Srinagar: The Jammu and Kashmir Tourism Department has stepped up efforts to revive tourism in the Kashmir Valley after a sharp drop in visitor numbers following the Pahalgam terror attack.
With the New Year approaching and snowfall eagerly awaited, the department is hosting a series of winter events across the Valley to draw tourists back and reinforce Kashmir’s image as a safe and welcoming destination.
As part of this initiative, the Tourism Department organised a winter festival on the banks of Dal Lake, celebrating the spirit of the season and Kashmir’s cultural heritage. The event featured shikara rides, a floating exhibition, and live traditional music, creating a lively atmosphere despite the biting cold. The festival aimed to showcase Kashmir as a vibrant winter destination and encourage tourists to extend their stay.
Tourism Director Syed Qamar Sajad said the focus is on making visitors feel welcome and confident. He noted that tourists who visit Kashmir often become messengers of peace and goodwill, highlighting the region’s deep-rooted culture of hospitality. He added that similar programmes are being organised across popular tourist hubs, including Gulmarg, Pahalgam, and Sonamarg. The festival saw strong participation from both tourists and residents, with many enjoying music and cultural performances along Dal Lake.
Join us on 29th of December 2025 at Nehru Park Srinagar #jashn-e-wandeh pic.twitter.com/xSfL0Vs2p8
— Jammu & Kashmir Tourism (@JandKTourism) December 27, 2025
Tourists, too, expressed confidence in the region’s safety. Several visitors said they were travelling with families and planning trips to Gulmarg and Sonamarg, adding that isolated incidents should not define the Valley. Many praised the visible security arrangements and encouraged others to visit Kashmir.
The Valley is currently in the grip of Chillai Kalan, the coldest 40-day phase of winter that began on December 21. The Meteorological Department has forecast generally cloudy weather with light rain or snowfall in many areas around the New Year, with moderate snowfall likely in the higher reaches of north and central Kashmir.
Tourism officials say the expected snowfall could further boost travel, especially to ski and snow destinations such as Gulmarg and Pahalgam. After the downturn following the Pahalgam attack and Operation Sindoor, signs of recovery are now visible. According to the Tourism Department, tourist arrivals have begun to rise, with around fifty-five thousand visitors recorded so far this month. With New Year celebrations and winter events lined up, stakeholders are hopeful of a steady revival of tourism in the Valley.
