Surge in tourist rush to Kashmir’s top destinations after fresh snowfall

After a difficult year for Kashmir’s tourism industry following the April 22 terror attack in Pahalgam that left 26 people dead, popular tourist destinations in the Valley have witnessed a major revival on New Year’s Eve, with hotels in Gulmarg and Sonmarg fully booked for the first time since the incident.

Fresh snowfall on the eve of the New Year has led to a surge in tourist arrivals, bringing much-needed relief to an industry that suffered a severe setback in 2025.

Following the abrogation of Article 370 in 2019, Jammu and Kashmir had recorded a sharp rise in tourist footfall over the past few years. Even relatively unexplored areas and trekking routes across Kashmir saw a massive influx of visitors. However, the tourism sector—one of the Union Territory’s key economic pillars—was dealt a major blow in April 2025 just as it was preparing for the peak season, after the deadly attack at the popular Pahalgam resort in south Kashmir.

The impact of the attack was felt throughout the summer and autumn tourist seasons. Against this backdrop, the strong turnout at Gulmarg and Sonmarg on New Year’s Eve has raised hopes of a revival.

Tariq Naik, Chief Executive Officer of the Gulmarg Development Authority, said hotels in Gulmarg are fully occupied. A similar situation is being witnessed in Sonmarg, which, along with other destinations, recently received snowfall, triggering an increase in tourist arrivals.

A senior official in Sonmarg said the destination was “jam-packed” due to the New Year rush. “Because of the New Year and fresh snowfall, we are seeing a large number of domestic tourists,” the official said.

He added that all necessary facilities are in place for visitors. “People are enjoying the snow, and we are hopeful that this trend will continue throughout the year.”

Hoteliers have also expressed optimism that 2026 will mark a recovery for the tourism industry.

“People invested heavily across Kashmir when tourism was booming. 2025 was a bad year for the industry,” said a hotelier from south Kashmir. “Now that we are seeing signs of revival, everyone is praying that the tourist rush continues.”

Meanwhile, officials said security has been tightened at all tourist destinations across the Valley. Last week, Inspector General of Police (Kashmir Zone) VK Birdi, while chairing a security review meeting to assess preparedness for the peaceful celebration of New Year events, emphasised the need for multi-layered security at key tourist locations. These include cable car terminals, forest tracks, crowded tourist spots and major access routes.