Srinagar — Often referred to as the “Paradise on Earth,” Kashmir has long captivated travelers with its breathtaking landscapes, snow-capped peaks, serene lakes, and rich cultural tapestry. As tourism bounces back post-pandemic, the region has witnessed a significant influx of domestic and international tourists, bringing renewed economic momentum to Jammu and Kashmir’s tourism sector.
According to the J&K Tourism Department, over 2 crore tourists visited the Union Territory in 2024, a record-breaking number that has provided livelihood opportunities to thousands of people engaged in hotels, transport, handicrafts, adventure sports, and food services. Destinations like Gulmarg, Pahalgam, Sonamarg, and Srinagar remain top favourites, while offbeat locations such as Bangus Valley and Doodhpathri are also gaining popularity.
However, this boom in tourism has also raised pressing concerns about environmental sustainability. Increased footfall has led to a surge in waste generation, deforestation, and pressure on fragile ecosystems. Local stakeholders and policymakers are now emphasising the need for eco-tourism practices, regulated construction, and community-driven conservation efforts.
The Jammu & Kashmir government is working toward implementing a sustainable tourism policy, focusing on responsible travel, preservation of natural heritage, and promotion of green infrastructure. Awareness campaigns are also being launched to engage tourists in maintaining cleanliness, respecting local customs, and minimising their carbon footprint.
For Kashmir to thrive as both an economic hub and ecological haven, the road ahead lies in balancing tourism development with nature preservation—ensuring that the true beauty of the valley remains untouched for generations to come.
