Srinagar, Oct 21: As Kashmir prepares for the winter tourism season, Gulmarg, Pahalgam and Sonamarg continue to remain the valley’s most prominent winter destination, attracting visitors with its snow-covered slopes, skiing facilities and scenic landscape. However, the concentration of winter tourism around a handful of established destinations has renewed calls for developing and promoting other parts of the valley.
From Doodhpathri and Yusmarg to Gurez, Uri, Drung and Peer Ki Gali, Kashmir has several destinations with the potential to attract winter tourists. However, stakeholders say their ability to sustain tourist activity during the colder months will depend on reliable road connectivity, adequate accommodation, winter recreational activities and sustained promotional efforts.
Tourism stakeholders believe that diversifying winter tourism beyond established destinations could help ease pressure on popular tourist spots, create employment opportunities for local residents and extend the economic benefits of the season to more areas.
“These traditional places have become overcrowded and need to be decongested. They witness tourists rush beyond their carrying capacity. That is why I believe new destinations should also be explored and promoted for winter tourism,” said Farooq Kuthoo, president of the Travel Agents Association of Kashmir (TAAK).
He stressed that the development of new destinations should be guided by environmental considerations.
“The new spots should be promoted as eco-friendly destinations, keeping their environment in mind,” he said.
Road connectivity remains one of the major factors determining whether a destination can attract tourists during winter. Heavy snowfall, icy roads and weather-related disruptions can make travel difficult, particularly in areas where snow clearance, accommodation and emergency support arrangements are inadequate.
Haji Mohammad Shafi, president of the Market Association Uri, said the town could benefit significantly if it were developed and promoted as a winter tourism destination.
“If Uri is promoted as a winter tourism destination, it will be a great step. But the government should also ensure facilities such as accommodation and other basic amenities so that more tourists visit the area. This will give a boost to hoteliers and restaurants in Uri,” he said.
While Gulmarg has established winter tourism infrastructure, stakeholders believe other destinations require targeted investment and planning to ensure safe access and adequate facilities during periods of heavy snowfall.
“Tourists want to experience snow, but they also want to know whether roads are safe, hotels are operational and transport is available. Unless these basic arrangements are reliable, it becomes difficult for travel operators to promote a destination confidently,” said Tariq Rashid Ghani, vice-president of the Jammu and Kashmir Hoteliers Club.
He identified Drung, Doodhpathri, Manasbal, Gurez and Peer Ki Gali among the places that could be developed for winter tourism.
“Tourists want to explore these places, but they also expect facilities. The government must develop these destinations while ensuring that the environment is not degraded,” he said.
Rauf Tramboo, president of the Adventure Tour Operators Association of Kashmir (ATOAK), said promoting new destinations would require a clear focus on accessibility and winter activities.
“We are also working to promote these areas. People want to explore new places as part of winter tourism. If Gurez remains accessible, we can promote it and develop skiing slopes there. For some areas, the government can also explore helicopter services to help tourists reach them safely,” he said.
Beyond conventional tourism, stakeholders believe that promoting lesser-known destinations could also create opportunities for film shoots and other winter-related activities.
Mushtaaque Ali Ahmad Khan, a prominent filmmaker from the valley, said destinations such as Gulmarg, Pahalgam and Sonamarg had established themselves as leading winter tourist spots because of their snow, accommodation and tourism infrastructure.
“Other destinations also have immense potential, but they need similar attention in terms of infrastructure, activities and promotion,” he said.
He added that promoting new locations could also attract film productions to different parts of Kashmir.
However, Joint Director Tourism Kashmir Waseem Raja told Rising Kashmir that the department was working to identify and promote unexplored destinations to diversify winter tourism.
“We are looking at untapped locations where tourists can explore new experiences. We are exploring ways to promote Doodhpathri, while Sonamarg is also being promoted following the construction of the tunnel. We also want to reduce the rush at places like Gulmarg during winter,” he said.
