Srinagar, October 29, 2025 – In a strategic move to diversify and extend Kashmir’s winter tourism offerings, the Jammu and Kashmir government has set its sights on Sonamarg, aiming to replicate the success of the renowned ski resort Gulmarg by introducing winter sports and vibrant festivals. This initiative, announced in the Legislative Assembly on Tuesday, is poised to transform the snow-capped meadows of Sonamarg into a year-round adventure hub, bolstering the region’s economy and drawing global adventurers amid the Valley’s crisp autumn transition.Tourism Minister Sarmad Hussain, responding to a query from MLA Mian Mehar Ali, detailed the comprehensive efforts underway to elevate Sonamarg’s winter appeal. “The tourism department has launched a series of targeted initiatives to promote winter sports and festivals in Sonamarg, inspired by Gulmarg’s thriving model,” Hussain stated, emphasizing the goal of creating a more inclusive winter tourism circuit that spans multiple destinations.
These plans include developing ski slopes, ice-skating rinks, and snow trekking trails, alongside cultural festivals featuring local Kashmiri folk performances and adventure events to captivate visitors.This push aligns seamlessly with recent infrastructure milestones, notably the inauguration of the 6.5-km Z-Morh Tunnel earlier this year by Prime Minister Narendra Modi on January 13. The all-weather connectivity has already revolutionised access to Sonamarg, keeping the destination open during harsh winters and averting closures due to avalanches on the Hung stretch. Early 2025 data reflects the impact: over 133,000 tourists flocked to Sonamarg between January and March, including a notable uptick in international visitors, with January alone seeing more than 56,000 arrivals—53,676 domestic, 1,114 foreign, and 1,220 locals.Chief Minister Omar Abdullah, who holds the tourism portfolio, hailed the developments as a “game-changer” for central Kashmir during a recent assembly session. He revealed that the tourism ministry has invested over ₹500 crore in infrastructure upgrades over the past two years, with ₹50.5 crore allocated for promotional campaigns—of which ₹42 crore has been effectively utilized. “Sonamarg’s integration into the winter circuit will not only diversify experiences but also spotlight offbeat gems like Gurez and Bangus, fostering sustainable growth,” Abdullah noted, underscoring the government’s vision for J&K as a premier all-season destination that welcomed a staggering 40 million tourists in the last two years.
Local stakeholders echo the optimism. Irfan Shah, a prominent tour operator in Sonamarg, anticipates a surge in job opportunities for youth in adventure tourism. “With ice-skating facilities already operational and the tunnel ensuring seamless access, Sonamarg is on track to become a major winter sports hub,” Shah remarked. Hoteliers and shopkeepers foresee enhanced livelihoods, as the extended season promises sustained revenue streams beyond summer peaks.The Sonamarg Development Authority (SDA) is at the forefront, having constructed a state-of-the-art ice-skating rink that has quickly become a crowd-puller. Coupled with guided snow treks and ski circuits, these amenities are designed to sustain momentum, with tourism officials planning curated experiences to attract eco-conscious travelers. As J&K leverages its natural bounty—from alpine vistas to frozen rivers—these efforts position Sonamarg as a cornerstone of an expanded winter tourism ecosystem, blending adventure, culture, and serenity for visitors year-round.
