Tourism is not just an industry; it is the lifeblood of the economy in the Kashmir Valley. It also serves as a bridge connecting the valley’s timeless beauty to the world. The new tourism strategy for the region has been clearly articulated and has a new sense of purpose, which is a welcomed and welcomed development.
Domestic visitors comprise the vast majority of visitors to the region and thus, the government’s strong emphasis on infrastructure-driven growth, while also actively promoting East Asian markets, is the right approach to build a resilient and successful future.
The figures show that Jammu and Kashmir welcomed over 1.61 crore visitors throughout 2025. This is a powerful affirmation that millions of Indians still have faith in the Kashmir Valley.
As the Director of Tourism for Kashmir said recently, many Indians have a very close emotional bond with the region’s beautiful landscapes, such as Dal Lake and a wonderful day on the snow-covered slopes in Gulmarg, and this bond is an enormous, significant foundation for continued tourism to the Valley and to all the natural beauty it offers.
The government has recognized that its current approach to infrastructure development makes sense strategically and therefore represents a great opportunity for the future.
The vision is that visitors have such an amazing time at their destination that they return multiple times for trips and encourage other visitors to do so as well. This isn’t just about putting up new buildings; this also means we will focus on sustainability and responsible development as part of our vision.
One part of the plan to help establish Kashmir as a year-round tourist destination is to add new facilities for winter sports, including the development of ski drag-lifts in the Gulmarg Valley.
A strong domestic base of tourists provides the ideal foundation to pursue the second equally important focus of the strategy to attract international visitors to Kashmir, particularly from East Asian countries.
The Tourism Department’s strategy for targeting Malaysia and Indonesia builds on the goodwill already created for Kashmir, and they are doing so by strengthening their relationships with travel trade and developing strategies that provide them with a presence in these countries.
Through the use of improved marketing channels and their commitment to participate in global travel mart events, the Tourism Department will ensure that Kashmir will continue to be noticed in these active markets.
