Tourism’s Golden Run

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12 May 2026

Jammu and Kashmir’s tourism story over the past decade is not merely about numbers; it is about revival, resilience, and renewed confidence. Nearly 13 crore tourist visits between 2016 and 2025 mark a remarkable transformation in the Union Territory’s economy and image. From the setbacks of terrorism, interruption caused by the Covid pandemic and the Pahalgam attack, tourism sector has rebounded with unusual force, placing J&K firmly among India’s most attractive travel destinations. The official figures are striking. From just under 13 lakh tourists in 2016 to over 2.35 crore in 2024, the rise has been extraordinary. Even the slight dip in 2025, with 1.77 crore visitors, does little to weaken the larger trend of sustained growth. Improved highways, better air connectivity, upgraded infrastructure, and aggressive promotion have all helped drive this surge. More importantly, tourism has once again become a key source of livelihood for thousands of families across J&K. For hotel owners, taxi operators, shikara walas, artisans, restaurateurs, and small traders, this boom has meant business, income, and hope. The ripple effect of tourism on the local economy is undeniable. It has revived markets, generated employment, and reinforced the importance of peace and stability in shaping economic opportunity. The steady rise in foreign tourist arrivals also signals that J&K is regaining international attention as a destination of extraordinary natural beauty and cultural richness. But every success story carries a warning within it. The pressure on major tourist destinations such as Srinagar, Gulmarg, Pahalgam, and Sonamarg is visibly increasing. Overcrowding, waste generation, environmental degradation, water stress, and unplanned construction threaten to damage the very assets that attract visitors in the first place. If tourism grows without ecological discipline, today’s achievement could become tomorrow’s crisis. That is why the next phase of tourism policy in Jammu and Kashmir must focus not only on expanding numbers but on managing them wisely. Promoting lesser-known destinations, strengthening eco-tourism, encouraging rural and border tourism, and enforcing strict environmental safeguards are no longer optional. They are essential. The tourism boom is a welcome chapter in J&K’s economic journey. But the true measure of success will not be how many tourists arrive. It will be whether J&K can preserve its mountains, lakes, meadows, and cultural identity while creating lasting prosperity for its people. Growth must not come at the cost of the paradise it celebrates.