Pahalgam, Dec 31: After a prolonged period of subdued tourist activity, the picturesque hill resort of Pahalgam in south Kashmir’s Anantnag district has once again come alive with a significant influx of visitors on the occasion of New Year, bringing cheer to the local tourism industry.
According to tourism stakeholders, hotel bookings in the town have surged to nearly 60 per cent, marking a welcome turnaround as the ongoing Tourism Festival reaches its conclusion tonight.
The renewed rush of tourists coincides with the Tourism Festival organised by the Pahalgam Development Authority (PDA) in collaboration with various stakeholders, which kicked off on December 25 to project Pahalgam as a vibrant all-weather tourist destination.
The festival, featuring cultural programmes, local cuisine, music and recreational activities, is set to culminate tonight.
Local hoteliers said the New Year rush has brought much-needed relief after months of uncertainty.
“For a long time, business remained dull after the attack in April 2025. This New Year has brought hope. Around 60 per cent of rooms are booked, and walk-in inquiries are still coming,” said a hotelier in Pahalgam. He added that tourists from Maharashtra, Gujarat, Delhi and neighbouring states are arriving in good numbers.
Chief Executive Officer of PDA, Hilal Ahmad, said the encouraging tourist response reflects growing confidence in Kashmir as a safe and attractive destination. “Our aim through this festival was to revive winter tourism and promote Pahalgam as an all-weather destination. The response we are witnessing, especially during the New Year, is very encouraging,” he said.
Ahmad said the week-long event was formally inaugurated by a six-year-old girl from Mumbai to convey a powerful message of inclusivity. “We wanted to send out a clear message that tourists are an integral part of us. Pahalgam welcomes everyone with open arms, and this symbolic gesture reflects our warmth and hospitality,” he said.
The CEO appreciated the collective efforts of local stakeholders in reviving tourism. “Hoteliers, ponywalas, tour guides, shopkeepers and residents have all played a crucial role. The people of Pahalgam have always stood at the forefront in welcoming tourists, and their participation is key to sustainable tourism,” he added.
Ahmad said efforts are also underway to further diversify winter tourism by introducing snow-based activities, particularly in Betaab Valley. “We are exploring snow sports and other winter attractions so that tourists have more reasons to visit Pahalgam even during the colder months,” he said.
Tourists visiting the town expressed delight over the festive atmosphere and natural charm. “We wanted to celebrate the New Year somewhere peaceful and beautiful, and Pahalgam has exceeded our expectations. The festival, snow-clad mountains and hospitality are amazing,” said a tourist from Mumbai.
Local ponywalas and vendors also echoed similar sentiments. “For us, tourists mean livelihood. After a long dry spell, seeing visitors again gives us hope that better days are ahead,” said a ponywala at Lidder Valley.
With the main festival event scheduled to conclude Wednesday night, stakeholders remain optimistic that the New Year rush will set the tone for a stronger winter tourism season ahead.
As music, cultural performances and celebrations mark the final day of the festival, Pahalgam once again stands vibrant—reaffirming its place as one of Kashmir’s premier tourist destinations throughout the year—(KNO)
