The total tourist footfall in 2024 stands at approximately 2.95 million, a notable rise from the 2.71 million visitors in 2023 and 2.67 million in 2022, according to official data.
According to local Tourism Department officials, aggressive promotional campaigns through tourism events, road shows, and digital and social media presence has resulted in increasing arrival of visitors to the Valley. Popular spots like Srinagar, Gulmarg, Pahalgam, and Sonamarg have witnessed peak occupancy, showcasing the increasing confidence of travellers in the valley’s offerings.

The surge in tourism has had a significant impact on the local economy, benefiting key sectors such as hospitality, transportation, handicrafts, and retail. Hotels, guesthouses, and restaurants have seen a marked rise in business, creating numerous job opportunities for locals. The Director of Tourism attributed this success to the government’s commitment to enhancing security measures and diversifying the tourism portfolio to cater to a wider range of travellers.

Promotional campaigns have played a crucial role in showcasing Kashmir as a safe, vibrant, and year-round destination. From houseboat stays on Dal Lake to thrilling winter sports in Gulmarg, the valley now offers experiences catering to diverse preferences. Efforts such as adventure tourism, cultural festivals, and eco-tourism initiatives are helping Kashmir stand out in the competitive travel market.

Looking ahead, the focus remains on sustaining this growth through strategic planning and sustainable development. While welcoming more tourists, the government is keen on preserving the region’s fragile environment and promoting eco-friendly practices. With nearly three million visitors already in 2024, Kashmir has firmly established itself as a top destination, paving the way for continued success in the years to come.