Tourism, the lifeline of the economy of Jammu and Kashmir is back with a bang, having taken a crippling beating over the last two years due to the Covid pandemic.
Popular tourism spots like Gulmarg and Pahalgam are attracting tourists from across the country, especially from metros like Mumbai. It, therefore, comes as no surprise, that with threat of the Covid virus receding, about three to four thousand tourists are making a beeline for the popular ski resort of Gulmarg on a daily basis to enjoy both the paradise-like scenic environment and the hospitality of local Kashmiris.
We spoke to a couple of tourists from Mumbai and other places to get a sense of their comfort and joy.
“I am Kavir. I am having a lot of fun with the snow.”
Speaking to Brighter Kashmir while in the backdrop people were skiing and twirling around in the snow on their inflated and circular rubber tubings, taking video clips and photographs, she was asked whether she was enjoying herself, she replied “Yes”. Asking how she was feeling, she said: “Good”, adding, “I have done a lot of treks over here; I came from Belgaum to Gulmarg.”
Another tourist from Mumbai said: “We are really enjoying this moment; the people are very nice and we do not feel that we are in another city. Everyone here, the locals, are helping us and this is a wonderful place.”
Taking full advantage of the snow, the tourists were also seen taking part in thrilling snow sport races, including skiing.
“My name is Akshay Shah and I am from Mumbai. I have been in Gulmarg for the last five days and before this I had stayed for three days in Pahalgam. We are a total of 13 people, all friends. There are two things that are praiseworthy – one is obviously the beautiful scenery and second is the friendly nature of the local people, which to my mind scores better than the environment. It is so wonderful scenically, but in addition, the pleasant and helpful nature of the people is allowing us to enjoy it more. Even before there is a chance of facing a problem for us, the locals here came to our help and assistance.”
Tens of hundreds of people were seen indulging in skiing and hollering to others to join them.
Sheetal from Mumbai also said: “There is a good crowd here (Gulmarg); we are liking it here, we are enjoying it very much. The people are very nice here; we are really enjoying this very much. Whatever we have seen, first in Pahalgam and now in Gulmarg, we have found it very safe and have not experienced any difficulty.”
Asked what her message would be to the people from other areas of the country, a smiling Sheetal said: “It is really very cold here. In Mumbai, we just wear one layer of clothes; here we are wearing four layers and still feeling very cold.”
Another tourist we spoke to said that she too was also from Mumbai: She said: “I am from Mumbai and I am feeling very good to be here. This is a very beautiful place and the people here are also very helpful. We don’t feel like we are in another city. Everyone is helping us and this is really a beautiful place.
When we asked Sheetal whether she would like to give a message to people in other parts of the country, she said: “Everyone must come to Kashmir. I will go to the extent of telling everyone that they must plan to come here every year without fail. The people are very nice and so is the place.”
Both Akshay and Sheetal said instead of going to Europe, people should come to Kashmir.
“Don’t go to Europe,” both laughingly said in unison.
They also said that just come with warm clothing and the rest will be taken care of by the locals.
Wahid Bashir from Srinagar’s Lal Bazar area said: “I am feeling good, I am enjoying this time here. The government opened the club here yesterday and we enjoyed it very well.
When asked to comment on reports of hotels not being in good condition in Gulmarg and, what is the message for the government, Bashir said: “The government should open tourism huts across the region, even in Gulmarg.”
According to tourism department data, over six lakh tourists have visited the Kashmir Valley between April last year and now. Gulmarg, in particular, saw over three lakh visitors during the winter.
The rush of tourists to Kashmir has convinced the tourism department to make plans for the forthcoming seasons.
There is an expectation in the government that the pandemic will settle down some more from mid-February and that the tourist flow will go up then.
Gulmarg is draped in snow and many tourists are moving across the snow-clad slopes skiing and undertaking sledge rides.
The valley has experienced huge losses since 2020 because of the pandemic, but now there is hope of tourism taking off in the coming months.
According to a study carried out by the India Brand Equity Foundation (IBEF), in September last year, in 2019, foreign and domestic tourist arrivals stood at 57,920 and 16.16 million, respectively. In September 2020, an Rs.1, 350 crore economic package was announced in Jammu Kashmir to boost tourism and the other sectors.
In August 2021, another media report quoting the Srinagar Airport Authority, said that a total of 8,059 passengers travelled on 62 flights (31 arrivals and 31 departures), suggesting that tourism is in a boom phase.
The Government of Jammu and Kashmir is offering special discounts and other offers to tourists coming to the valley. Some new sites are being added and adventure tourism is also being promoted.