Mohammad Hanief
With snow-draped peaks, serene lakes, sacred shrines, and heritage woven into everyday life, Jammu and Kashmir remains one of India’s most captivating regions-a land where nature whispers stories and culture thrives with deep-rooted grace. As tourism reclaims its place amid rising peace and infrastructure, the region is experiencing a renewed interest from travellers both domestic and international. The “Crown of India,” as it’s often called, is once again open to exploration, wonder, and soul-searching adventure.
Kashmir Valley, known for its breath taking scenery and poetic landscapes, has long been symbolic of romance, reflection, and resilience. Once the muse of poets and filmmakers, the Valley is experiencing a renaissance in footfall thanks to targeted tourism campaigns and improved travel accessibility.
In Gulmarg, the snow stays long enough to satisfy both amateur and professional skiers alike, with Asia’s highest ski lift offering unparalleled alpine experiences. The summer months transform the area into a lush expanse dotted with wildflowers, making it ideal for hiking and golfing on one of the highest courses in the world. Pahalgam offers river rafting down the Lidder, scenic picnic spots, and trails that wind through pine forests and pastures where shepherds still tend flocks.
Further north, Sonamarg-literally “Meadow of Gold”-glitters with glacier-fed streams and valley views that stretch into eternity. Trekkers heading toward the Thajiwas Glacier or embarking on longer expeditions into Zojila Pass often find themselves lost in the hypnotic beauty of the place.
And then there’s Srinagar, the beating heart of the Valley. Here, Dal Lake plays host to floating vegetable markets at dawn and reflective houseboat dinners at dusk. Nigeen Lake, the quieter sibling, offers a retreat for those craving solitude. Narrow alleyways wind through old city bazaars, where saffron, spices, and handwoven shawls fill the air with scent and story.
While Kashmir enchants with scenic brilliance, Jammu-known as the “City of Temples”-holds deep spiritual significance. For many pilgrims, a journey to Vaishno Devi, nestled in the Trikuta Mountains, is a lifelong dream fulfilled. The 13-kilometer trek from Katra combines devotion, endurance, and the reward of spiritual serenity upon reaching the cave shrine.
In the old quarters of Jammu, temples like RaghunathMandir, Ranbireshwar Temple, and Peer Kho Cave Temple showcase the architectural richness of Hindu traditions while offering havens of calm amid bustling city streets.
Religious tourism in the region is not limited to one faith. Shrines like the Hazratbal Mosque and Charar-e-Sharif in Kashmir carry immense reverence for Muslim travellers, while Ladakh’s monasteries, though administratively separate today, continue to complement the region’s spiritual mosaic. Whether one seeks silence in prayer halls or insight through guided heritage tours, Jammu and Kashmir offers a journey inward as much as outward.
To walk through the local bazaars of Srinagar or Leh is to step into a living museum of art and tradition. Generations of artisans continue to weave Pashmina shawls, embroider Kani silks, and carve walnut wood furniture, preserving skills that have passed down over centuries.
Papier-mâché, a specialty of Kashmiri craftsmanship, adorns jewellery boxes, lamps, and decorative plates with intricate floral patterns inspired by Mughal gardens and Persian art. These aren’t mere souvenirs-they’re cultural heirlooms.
Food, too, plays a central role in cultural immersion. A traditional Wazwan-the multi-course Kashmiri feast-is an experience in itself. From rich Rogan Josh and creamy Gushtaba to fragrant Yakhni and spiced Kahwa, each dish tells a story of hospitality, regional ingredients, and culinary artistry.
In Ladakh and high-altitude villages, momos, thukpa (noodle soup), and butter tea bring warmth and sustenance to travelers and locals alike.
Festivals such as Navratri in Jammu, Eid in Kashmir, and Hemis Festival in Ladakh fill the calendar with colour, music, and tradition. Travellers who coincide their visits with these events are treated not only to spectacle but to the deep communal bonds that define life in the region.
Tourism plays a pivotal role in the economic landscape of Jammu and Kashmir. According to recent figures from the tourism department, the region welcomed over 2 million visitors in the past year, with expectations for this number to double by 2026.
Air connectivity has vastly improved, with frequent flights operating to Srinagar, Jammu, and even Leh during peak seasons. Road networks, once restricted by weather and terrain, are being expanded and modernized. The Udhampur-Srinagar-Baramulla rail project aims to facilitate safe and scenic travel across the region, offering panoramic views along the way.
Increased footfall has led to the growth of homestays, boutique hotels, and eco-resorts, providing employment opportunities for thousands. From taxi operators and tour guides to handicraft merchants and culinary experts, tourism has helped inject vitality into local livelihoods.
Moreover, the launch of community-based tourism programs in villages like Gurez, Yusmarg, and Drass ensures that rural voices are heard and involved in shaping visitor experiences.
Despite these gains, challenges remain. Environmental concerns such as pollution in Dal Lake, erosion of fragile mountain trails, and waste disposal in tourist hotspots have prompted calls for sustainable travel practices. Strict guidelines now govern trekking expeditions and water sports, while awareness campaigns stress the importance of eco-friendly choices among tourists.
However, recent years have seen stability, and locals-from houseboat owners in Srinagar to shrine caretakers in Jammu-continue to extend warmth and reassurance to visitors.
“Tourism is our pride and livelihood,” says Bashir Ahmad, a third-generation shikara boatman. “All we ask is for guests to come with open hearts and return with full ones.”
Efforts to diversify tourism in J&K are now underway. Beyond the standard itineraries, travellers are encouraged to explore offbeat destinations like Bangus Valley, Mughal Road, and Surinsar-Mansar Lake.
Adventure tourism is booming with opportunities for snow biking, paragliding in Patnitop, rafting in Lidder, and mountain biking across the Zanskar range. New policy frameworks are also supporting film tourism, with recent Bollywood and regional films reigniting interest in Kashmir as a backdrop for storytelling.
Digital platforms have emerged as key players in promoting lesser-known destinations. Influencers, travel vloggers, and heritage bloggers are collaborating with local businesses to create authentic content that demystifies the region and highlights its offerings.
Meanwhile, heritage villages-curated for immersive experiences-offer curated activities such as handloom workshops, folk music performances, and organic farming demonstrations, showcasing a side of Jammu and Kashmir rarely seen in brochures.
As the first rays of morning touch the snowlines of Sonamarg or ripple through Dal Lake’s reflections, the timeless allure of Jammu and Kashmir becomes apparent. It’s more than a destination-it’s a story in progress. A land of contrast and harmony, resilience and celebration.
Whether you’re scaling a glacier, offering prayers in a mountaintop temple, or simply sipping Kahwa as the sun sets behind chinar trees, you are part of that story.
And so, the region continues to beckon: to those seeking spiritual solace, to those drawn by natural grandeur, to those who dare to see the world not just in colours, but in cultures.Jammu and Kashmir isn’t merely open for tourism-it’s open for transformation.
