The famous hill station in Central Kashmir’s Ganderbal district, has emerged as more than just a tourist destination. It has become a source of livelihood for thousands of educated youth, including graduates and postgraduates, who have found employment opportunities in the region’s flourishing tourism sector.
At the beginning of this year, Sonamarg witnessed a significant influx of tourists, boosting business activities and providing avenues for young people to earn their livelihood. Many of these individuals, despite holding degrees such as MA, B.Ed., and M.Ed., have turned to tourism-related ventures to support their families.
A local graduate said that after completing his education, he applied for a government job through the J&K Services Selection Board (SSB) but has yet to secure one. “I decided not to solely depend on a government job and started working in Sonamarg, offering services like reels to tourists. This helps me sustain my family until I achieve my goal,” he said.
He added that Sonamarg offers various opportunities, including snow biking, sledging, horse riding, and other small-scale business activities, which allow youth like him to earn a steady income.
Another youth said the transformation in Sonamarg’s accessibility due to the permanent opening of the Sonamarg tunnel. “Earlier, the road would remain closed in winter due to heavy snowfall and avalanches, especially at Hung spots. Now, with the tunnel operational year-round, it has significantly boosted the region’s tourism and economic activities.”
He expressed his delight at the year-round connectivity, emphasizing its potential to enhance Sonamarg’s appeal as a winter destination. “Winter tourism activities like skiing, ice skating, snowshoe trekking, and other sports are now possible, further enhancing Sonamarg’s charm during the colder months.”
The local community has called for additional government initiatives to develop the region further, ensuring sustainable growth and prosperity for the people dependent on tourism. “With proper infrastructure and support, Sonamarg can become one of the top winter sports destinations in the country,” said another youth.
