Kashmir Tourism Sees Revival Amidst Challenges, Focus on Winter Attractions in Gulmarg and Pahalgam

Published on December 6, 2025

Kashmir, India’s stunning northern jewel, is beginning to bounce back from a difficult period, marked by tragic events earlier in the year that severely impacted the region’s tourism. Despite setbacks, Kashmir is showing signs of recovery, with Gulmarg, Pahalgam, and Sonmarg gearing up for a much-anticipated winter season. These destinations, renowned for their breathtaking landscapes, are primed to attract snow lovers, adventure seekers, and cultural enthusiasts in the coming months.

In recent weeks, the tourism scene in Kashmir has experienced a significant rebound, as winter preparations ramp up in response to forecasted snowfall and the region’s historical appeal. Hotels, once struggling with near-empty bookings, are now seeing occupancy rates hit 60%, a promising sign after the Pahalgam attack that had a devastating effect on Kashmir’s tourism sector.

Kashmir’s Winter Tourism: Gulmarg Leading the Way

Kashmir’s tourism recovery largely hinges on Gulmarg, an iconic ski destination that attracts visitors from all over the world. The ski resort town, nestled in the western Himalayas, is known for its powdery snow and picturesque alpine slopes, which many consider the best in the world. It’s here that snow sports enthusiasts come to ski, snowboard, and enjoy the beauty of Kashmir’s winter landscape.

• Gulmarg Gondola: India’s highest ropeway, the Gulmarg Gondola, offers a unique experience. It takes visitors up to Apharwat Peak at 3,980 meters (13,058 feet), offering panoramic views of snow-covered peaks.
• Skiing and Snowboarding: When the snow begins to fall, Gulmarg transforms into a winter sports paradise, with ski slopes catering to all levels, from beginners to professionals.

As winter approaches, the anticipation is growing. Tahir Wani, assistant director of tourism in Gulmarg, reports a growing sense of optimism with hotel bookings now averaging 50-60% occupancy—a sharp increase from the single-digit occupancy in previous months.

“We are waiting for the snow, and once it arrives, Gulmarg will be at the heart of Kashmir’s winter tourism,” said Wani. For winter sports lovers, Gulmarg is an unmissable destination. The area is also preparing for events to celebrate the season, making it a prime spot for tourists seeking both adventure and relaxation.

Pahalgam’s Slow Recovery and Future Potential

While Gulmarg is seeing a quick recovery, Pahalgam—another key tourism spot—has not yet experienced a similar surge. The Pahalgam attack in April, which claimed the lives of 25 tourists and a local resident, devastated the town’s tourism business. Since then, the region’s tourist arrivals have been slow, with many visitors still hesitant to travel to this once-thriving destination.

However, tourism officials are hopeful. With Pahalgam Gondola set for completion in the coming years, this will significantly enhance the area’s appeal, especially once the winter season begins. Tahir Wani highlighted that as new infrastructure is developed, tourism numbers will rise again, offering adventure sports, scenic views, and traditional experiences to visitors.

Sonmarg: The Hidden Gem of Kashmir

In addition to Gulmarg and Pahalgam, Sonmarg is also seeing increased interest. Known for its pristine beauty, Sonmarg is slowly becoming a winter tourism destination in its own right. The lush green meadows of Sonmarg transform into a winter wonderland during snowfall, with opportunities for trekking, snowshoeing, and sleigh rides.

• Snow Activities: As the snow blankets the valley, tourists flock to Sonmarg for its less crowded, peaceful atmosphere compared to other destinations like Gulmarg.
• Scenic Views: The dramatic Zojila Pass and views of the Kundal Shahi waterfall make Sonmarg a place of immense natural beauty, ideal for those looking to escape the crowds.

The Kashmir Tourism Department is keen on promoting Sonmarg as a winter destination, and with proper infrastructure and marketing, it is expected to see more visitors in the coming months.

Government’s Efforts to Revive Kashmir’s Tourism

The Jammu and Kashmir government has been hard at work to boost tourism in the region, particularly during the winter season. Plans have been devised to keep the three main tourist spots—Gulmarg, Sonmarg, and Pahalgam— fully operational, with increased safety measures and enhanced facilities to attract visitors.

• Winter Events: To coincide with the Christmas and New Year celebrations, the government has planned various events, including the Khelo India Winter Games, which are expected to be a major attraction for tourists seeking adventure and sports.
• Increased Security: Following the tragic events earlier in the year, the government has significantly increased security measures at tourist destinations to ensure the safety of visitors. A snow safety officer will be stationed in key areas, and snow patrol teams will be deployed to ensure the safety of tourists engaging in winter activities.

Challenges Ahead for Kashmir’s Tourism

Despite the positive signs, there are still challenges to overcome. The Pahalgam attack and the Delhi terror attack in November created a significant drop in visitor numbers, and it will take time for tourist confidence to fully recover. Tourism stakeholders like Akib Chaya, president of Hoteliers’ Club Gulmarg, remain cautious but hopeful. He emphasized that, although bookings have improved, the region is still a long way from returning to pre-crisis levels.

“For the last few months, we didn’t even see 10% bookings,” said Chaya. “Many people were struggling to make ends meet. But with winter approaching, we’re seeing a slow but steady return of tourists.”

Looking Ahead: The Future of Kashmir Tourism

Looking ahead, Kashmir is poised for continued growth in tourism, despite the challenges it faced earlier in the year. The improved connectivity through rail networks, along with the rise in bookings and growing international interest in winter sports, makes the future of Kashmir tourism promising.

Tourists from across India and abroad are increasingly turning their eyes towards Kashmir’s winter charm, with Gulmarg, Pahalgam, and Sonmarg offering unparalleled beauty, adventure, and cultural experiences. As security concerns subside and winter activities kick off, Kashmir’s tourism industry is expected to experience a full-fledged revival in the coming months.

Key Takeaways:

• Gulmarg leads Kashmir’s tourism recovery, with significant growth in bookings and an expected boost from snowfall.
• Pahalgam and Sonmarg are slowly seeing recovery, with future potential bolstered by new infrastructure and winter activities.
• The Jammu and Kashmir government is committed to promoting winter tourism with enhanced safety measures and a calendar of events.
• Tourism officials remain cautiously optimistic, expecting a slow recovery to pre-crisis levels.