As winter has set in Kashmir, the winter sports lovers, both national and international, are eyeing towards the world famous slopes of Gulmarg. Though the tourism department is always beating its drums for promoting the state at national and international level, they are still in slumber to announce a programme. It seems the department despite making frequent foreign trips where millions are spent on promotion, failed to recognize the economic potential of winter sports to the place. Kashmir’s apathy is instead of taking professional who could have stressed on using winter sports as a pivotal tool in promoting the valley on international map and divulging the strategies for promoting the world famous place, seem indifferent towards their roles. Given the volatile situation in Kashmir, the tourism sector was literally crushed due to the present circumstances. Kashmir, being a tourist destiny, has a large part of population associated with this sector. Due to the political instability, Kashmir has lost number of tourist seasons to turmoil that had a terrible impact on the economy. Tourism has been an important component of Jammu and Kashmir economy. Keeping the economic value of winter sports in view, the governments in past used to host number of winter sports at famous tourist spots of Kashmir. For example the government in 2004, hosted 4th National Winter Games, which was a grand success. That event not only benefited our economy but provided a huge boost to our tourism industry. Likewise, in year 2003, another event was able to attract more than 2,00,000 tourists in which 70,000 tourists visited Gulmarg alone. Also, in first half of year 2004 nearly 3, 00,000 tourists visited these spots destinations. If the government is able to host again events such as mentioned above it will again attract a good number of tourists to the valley. Given the tumult history of Jammu and Kashmir, organising more events like these will be important not only from political perspective but economical perspective as well. If such events pick up well we may see some economic activity kicking off again. If the concerned departments make adequate arrangements, Kashmir can become a permanent winter destination. This can prove highly beneficial to the business fraternity in Kashmir.