Waiting for snow

Chief Minister Omar Abdullah’s remark on Saturday that “tourism succeeds only when visitors choose to return, not when they come once”, captures both the promise and the predicament facing Jammu and Kashmir today. Tourism here has never been just about numbers; it has always been about confidence, and trust. The announcement that J&K will receive Rs 5.5 billion under an externally funded tourism project is a welcome development. But money alone, as the CM himself underlined, cannot heal a sector bruised by fear, shocks and uncertainty.

The summer of 2025 was a harsh reminder of how fragile Kashmir’s tourism revival remains. Just when the Valley was beginning to believe that the worst lay behind it, the Pahalgam killings in April shattered the spring season. Images of tourists fleeing, mass flight cancellations and the closure of dozens of tourist spots sent a chilling message far beyond Kashmir. Months later, as the sector struggled to steady itself, the Red Fort suicide blast in November delivered a second blow. Together, the attacks wiped out hard-earned gains built over three relatively stable years.

For thousands of families these were not abstract setbacks. Tourism in Kashmir is an economic lifeline. When it falters, everyone is affected. Kashmir cannot afford boom-and-bust tourism cycles driven only by seasonal rushes or viral hype. What it needs is sustained confidence: safe destinations, predictable policies, professional services and a visitor experience that encourages people to return year after year.

Winter now offers an opportunity. Historically, snowfall has drawn tourists from across mainland India to Gulmarg, Pahalgam, Sonamarg and Srinagar. A good spell of snow can thus revive tourism. Omar Abdullah’s hope for snowfall “within bearable limits” is a hope shared by everyone in Kashmir. If this winter brings snow, tourism may yet find its footing again. Here’s hoping that the current dry spell ends soon and the Valley is blessed with snow. This is important not just for the tourists but also for the Valley’s environmental health.