Tourism has long been the lifeline of Jammu and Kashmir; a sector that sustains livelihoods and shapes the region’s identity in the eyes of the world. The past year has underscored both the resilience of this industry and the urgency of strengthening it further. Despite the shadow of terrorism-related incidents and the devastation of natural calamities, the Union Territory welcomed an impressive 1.78 crore visitors in 2025. This figure is not merely a statistic; it reflects the enduring allure of the Valley and the determination of its people to keep their doors open to travellers even in the face of adversity.
The challenges have been real and painful. Attack in tourist hub and floods that swept through villages and towns could easily have crippled the sector. Yet, the spirit of hospitality and the government’s confidence-building measures ensured that the flow of visitors did not falter. This spirit must now be matched with a vision that goes beyond survival. Tourism cannot remain seasonal or vulnerable to every disruption; it must be transformed into a robust, year-round industry capable of weathering both political and climatic storms.
The inauguration of a chrysanthemum garden in 2025, designed to complement the famed tulip bloom of spring, is a step in this direction. By creating attractions that define different seasons, the Valley is moving toward a model where tourism is not confined to a few months of predictable weather. Snowfall, once seen as a deterrent, is increasingly being embraced as an opportunity to expand winter tourism. Ski resorts and adventure sports can turn the harshest season into a magnet for visitors; provided infrastructure is upgraded to meet international standards. Roads must remain open, power supply uninterrupted, and communication networks functional even in the most testing conditions.
Infrastructure, in fact, is the backbone of this transformation. No tourist will return to a destination where basic facilities collapse under pressure. The floods of last year exposed the fragility of existing systems, reminding policymakers that investment in roads, drainage, electricity and healthcare is not just about local convenience but about sustaining the tourism economy. Upgradation of airports, better connectivity to remote destinations and eco-friendly lodging facilities are not luxuries but necessities if the Union Territory is to compete with global tourist hotspots.
Equally important is diversification. Pilgrim circuits in Jammu, adventure trails in Kashmir, and eco-tourism in tribal and border belts can ensure balanced regional growth. This approach not only spreads economic benefits but also reduces the pressure on traditional tourist hubs, making the industry more sustainable. The government’s plan to involve both public and private sectors in developing emerging destinations is a welcome move. Private investment brings innovation and efficiency, while public oversight ensures that development remains inclusive and sensitive to local communities.
Security, however, remains the elephant in the room. No number of gardens, festivals, or infrastructure projects can compensate for the fear that violence instils in visitors. Confidence-building measures must therefore go hand in hand with visible improvements in safety. Tourists need to feel protected, and locals need to feel secure enough to participate wholeheartedly in the industry. This requires not just vigilance but also community engagement, where stakeholders across society work together to project an image of stability.
The path ahead is demanding but promising. Tourism has already been accorded industry status, signalling its centrality to the region’s economic future. What is needed now is a sustained push; policies that prioritize infrastructure, projects that celebrate seasonal diversity, and initiatives that integrate local communities into the tourism narrative.