Kashmir’s winter tourism is showing signs of recovery as tourists return to Gulmarg and Srinagar ahead of Christmas and New Year celebrations, encouraged by fresh snowfall and improved travel sentiment. Popular destinations that remained relatively quiet for much of the season are once again witnessing movement, bringing cautious optimism to those dependent on tourism for their livelihoods. Gulmarg, the Valley’s flagship winter destination, has recorded a steady rise in footfall following snowfall in its upper reaches. Ski slopes, gondola stations, hotels and market areas have become noticeably busier, offering a sharp contrast to the lull seen in recent months. “This is the first real improvement we are seeing this winter,” said Imtiyaz Ahmad, a hotelier in Gulmarg. “Occupancy is still not at full capacity, but the festive rush and snowfall have brought much-needed relief after a long period of uncertainty.” Another hotel owner, Majid Yousuf, said winter sports and snow-based activities have played a key role in drawing visitors. “Tourists are coming for skiing and snow activities. Business remains below peak levels, but confidence is gradually returning,” he said. In Srinagar, hotels and traditional houseboats are also reporting improved occupancy, particularly for the Christmas–New Year period. Hoteliers said bookings have picked up over the past week, with many tourists opting for short stays. “Currently, we are seeing around 50 percent occupancy,” said Faisal Ahmad, a hotelier near Boulevard Road. “This is a positive development, as enquiries were very low earlier in the season. The festive period has encouraged tourists to travel again.” Markets across Srinagar, including Lal Chowk, Residency Road and the Dal Lake boulevard, remained busy as visitors shopped for handicrafts, shawls and winter apparel. Several hotels have planned modest, family-friendly Christmas and New Year Eve celebrations, keeping safety and comfort in focus. “Yes, tourist flow has increased over the past week, and this is definitely a good sign,” said Lateef Ahmad, a dry fruit seller at Maharaja Bazar. “Tourists are spending time in the markets, which helps local businesses.” The renewed movement follows months of subdued tourism activity earlier this year, after Pahalgam attack in which 27 tourists, including one local was killed and also led to widespread cancellations and dampened travel sentiment across the Valley. Stakeholders say the current uptick is the first sustained improvement since then. The revival has also brought relief to those directly dependent on tourism. Javid Ahmad, a tourist taxi driver, said bookings for hotels and cabs have increased after the snowfall. “Advance bookings are going up, and we are hopeful that the rush will grow further in the coming days,” he said. Tourists visiting the Valley have responded positively to the winter experience. Drishti, a visitor from Delhi, said witnessing snowfall in Gulmarg was memorable. “We came to experience snow and enjoy winter activities. Gulmarg was beautiful, and the experience was unforgettable,” she said. Vinay, a tourist from Hyderabad, said destinations like Gulmarg are drawing visitors despite rumours on social media. “I experienced snowfall in Gulmarg, and the place is stunning. The hospitality here is excellent, and tourists should definitely visit during winter,” he said. Chief Executive Officer of the Gulmarg Development Authority, Tariq Ahmad, said tourist arrivals have risen following snowfall in Gulmarg and the Drung waterfall area near Tangmarg. “Snow-related activities have increased, and we expect further growth around the New Year. Another spell of snowfall will boost arrivals even more,” he said. Tourism officials said security and traffic management arrangements have been strengthened at key locations to ensure smooth movement during the peak winter period. They expressed hope that the festive-season rush will help stabilise the tourism economy and lay the foundation for a stronger winter and spring season.