Srinagar, Jan 03: Post 2019 , the surge in tourism in Jammu and Kashmir has boosted employment and business opportunities in Tangmarg and Gulmarg tourist destinations with a large number of youth setting up their own enterprises.
During the past five years, the growth of the tourism industry has fueled youth entrepreneurship with an increasing number of young individuals pursuing opportunities in the hospitality sector and opened different types of ventures.
Sajad Ahmad, a 30-year-old graduate from Kalantra village near Babareshi, has turned his passion into a thriving enterprise by operating a snow bike in Gulmarg.
“The response from tourists has been fantastic,” Sajad said, adding that snow biking has inspired many local youth to venture into similar businesses.
“Since 2019, the tourism boom has further accelerated these opportunities. While concepts were already there, the surge in visitors gave people the confidence to pursue them. Many have also opened shops and cafés, bringing a vibrant energy to the area,” he said.
Over the years, tourism has expanded to nearby places in Gulmarg, with new destinations being explored, creating employment for local youth.
Sajad is one of nearly 100 young individuals who operate snow bikes, which have become a key source of livelihood for many in the region, reflecting the growing entrepreneurial spirit in Kashmir’s winter wonderland.
Mudasir Ahmad, a young entrepreneur from the Tangmarg area, ventured into the adventure tourism business in 2019, driven by the pressing issue of unemployment.
“There was no other option left for us. Unemployment became the key motivator for starting something of our own,” he said.
Reflecting on the shift in the tourism landscape, Mudasir said, “Before 2019, the tourist flow was limited and visitors often came amid concerns and threats. However, post-2019, things have significantly changed. Tourism has received a major boost, and now tourists arrive with proper plans, staying longer and exploring multiple destinations in the region.”
As an adventure tour operator, Mudasir organizes trekking expeditions and various outdoor activities across the valley. His initiatives have not only created a sustainable livelihood for himself but have also generated employment opportunities for many others connected to the tourism industry.
His story highlights how adventure tourism is becoming a growing sector, offering a lifeline to the local economy while showcasing the natural beauty of the valley.
There has been a significant tourism boom in Tangmarg, Gulmarg, Drung, Sranz Waterfall, other less-visited destinations, transforming these areas into popular tourist spots.
Javid Ahmad, a graduate turned shopkeeper in Gulmarg believes that tourism has become a vital livelihood option for unemployed youth in Jammu and Kashmir amid rising employment challenges.
“We have to work hard in this field, as our efforts directly impact tourist arrivals,” he said. “I also believe that Kashmir offers unparalleled hospitality, which is one of the key reasons why visitors prefer to come here,” he said.
A senior officer in the office of Assistant Director, Tourism, Gulmarg, said there has been a significant boom and it’s encouraging to see growing involvement of youth in the tourism sector.
“There has been a significant boom, and it’s encouraging to see people connecting and young individuals entering this field,” the official said.
He stressed the importance of diversification within the industry. “People should explore different avenues instead of everyone focusing on one area. Each sector has a limited carrying capacity,” he said and urged for a sustainable approach to the sector’s growth.
Recently, the Tourism Department in Gulmarg issued a notice to implement the “One Person, One Trade” policy in the world-famous Ski Resort. The unique move aims to ensure equal earning opportunities for all service providers operating in the area.
As per the official, the government is going to expand the limited ski resort in Gulmarg and add to its capacity to attract more ski lovers from different corners of the world.
