Jammu and Kashmir seeing a tourism boom, here's why

Moreover, the silver screen also embraced the allure of Jammu and Kashmir, with more than 50 movies shot amidst its breathtaking vistas over the past year. This cinematic embrace, alongside the government's concerted efforts to foster stability, has proved instrumental in revitalising the tourism sector.

“We are witnessing a tourism boom post-COVID and after the abrogation of Article 370. Last year we had the highest-ever number which was 21.1 million in J&K and this year we are hopeful for more,” Raja Yaqoob Farooq, director of the Department of Tourism, Kashmir, said.

Diversification emerged as a key strategy, with emphasis placed on promoting rural and remote destinations, enriching the tourist experience while showcasing the region's cultural and natural heritage. Notably, border tourism received a significant boost, with concerted efforts from the army and tourism authorities to facilitate safe and immersive experiences for travellers.

Farooq said that since the abrogation of Article 370, Jammu and Kashmir has experienced a notable improvement in law and order, marked by a decline in incidents like stone pelting. "Tourists feel safe. The government has taken many initiatives like the F4 race and big launches and has been campaigning all over the world. We are also opening offbeat destinations like the border villages of Keran. We are also witnessing a rise in religious tourism," he said.

Local entrepreneurs dependent on tourism shared that there has been a palpable impact of improved law and order, crediting it for bolstering their businesses.

Shabir Ahmad, a third-generation Shikara rower, said the last three years have been good for his business. “Tourism has been good as has been earnings. This year many festivals happened, like kayaking and car racing, that pushed tourism. The government should do something about inflation. Air tickets are so expensive; if trains start from Kashmir, it will help a lot. 95% law and order is good now. The election should happen soon so that the law and order situation remains intact,” Ahmad said.

24-year-old Shahid Latif who manages his father’s shawl shop in the middle of Dal Lake said post-COVID the business has been good because tourists came in large numbers.

“We are expecting more tourists to come this year. Development has happened and that has pushed tourism. The election should happen because local government is important so that they can listen to people’s concerns. We want the government to focus on the development of the city. Big events like skating and races happen that bring more tourists to the city,” Latif said.