2 weeks Ago By Anjali Jhangiani, Joy Sengupta, Priya Kothari
1 2 Pune: Travellers have over the past decade been thronging into Kashmir to experience Srinagar 's tranquil lakes and Mughal gardens, Gulmarg 's ski slopes and gondola rides, Pahalgam 's scenic hiking trails, and the serenity of snow-capped mountains. These attractions offer a cherished escape from the sweltering heat and a refreshing antidote to the hot concrete jungles of Mumbai and Pune and their choking pollution. The ongoing tulip season also drove thousands to this ‘heaven on earth' early this year, making Kashmir more than a postcard dream.
There has been a strong demand in the last three years from Pune and Mumbai residents to spend time in colder places like Kashmir, said Dushyant Desai, joint secretary, western India region of the Enterprising Travel Agents Association. "During school vacations, it becomes especially popular with families and group trips." Desai said better infrastructure, policies by the Jammu and Kashmir govt, and the welcoming attitude of local residents steadily boosted the region's appeal as a summer destination, until Monday's terrorist attack in Pahalgam that prompted travellers to start cancelling their plans.
Amit Mhatre, a Pune-based travel agent, attributed the surge in visitors to the improved law and order situation since the early 2000s and Centre's tourism promotion initiatives. Munira C, a resident of Mumbai, who visited Kashmir earlier this month, said the landscapes were stunning, the people were hospitable, and she felt safe. "We booked the hotel much in advance.
However, after this attack, I am scared to visit again." Many visit there in April just to enjoy the snow, said Shreeram Patel, secretary general of Travel Agents Association of India. "Snow will be visible in Pahalgam for the next 15 days.
Travellers were confident because there had never been attacks on tourists. But now, that confidence has shattered." Sameer Baktoo, chairman of the J&K chapter of the Travel Agents Association of India, said 99.
9% of local residents are dependent on tourism. "April to June is the peak season, but we have tourists throughout the year." A senior tourism ministry official in Kashmir told TOI, "We will try to take concrete measures to ensure tourists come back to Kashmir.
" Alaap Modi, who runs Ahmedabad-based Ajay Modi Travels, said they organise trips for 15,000 tourists every year, but now many of their tours have been diverted to places like Leh Ladakh, etc. The stability in Kashmir has resulted in the improvement of connectivity, said Nilesh Bhansali, owner of Devam Tours and Travels and president of the Travel Agents Association of Pune. "The Centre focusing on the region and pushing for the revival of tourism has had a positive impact, resulting in more tourists coming in.
" Last month, chief minister Omar Abdulla, who is also in charge of the tourism department for Jammu and Kashmir, announced that Rs35.08 crore had been allocated in the last two financial years for the promotion, advertisement, and related activities. He also highlighted the big boost to the tourism industry with an influx of 23,590,081 tourists in 2024 and 21,180,011 tourists in 2023, marking an 11% increase year-on-year.
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