Kashmir is off to a vibrant start in 2025, witnessing a remarkable surge in tourism activity. According to government data, over 12,000 tourists visited the valley in the first week of January alone, marking a strong beginning and setting the stage for a year that may surpass the record-breaking tourism numbers of 2024.
The region’s appeal was most pronounced during the Christmas and New Year holidays, when both domestic and international visitors flocked to the valley in record numbers. However, even after the festivities, tourist arrivals have more than doubled. Popular destinations such as Gulmarg and Srinagar are bustling with activity as tourists come to experience the valley’s enchanting beauty, particularly after the recent snowfall that has transformed the region into a winter wonderland.
“We’re having an amazing time here. We used to see scenes like this only on postcards, and now we’re experiencing them in real life. It’s so beautiful—it’s a dream that has finally come true. I would encourage everyone to visit Kashmir at least once in their lifetime,” said Sakshi, a tourist from Delhi.
Shivam, another tourist from Rajasthan, added, “We’ve been exploring Kashmir for the past two weeks, and it’s been incredible. We saw snow for the first time, and it was absolutely amazing. It felt like living a dream—this place truly is paradise.”
The snowfall has not only enhanced the region’s charm but also provided a significant boost to the local economy. The tourism boom is evident in the local hospitality sector, with hotels, houseboats, and other accommodations fully booked for January.
Mushtaq Chaya, Chairman of the Jammu and Kashmir Hoteliers Club and Managing Director of the Mushtaq Group of Hotels, shared, “Our hotels are witnessing a surge in bookings, especially after the snowfall. We are hopeful that this trend continues throughout the year.”
Habibullah Wangnoo, a houseboat owner, echoed the sentiment, saying, “2024 was a good year for us, with a large number of tourists booking houseboats. We’re hopeful that this continues into the new year.”
The surge in tourist footfall has also benefited other local businesses, such as restaurants and handicraft vendors. Local markets like Lambert Lane and Boulevard Road have seen an influx of tourists, with vendors offering traditional Kashmiri winter wear and handicrafts, such as Pherans, Pashmina shawls, and more.
“Tourist footfall has significantly increased, especially after Christmas and New Year. Some tourists have even become our regular customers. We’re hopeful that tourism continues to thrive in Kashmir, as it will provide much-needed relief to local hospitality businesses,” said Latif, a restaurant owner near the iconic Clock Tower (Ghanta Ghar).
Rukhsana, a shopkeeper selling traditional Kashmiri winter wear, remarked, “It’s encouraging to see the region’s appeal growing. Tourists are flocking in large numbers to buy our items, such as Pherans and shawls, particularly after the recent snowfall and chilly weather.”
Last year marked a milestone for Kashmir’s tourism industry, with a 10% increase in visitors compared to 2023. The Tourism Department reported approximately 3 million tourists in 2024, including a significant rise in foreign visitors, reflecting the region’s growing global appeal.
“In 2023, the total number of tourists was 2.7 million, including figures from the Shri Amarnath Yatra, and in 2024, that number surpassed 3 million by more than 10%. We are optimistic that this trend will continue in 2025,” said Raja Yaqoob, Director of Tourism Kashmir.
Building on this momentum, the Tourism Department is working to enhance the valley’s appeal by developing 75 new tourist attractions, including heritage sites, cultural hubs, Sufi shrines, religious landmarks, and adventure tourism spots. This will further diversify the region’s offerings and attract even more tourists.
