Kashmir tourism industry, which was sulking because of fewer tourist arrivals last year, see in Wednesday’s snowfall a possibility for a spurt in tourist rush.
While tourists in large numbers thronged Gulmarg to celebrate New Year and Christmas recently, Wednesday’s snowfall has spread optimism among tourism industry for seasons ahead.
The kashmir-based hotel industry, which has been complaining of very low occupancy during 2018, saw almost full bookings in Gulmarg recently.
Snowboarding, heli-skiing and ice-skiing enthusiasts along with leisure tourists who come to experience the snow are now showing interest to visit the Valley, say tourism players.
PHD Chamber (Kashmir chapter) chairman Mushtaq Chaya told Greater Kashmir that tourist bookings, which have picked up since Christmas and New Year holidays, are expected to go further up in coming days.
In order to promote Kashmir, a road-show event will be held by J&K Hoteliers Club in Mumbai on January 24, Chaya said.
“Governor’s advisor will be leading the promotional event to spread a positive word about Kashmir,” he said.
The spurt in tourist footfalls of late has also helped Gulmarg ropeway Gondola to witness a sharp increase in its revenue generation.
“We had more than 24,500 tourists and locals board the Gondola in December 2018 which is almost 40 per cent more than the number of passengers we had in December 2017. This helped us generate Rs 2.16 crore revenue in this most-brisk tourism month of the year,” said managing director J&K State Cable Car Corporation Shamim Wani.
He said in 2018, 1.60 lakh passengers took a ride on Gondola, which was 8000 more footfalls than those witnessed in 2017.
First snowfall of this year has also resulted in increased tour inquires for Pahalgam.
Hotelier Asif Burza said with special events lined up, tourist footfall to Pahalgam is also expected to witness an increase.
“Now perception about Pahalgam is changing fast as it is no more a one season place. The winter rush might not be as much as Gulmarg but holidaymakers are visiting Pahalgam in good numbers,” Burza said.
“Less snowfall last year was a bit of a dampener but we hope there is abundant snow this year to attract visitors in large numbers,” said Burza.
Tour operator Nasir Shah said Wednesday’s snowfall in higher reaches will send across a positive message outside the Valley.
Shah says promotional activities lined-up by the tourism department in collaboration with various tour trade organisations from 21 January to 20 February will help attract tourists.
“We have promotional activities lined-up at Ahmadabad, Pune, Indore, Raipur, Nagpur, Mumbai, Bangladesh, Malaysia and Thailand. With these promotions we expect better footfall for spring and summer of 2019,” said Shah.