Tourism, which has always been the mainstay of Kashmir’s economy, has returned to the region with a record number of to visiting the Valley for New Year’s Eve this winter. According to government estimates, 2022 witnessed the highest influx of tourist arrivals – 2.5 million in the Valley’s history. With its serene beauty, mesmerising forests and appealing snow-clad mountains, the Valley remains a favoured destination for both domestic and international tourists. Despite the chilling cold, or maybe even because of it, tourists flocked to destinations such as picturesque Pahalgam and snow-covered Gulmarg. As the threat of militancy and violence waned the Covid-19 pandemic took a backseat, the authorities stepped up year-end festivities at tourist destinations this winter with colourful events and musical shows. All the hotels in Gulmarg and Pahalgam were completely booked even before Christmas. Also, hotel owners offered special packages to attract tourists for New Year’s Eve, which included gala dinners and other forms of entertainment. According to the president of the Travel Agents Association of Kashmir, Farooq Ahmad Kathu, there was an increase in the arrival of tourists in the last two weeks of 2022. “Hotels in Gulmarg and Pahalgam were 100% booked for Christmas and New Year”, he said. Ab Rasheed, who owns a hotel in Pahalgam, said that his hotel was completely booked till 12th January. “Gulmarg is witnessing a huge rush due to the snowfall and the attraction of the ski resort. We are hoping to see an increase in the number of tourists to Pahalgam after the New Year celebrations too. Right now, we are fully booked due to events organised by the government. We are hoping to see more bookings in the coming days,” he added. The famous ski resort of Gulmarg, a favourite with tourists, had 16.5 cm of snow in December, opening the slopes to skiers around Khilanmarg, Aprawath mountains and down to the Gulmarg bowl. This year, at many destinations, including Sonamarg and Doodhpathri, were offered to tourists for winter travel, showcasing the beauty of other spots apart from the famous Gulmarg and Pahalgam. Sonamarg was kept open for tourists for the first time to accommodate the rush of visitors to the Valley. The department and district administration also promoted Pahalgam, also known as Shepherd’s Valley, as a winter destination. While the snow benefitted the skiers, for vehicles it was a different story altogether. The district administration had issued detailed instructions to tourists on driving through the Valley to ensure a safe passage despite the heavy snowfall. Baramulla’s Deputy Commissioner, Syed Sehrish Asgar, also issued orders directing the Gulmarg Development Authority to keep men and machinery ready to extricate any vehicles stuck due to bad weather. “Tourist footfall is normal this winter, like it was throughout the year. This year, we received more than 5,000 tourists daily on an average,” Zeeshan Khan, Assistant Director for Tourism, said. “In Gulmarg, we planned a winter music carnival with a DJ in the evening. In Pahalgam, there was a gala with singers on New Year’s Eve,” he added. Even before the New Year celebrations, the tourism department had organised a week of musical evenings, which drew both local residents and tourists. Gulmarg was the prime spot for the winter carnival. Tourists enjoyed welcoming the New Year with dance, music and adventure activities. Similar events were held at Gulmarg, where local artists and singers displayed their talent and held the audience in thrall. Several stalls were set up at the venue showcased Kashmiri culture and heritage. In Pahalgam, the highlight was a performance by Bollywood singer Rohanprit Singh, Singer Shashwant Singhand Singer, composer and superstar Divya Bhat who had the crowd on its feet, dancing to their songs. Many other famous bands and local cultural groups also participated in the events which drew huge cheers from the audience at Pahalgam Club. Shalini Arora from Gurgaon, who was on her third visit to Kashmir, expressed her appreciation for the efforts made by the government and the local residents. “It’s my third visit to this place but the first in winter. Seeing snow for the first time and participating in the gala evenings added to the enjoyment of our visit. People have been very cordial and welcoming. I would love to visit the Valley again during the autumn,” she said. Sarthak Chugh spoke to Kashmir Central about his maiden visit to Kashmir, describing it as remarkable. “Just a fortnight ago, my friends and I finalized our plans to visit Gulmarg, Srinagar and Pahalgam. It has been a remarkable experience to participate in New Year celebrations”, he said. Since January 2022, 1.62 crore tourists have visited the union territory of Jammu and Kashmir, the highest number since independence, according to official data. Prime Minister Narendra Modi has complimented the union territory for hosting a record number of tourists. The warmth and hospitality of the people was the reason for the increase, according to him. The central government also announced that one of the G20 meetings will be held in Srinagar in 2023 and will be an opportunity for Jammu and Kashmir to showcase its tourism potential to the whole world. Tourism has traditionally been the backbone of Jammu and Kashmir’s economy. The heavy influx of tourists to the Valley in 2022 is the result of the government’s initiative and aggressive publicity throughout the country and around the world. As far back as early October, the Director of Information and Public Relations, J&K (DIPR) had announced that tourist arrivals in the year were already hitting record levels. A record-breaking 20.5 lakh tourists, including 3.65 lakh Amarnath yatris, visited Kashmir in the first eight months of 2022. The increased number of visitors underlined the changes on the ground and the development in the region. The enthusiastic response and various new destinations are continuously updated now a days in Kashmir. Thus, Kashmir shall see breakthrough records when it comes to tourism in coming years.
