Winter hope for tourism

After a bruising 2025, Jammu and Kashmir’s tourism sector is cautiously turning a corner. The scars of the Pahalgam terror attack last April, compounded by erratic weather and prolonged closures, had shaken confidence in one of the region’s most vital economic lifelines. Yet, as winter settles over the higher reaches and snow blankets Kashmir’s mountains, early signs of revival are becoming visible.

Chief Minister Omar Abdullah’s outreach to the travel fraternity in Mumbai last week was telling in both tone and intent. He did not pitch postcard images of Kashmir’s beauty. Instead, he spoke of trust, partnership and shared responsibility. Tourism in Jammu and Kashmir cannot be rebuilt on marketing alone; it rests on confidence among travel agents, tour operators and, ultimately, tourists themselves.

The Chief Minister’s acknowledgement of Maharashtra-based travel operators, especially for standing by the Valley after the Pahalgam attack, underlined how critical these partnerships are in times of crisis. When destinations face uncertainty, it is the travel trade that often decides whether confidence returns or fear lingers. Encouragingly, the administration’s message is now being reinforced by data on the ground. Chief Secretary Atal Dulloo’s assessment that tourist arrivals are picking up as conditions improve reflects a slow but steady recovery. Winter tourism is playing a key role. Snowfall in Gulmarg and other higher reaches has revived skiing, winter sports and snow tourism, drawing domestic visitors eager for experiences that are both scenic and secure.

But this moment of recovery also comes with a warning. As Dulloo rightly noted, the return of tourists must not mean a return to overcrowding. Traditional hotspots in Kashmir have repeatedly exceeded their carrying capacity during peak seasons, straining infrastructure, ecology and local communities. The proposed SPREAD initiative, aimed at decongesting these areas by developing new, eco-sensitive, year-round destinations, could be a turning point if implemented with seriousness and transparency.

Equally significant is the focus on Jammu, where rising pilgrim footfall offers untapped potential. Converting short religious visits into longer, experience-based stays could rebalance tourism between the two regions. After a tough year, winter has arrived not just with snow, but with possibility. The challenge for Jammu and Kashmir now is to ensure that this revival is not fleeting but marks the beginning of a more resilient, inclusive and future-ready tourism economy.