and sporadic shutdowns can still influence visitor numbers. One of the biggest concerns remains the over-politicization of tourism. The increased footfall should be seen as an economic and cultural boon rather than a political talking point. Tourism is an industry that thrives on stability, and any attempt to use it as a tool for political leverage risks derailing the progress made so far. Additionally, while tourism has returned in full force, infrastructure development needs to keep pace. Many roads leading to major tourist destinations require improvement, and public amenities such as clean restrooms, waste disposal systems, and sustainable transport options remain inadequate in several areas. Addressing these issues is crucial to ensuring that Kashmir maintains its reputation as a world-class travel destination. Another pressing concern is the impact of mass tourism on the region’s fragile ecology. The rising number of visitors has led to an increase in pollution, unregulated construction, and environmental degradation in pristine areas. Without proper regulations and sustainable tourism practices, the Valley’s natural beauty—one of its biggest assets—could suffer irreversible damage.
A Call for Sustainable Tourism
For Kashmir to cement its position as a premier tourist destination, a strategic approach to sustainable tourism is essential. This involves a multi-faceted plan that benefits both the environment and the local population:
1. Investment in Infrastructure – Upgrading roads, expanding air connectivity, and improving public utilities can enhance the overall tourist experience and encourage longer stays.
2. Promotion of Eco-Tourism – Encouraging responsible tourism through eco-friendly accommodations, waste management initiatives, and conservation programs can help protect the region’s natural heritage.
3. Empowering Local Communities – More initiatives should focus on training locals in tourism-related skills, promoting home-stays, and ensuring that economic benefits reach the grassroots level. Programs that encourage local women to participate in the tourism sector can further strengthen community development.
4. Diversifying Tourism Beyond Seasonal Peaks – While summer is the primary tourist season, promoting winter tourism (skiing in Gulmarg, for instance) and off-season attractions can create year-round economic opportunities. Similarly, cultural tourism—showcasing Kashmiri music, cuisine, and art—can attract visitors beyond those seeking just scenic beauty.
5. Regulation and Policy Measures – The government must implement policies that ensure controlled, responsible tourism. Limiting the number of visitors to ecologically sensitive areas, imposing regulations on new constructions, and enforcing pollution control measures can help sustain Kashmir’s charm for future generations.
Tourism as a Unifying Force
Beyond economic benefits, tourism serves as a bridge between cultures, fostering understanding between people from different regions and backgrounds. When visitors experience the warmth and hospitality of Kashmiris firsthand, it helps break stereotypes and misconceptions, strengthening bonds of unity. Tourism has the power to change narratives—showcasing Kashmir not just as a land of conflict but as a vibrant cultural and natural paradise. However, for tourism to flourish in its true essence, it must remain free from the clutches of political discourse. It is disheartening to see progress overshadowed by debates that politicize what should be a purely economic and cultural triumph. The focus should remain on fostering growth, ensuring safety, and preserving Kashmir’s unique heritage.
Conclusion
Kashmir’s tourism industry has made an inspiring comeback, proving the region’s resilience and the unwavering spirit of its people. But sustaining this revival requires a collaborative effort—where the government, local communities, and tourists themselves play an active role in shaping the future of Kashmir’s travel landscape.
The Valley stands at a crucial juncture. With the right policies, sustainable practices, and an unwavering commitment to hospitality, Kashmir can not only retain its title as “Paradise on Earth” but also become a global model for responsible tourism. As travellers continue to rediscover its magic, Kashmir has the opportunity to turn its tourism sector into a lasting economic and cultural pillar—one that benefits everyone while preserving the beauty and heritage that make it truly unforgettable.
(In arrangement with Straight Talk Communications. visit: www.straight-talk-communications.com)