North Kashmir’s several offbeat destinations await exploration

Baramulla, Mar 28: Kashmir has always been a land of mesmerising beauty, attracting tourists from around the world with its iconic destinations like Gulmarg, Pahalgam, Dal Lake, and Sonmarg. However, in a move to expand the tourism horizon, the Department of Tourism has now turned its attention to offbeat destinations, offering visitors a unique chance to explore the region’s culture, art, horticulture, apiculture, and traditional way of life.

One such initiative is the development of an ethnic village at Nagbal Ladoora, just 8 km from Baramulla town. The state-of-the-art infrastructure includes a tourist cafeteria, a guest house, and a beautifully landscaped area facing the Jhelum River.

Additionally, a dedicated structure has been built to showcase the region’s dairy activities, adding an element of rural charm that is expected to captivate tourists seeking an authentic experience. This offbeat tourist destination is surrounded by vast orchards, offering visitors a scenic retreat from the hustle and bustle of city life. “Offbeat tourism is gaining popularity across the world, as travellers now seek more than just sightseeing. They want to experience culture, traditions, and the way of life of the places they visit,” Deputy Director of Estates Tourism, Nasir Ahmad Khan told Greater Kashmir. He said that the infrastructure at Nagbal Ladoora is ready and would be soon outsourced to ensure a private-public partnership. “The paperwork has been almost done,” Khan said. “It will be soon outsourced and its start will mark a new beginning for the rural area of Baramulla district.” Highlighting the department's resolve in this direction, he said that the tourist destinations of Gurez, Lolab, Chotipora, and Reshawari in the Kupwara districts have already attracted eyeballs. Khan said that as part of the offbeat tourist destination, the department has introduced the homestay concept and scores of registrations have already been done. While the infrastructure at Nagbal Ladoora is ready, the project is yet to be fully operational. This delay has caused concern among the locals, who fear that the facility might deteriorate if left unattended. Muhammad Abdullah, a resident of Nagbal Ladoora said, “If the infrastructure remains unused, it may fall into the wrong hands and get wasted ultimately. The Tourism Department needs to take immediate steps to make it functional.”

Mushtaq Ahmad, a tour and travel operator, said that the rise of offbeat tourism in Kashmir is the future of Kashmir’s travel industry. “Unlike popular destinations that attract large crowds, offbeat sites offer a secluded and immersive experience, allowing travellers to enjoy pristine landscapes and interact closely with local communities,” he said. “These destinations provide a unique opportunity to experience Kashmir in its most natural and untouched form.”

Raja Sajad of Ladua Rafiabad has been engaged with offbeat tourist destinations for the last decade. His famous ‘Viji Top Home Stay’ at Ladua Ladoora in Rafiabad is gaining popularity among visitors and so far thousands of people from across the country and some foreign tourist groups have visited his homestay and explored the hidden gems of the upper belt of Rafiabad. “Tourists are increasingly looking beyond conventional attractions to explore local traditions, values, and livelihoods. Places like Ladua Rafiabad, enable visitors to witness firsthand the region’s agricultural practices, horticulture, and apiculture, which are activities deeply embedded in Kashmir’s cultural fabric. Exploring unexplored tracks is a new experience for them,” he said.

The promotion of offbeat tourist destinations is not just about attracting visitors but holds immense potential for economic upliftment in rural areas. With the arrival of tourists, local businesses including hoteliers, transport operators, handicraft artisans, and local farmers stand to gain significantly. The demand for traditional Kashmiri handicrafts, organic produce, and local cuisines is likely to increase, creating new income opportunities for the region’s inhabitants.

Moreover, the Tourism Department’s focus on eco-tourism and cultural tourism aligns with global trends, making Kashmir a more attractive destination for travellers. “These projects can generate employment for locals and encourage sustainable tourism, benefiting the people in the long run,” a tourism official said.