Excelsior Correspondent
SRINAGAR, Feb 18: The reopening of 14 previously closed tourist destinations in Jammu and Kashmir has raised hopes of a tourism revival ahead of the new season, Shameem Ahmad Shah, a national managing committee member of the Travel Agents Federation of India, said, urging Narendra Modi to encourage people to visit the region through his monthly radio programme Man ki Baat to help restore public confidence.
Speaking to Excelsior, Shah said the announcement by Lieutenant Governor Manoj Sinha on February 16 to reopen destinations that were closed after last year’s terrorist attack in Pahalgam was a “timely and much-needed decision.” “This announcement, coming just before the tourist season, sends a strong message that Kashmir is safe to travel. We had been requesting this for a long time, as closing of these places was sending negative signals,”Shah said.
He said the 2025 tourist season had “almost failed” after the attack, leaving hoteliers, transporters, tour operators and other stakeholders under severe financial stress. “There was huge pressure on the entire industry. This decision has given a much-needed breather to tourism in Jammu and Kashmir,” he said, thanking the Union Territory administration, the Chief Minister and the Central Government, including Union Home Minister Amit Shah, for their supportive approach.
Shah said rebuilding trust among tourists is now the biggest challenge. “If the Prime Minister says even a few words encouraging people to visit Kashmir, the entire nation will listen. A positive message from the top will be a game changer,” he said, adding that tourist numbers have dropped sharply compared to previous years.
On winter tourism, Shah said Gulmarg and Sonamarg were witnessing good occupancy, but the situation remained grim in Pahalgam and Srinagar, where hotel occupancy is estimated at around five per cent. “Gulmarg is a winter destination and is usually full. But Srinagar and Pahalgam are not doing well. Overall, we are far behind compared to January and February last year,” he said, adding that while enquiries have begun to pick up, it will take time for confidence to fully return.
Shah identified high airfares as a major hurdle to revival and called for improved rail and multi-modal connectivity, including better links via Katra and Jammu, to provide affordable travel options for middle-income families. “If a family of five has to pay Rs 15,000 per ticket, it becomes unaffordable. We must focus on budget-friendly transport,” he said.
He also said foreign tourist arrivals remain low due to global instability, though Kashmir is beginning to regain interest in some European and Asian markets. Shah urged the Government to strengthen participation in major international travel fairs and increase the size of delegations from Jammu and Kashmir to showcase that the region is open and ready for visitors.
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