Gulmarg, October 2, 2026– Visitors from South Africa have returned from Gulmarg with warm memories of Kashmir, praising the Valley’s natural beauty, sense of peace and the hospitality of its people. Their wish to visit again, observers say, speaks louder than any promotional campaign.
Gulmarg, whose name means “meadow of flowers”, has long been among the best-known destinations in Jammu and Kashmir. With sweeping meadows, pine forests and snow-covered slopes, the resort draws visitors through the year, from summer walkers to winter skiers. For the South African guests, the setting was a clear highlight, and they were captivated by the scenery that frames the town.
Beyond the landscape, visitors spoke of the calm they found in the Valley. For travellers coming from far away, a sense of safety and peace is as important as the sights, since it shapes how comfortably they explore, interact with locals and enjoy their stay. Their positive experience reflects a changing perception of Kashmir among international tourists, many of whom arrive with images formed by older headlines and leave with a different picture.
Hospitality, long a hallmark of Kashmiri culture, also stood out. From hoteliers and guides to ski instructors, pony operators and shopkeepers, thousands of families in Gulmarg and nearby areas depend on tourism. The warmth they extend to guests is a large part of why many visitors feel welcome and want to return. In an industry driven heavily by word of mouth, such goodwill carries real economic value.
The wish to return is perhaps the strongest endorsement. Repeat visits and personal recommendations are among the most reliable ways a destination builds its reputation overseas. A traveller who shares photographs, stories and advice with friends and family at home can influence the plans of many others. This is especially valuable for a destination trying to widen its international audience.
The visit also points to the growing global appeal of Kashmir as a travel experience. Gulmarg offers skiing and snowboarding in winter, and gentle trekking, golf and scenic rides in the warmer months. Its high-altitude gondola is among the best known in the region, and the surrounding landscape suits photographers, adventure seekers and families alike. Such variety makes the resort attractive to visitors of different countries and age groups.
Tourism has a direct bearing on livelihoods across the Union Territory. Hotels, transport operators, handicraft sellers, food businesses and adventure service providers all benefit when visitor numbers rise. International tourists, who tend to stay longer and explore more widely, add further value. Each positive account from abroad strengthens the case for Kashmir as a year-round destination rather than a seasonal one.
The social media message accompanying the visit, carrying the hashtag #BadaltaKashmir, captures this mood of change. It presents the Valley’s evolving image as something visitors can see and feel for themselves instead of something they are merely told. Whether that change deepens will depend on continued attention to safety, infrastructure, cleanliness and service quality, all of which shape the experience of tourists and their willingness to return.
For now, the message from Gulmarg is simple. When guests from thousands of kilometres away say they want to come back, it suggests the Valley is doing something right, and that Kashmir’s story is increasingly being told by the people who visit it.
