As autumn’s golden hush settles over the Valley and the chinars shed their last leaves, Kashmir’s tourism sector once again stands at a familiar juncture; visibly vibrant in bursts, yet structurally fragile. The recent inauguration of Bagh-e-Gul-e-Dawood, Asia’s largest Chrysanthemum Garden nestled in Srinagar’s Botanical Garden, is a welcome splash of colour in this uncertain landscape. Developed at a cost of Rs 1.869 crore and spread across 100 Kanals, the garden showcases over 30 lakh blooms from 50 plus varieties, offering a visual feast that stretches into early winter.
But the question remains: Can a garden alone shoulder the weight of an entire season’s tourism hopes?
Despite a promising start to 2025; with over 12 lakh tourist arrivals in the first four months; the Valley has seen a sharp dip in footfall post-autumn. Traditional destinations like Gulmarg, Sonamarg and Pahalgam, once bustling with activity, now echo with quiet. The reasons are manifold: limited winter infrastructure, affordability barriers and a tourism narrative still tethered to seasonal cliches.
The central government has taken note. Union Ministry of Tourism, under its Swadesh Darshan 2.0 initiative, has earmarked Kashmir as a priority destination for thematic tourism development. This includes funding for heritage circuits, eco-tourism zones and adventure hubs. Chrysanthemum Garden is part of this larger push to diversify offerings and extend the tourist calendar beyond spring and summer. Yet, symbolic gestures must be matched with structural reforms.
Winter tourism remains underdeveloped despite Kashmir’s natural advantage. Gulmarg has some infrastructure for snow sports, but accessibility and affordability continue to deter middle-income travellers. There’s a need for subsidized travel packages, improved connectivity and budget accommodations to democratize winter experiences.
Equally underutilized is cultural tourism. Kashmir’s rich tapestry of Sufi shrines, Mughal gardens, and artisan clusters offers immense potential for heritage walks, winter festivals and storytelling circuits. However, these remain underfunded and poorly marketed. A robust partnership between local communities, tourism boards and digital platforms could amplify visibility and engagement.
The urgent need is to address joblessness and revive the handicrafts sector. While schemes like PMKVY, Himayat, UMEED and Mission Youth are promoting entrepreneurship and vocational training, their impact must be scaled. Tourism can be a powerful employment engine; if young entrepreneurs are given access to micro-financing, incubation hubs and digital marketing support.
What’s needed is a paradigm shift; from viewing Kashmir as a seasonal postcard to positioning it as a year-round experiential destination. Each season in the Valley offers a distinct palette of stories: spring’s tulips, summer’s alpine treks, autumn’s chinar leaves and chrysanthemums, and winter’s snow-laced serenity. But to unlock this potential, we need investment not just in infrastructure, but in safety assurance, digital storytelling, and community-led tourism models.
For tourists, the message must be clear: Kashmir is open, evolving and ready to be experienced beyond peak seasons. For policymakers, the lesson is urgent: gardens bloom best when rooted in resilient ecosystems. Chrysanthemum garden is a step in the right direction; but it cannot bloom in isolation. As the Valley prepares for another quiet winter, let us not allow its beauty to hibernate. Let us instead build a tourism ecosystem that thrives in all seasons; nurtured by innovation, driven by youth and blossoming with opportunity.