Heavy snowfall in December-January boosts tourism in Kashmir

SRINAGAR: The tourism scenario in Kashmir is witnessing a turnaround with fresh snowfall in December and January luring more tourists to the Valley.

According to the state’s tourism department, Kashmir saw as many as 40,000 tourists in the last two months. For December 2018, the footfall was around 28,000 while for January it was close to 13,000 Moneycontrol reported.

Moneycontrol reported that Asif Iqbal Burza, MD of Ahad Hotels and Resorts and President of Pahalgam Hotel Association, said, “We have been working hard to change the perception about tourism in the Valley. All tourists who visit the Valley become our brand ambassadors, helping us a great deal.”

In addition, the tourism department organises campaigns across India to promote winter tourism in Jammu and Kashmir, providing additional aid in improving footfall in the region.

“Compared to last year, this winter season has been much better. We have been blessed with much more snowfall this year which has again attracted tourists in large numbers,” Burza said.

According to reports, Kashmir witnessed a sharp decline in the number of tourists last year with 8.5 lakh domestic and foreign tourists visiting the Valley. This has been the lowest footfall in Kashmir in the last seven years – a decline of 23 percent from 2017. Judging in terms of occupancy in hotels, it has been in the range of 10-20 percent in the last two years.

However, a good winter and the tourism department’s efforts seem to be bearing fruit. The Valley is seeing a rise in adventure tourism, and it is emerging as a destination for weddings with hotels and guest houses filled full capacity.

Kashmir distinguishes itself in terms of adventure tourism courtesy ‘white gold’– the fresh snow in the Himalayan state. In India, there are only three acknowledged areas for skiing, the largest being Gulmarg in Kashmir.

“Adventure tourism is picking up. Traditionally, Gulmarg has been known as an adventure tourism destination for skiing. But now, places like Pahalgam and Sonmarg are emerging as adventure tourist spots where besides skiing, one can indulge in a lot of other adventure activities like sledging, short winter trekking trails, snow tubing, winter camping,” Burza said.