Jammu and Kashmir, according to official figures, welcomed around two crore visitors in 2023, marking the highest influx in 77 years.. The surge reflects a significant transformation in the Union Territory over recent years. This has led to increased job opportunities and a flourishing hotel industry. Last year also attracted over 100 film shoots, something that testifies to the prevailing normalcy.
Significantly, recent Google data revealed that Kashmir surpassed Switzerland as the most searched destination globally in 2023, ranking sixth among the top searched destinations. This shift in online search patterns highlights the world’s curiosity to explore Kashmir, often likened to Switzerland for its scenic beauty. The New Year’s Eve celebrations at Lal Chowk in Srinagar further symbolized the evolving dynamics of the region following the abrogation of Article 370. Besides, with a significant increase in foreign tourist arrivals, travel agents anticipate further global promotion of Kashmir’s tourism. The prospects of foreign tourists from Thailand, Europe, and the Gulf visiting in large numbers have raised hopes for a robust winter tourism season in the coming months.
The G20 meeting hosted in Srinagar, particularly the third tourism working group meeting, seems to have acted as a catalyst, increasing foreign tourist interest in the region. The growing tourism has gone a long way to shore up the Kashmir economy and bring back employment lost to the successive security and Covid-19 lockdown in recent years. The boom in tourism, which forms 6.8 percent of Kashmir’s GDP and employs over two million people, is also having a positive spillover effect on other sectors.
Despite the ongoing winter being largely snowless, the tourist inflow has only increased. The Valley’s upper reaches have already received some snowfall. To the delight of tourists, Affarwat in Gulmarg and Pir Panjal range of mountains have been draped in white blanket of snow. Snowfall in the Valley has traditionally been a great attraction for the people in mainland India, since it is a novelty for most of them.
The government in 2023 earmarked another 75 tourist destinations to enhance religious tourism in the region. The tourism department has actively participated in International Trade Marts to engage international tourists. The homestay facilities have attracted tourists to far-off areas once considered a no-go zone due to security concerns. The facility was introduced by the government in 2022, and it has boosted border and rural tourism. However, amid the celebration of this success, it’s crucial to ensure sustainable growth and preservation of the region’s pristine landscapes and cultural heritage. Government should ensure not only the adequate infrastructure for the rising number of visitors but also check the number so as to protect the Valley’s fragile ecology.
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