Kashmir, often referred to as the “Paradise on Earth, boasts stunning natural beauty in India’s northernmost region. After a prolonged hiatus, Kashmir is once again witnessing a remarkable surge in tourist arrival, in North Kashmir. Previously, Kashmir’s tourism was modest, attracting visitors seeking especially beauty and serenity amidst its lush meadows, emerald waters, and splendid pine forests, mesmerising landscapes pristine snow-covered mountains, which has transformed considerably the present tourism scene in Kashmir, especially North Kashmir. Over eighteen million visitors arrived in Kashmir last year, indicating thriving tourism & its growing appeal. Kashmir’s allure extends beyond its natural beauty, with untapped potential in various regions. The Government has added border areas like Keran, Machil, Tangdhar, Teetwal, Gurez, Bangus Valley to the tourist map, offering endless opportunities to explore hidden treasures. The Economic Survey 2022-23 highlights tourism’s significant contribution i.e over 15% of J&K’s GDP, benefiting around 70,000 people. The potential for profitable investments, including hotels, restaurants, home-stays, and infrastructure, is vast in these newly opened destinations. Kashmir offers more than serene landscapes; it is poised to be a top destination for adventure sports. Its diverse geography caters to various activities like white-water rafting, parasailing, mountaineering, and snowboarding. While Pehalgam and Sonmarg are favorites for rafting, other regions hold untapped potential for winter sports, like Gulmarg for skiing, including the thrill of ice hockey or bobsledding against the backdrop of snow-covered mountains.
Moreover, the prospect of hosting the Winter Olympic Games in Kashmir is enticing. The region possesses the necessary attributes for events like Bobsleigh, Curling, and Ice Hockey. Developing the required infrastructure would not only boost the local economy through both recreational exposure to tourists and organised training to local youth but also elevate India on the global sporting stage. The Drangyari Chowkibal Winter Carnival in Kupwara was a big hit last year, featuring snowmobiling, ice skating, trekking, and more to advance it as a winter sports hub. Similar carnivals, are needed in regions around Kashmir Valley. Another noteworthy initiative is the Bangus Mela, drawing thousands of tourists, both locals and visitors from other states, to boost tourism. Kupwara district is making strides as a top tourist destination, promoting places and activities with high tourist potential, paving the way for increased tourism in the areas. Kashmir has long been a sought-after spiritual destination, with famous sites like Sri Baba Amarnath Shrine, Jamia Masjid Hazratbal shrine drawing millions of devotees annually. Yet, many lesser-known ancient spiritual centers are scattered across the state, especially in Baramulla and Kupwara districts, which include Hindu temples like Sri Shankara Gaurishwara Temple in Pattan, Kher Bhawani Temple in Tulmulla, Avantishwar Temple in Jaubror, and the Sharda Temple in Kupwara, as well as Sikh Gurudwaras like Gurudwara Pathshahi Chevi and Gurudwara Sahib Sherwani in Baramulla etc are a few.
Kashmir’s captivating beauty comes along with its concerns about accessibility and safety for tourists. Significant Government investments in the past decade have improved infrastructure and amenities, both in quantity and quality. Still, progress continues, with ongoing efforts to build all-weather roads, tunnels for challenging terrain, helicopter services to remote areas, cable cars, and railway projects like Katra-Banihal Rail Route (KBRR) and Udhampur-Srinagar-Baramulla Railway Line (USBRL), set to finish by December 2023. With both public and private sectors focusing on affordable and high-quality accommodations and amenities, footfall of visitors will increase soon.
In North Kashmir, recent infrastructure development includes projects like the BaramullaKupwara-Chowkibal (BKC) stretch on NH-701, the Handwara Bypass, and Kupwara-Tangdhar road widening, completed in 2018. Other projects, like Z-Morh Tunnel on NH-1 and Sopore-Baramulla railway line, are completed, while ongoing projects like the Zoji La Tunnel, Sopore-Kupwara Railway Line, and Kishthwar-Nildri-Bangus Gali-Locut Bangus-Drangyari (KNBLD) road are in progress.
Kashmir, situated in a seismic zone, demands cautious infrastructure and tourism development. Structures must meet strict safety standards for earthquakes and landslides. Land use and zoning regulations should prevent construction in high-risk areas, minimising soil disturbance and erosion. Establishing waste disposal and recycling systems is vital to prevent environmental degradation. Educating tourists and locals on responsible waste disposal practices will reduce pollution. Striking a balance between infrastructure and tourism development while preserving the fragile ecosystem requires comprehensive planning and a commitment to eco-friendly practices. The abrogation of Article 370 in 2019 accelerated infrastructure development in J&K, greatly boosting the tourism sector. Investments surged in key areas like roads, railways, power, and tourism, owing to improved internal security, streamlined approval processes, increased investments, and faster construction.
The Government of Jammu & Kashmir actively promotes tourism in North Kashmir through marketing campaigns, trade fair participation, roadshows, and engagement with tour operators. Initiatives, including the ‘Explore North Kashmir’ campaign in May 2023 and participation in the World Travel Mart in London in June 2023, along with a roadshow in Delhi in July 2023, showcase a proactive approach in recent times. In a region where 69% of the population is young, addressing their employment needs is crucial. The tourism sector offers abundant opportunities, providing employment for thousands of unemployed youth in roles like tour guides, hotel staff, tour managers, transport and accommodation providers. In conclusion, North Kashmir holds vast untapped tourism potential. With strategic investments in infrastructure, promotion, and youth engagement, this region can thrive as a mejor tourist destination, boosting the local economy and offering opportunities for its young population. With continued efforts from both the government and private sector, it is optimistic that this picturesque land will soon become a prominent feature on India’s tourism map.
