An unexpected void has disrupted the usual allure of Kashmir, renowned for its majestic mountains adorned in a winter blanket of pristine snow.
This conspicuous absence of snow has not only left its mark on the captivating landscape but also dealt a considerable blow to Kashmir’s thriving tourism sector leading to massive cancellations and postponement of plans by intending tourists.
The uncharacteristic lack of snow has triggered widespread cancellations, as tourists hoping to witness the enchanting snow-draped locales of Kashmir face disappointment amidst the unprecedented winter scene.
The ramifications of this phenomenon are rippling through the region, impacting businesses and redefining the traditional image of Kashmir as a winter wonderland for travellers.
This snowless winter has cast its shadow on Kashmir’s famed tourist destinations, most notably Pahalgam, Sonamarg, and Gulmarg – a ski resort that traditionally lured visitors from around the world.
In this season of serenity, where the air is typically filled with the joyous echoes of tourists basking in the bounty of natural beauty, an uncharacteristic hush prevails.
Tourism officials reveal a drastic dip in tourist arrivals mirrors the decline in snowfall in Kashmir.
Gulmarg, renowned for its allure as the most sought-after destination in India during this time, now sees a notable void.
According to rough estimates, there is an 80 percent decline among adventure tourism enthusiasts and over a 50 percent drop in leisure tourism enthusiasts.
In a notable shift from the bustling scenes witnessed in December 2023, where Gulmarg welcomed a staggering 95,989 tourists according to government data, this year presents a starkly different narrative. The government, as of now, has not released any figures for the current season.
However, hoteliers on the ground report a significant decline, estimating a 50 percent drop in tourist arrivals compared to the previous year.
Jammu and Kashmir Hoteliers Club Chairman, Mushtaq Chaya, voiced the growing concerns within the tourism sector, describing the current snowless scenario in Kashmir as a recurring nightmare.
“As natural beauty, be it snow or greenery, is our unique selling proposition (USP), without it, our tourism product is nothing,” he said. “The absence of the characteristic snow-capped mountains and slopes this year has left tourists disheartened, resulting in a significant dip in tourist influx, estimated to be over 50 percent. If the current situation persists, he foresees a further decline in these numbers.”
Chaya, who owns properties in prominent tourist destinations like Srinagar, Gulmarg, Pahalgam, and Sonamarg, emphasised that the impact of the snowless winter is uniformly felt across all his establishments.
“Cancellations have become a common theme, primarily attributed to the scarcity of snowfall,” he said.
Chairman Houseboat Owners Association, Manzoor Ahmad Pakhtoon said that the impact of climate change is casting its shadows on our tourism badly.
“Due to the snowless winter, there is a dip in tourist arrivals which is even recorded in Srinagar where our houseboats are situated. Tourists tend to visit Kashmir in winter mostly to enjoy snowfall when the temperature is as good as in other states, they don’t want to waste their money,” he said.
A hotelier based in Pahalgam and former president of the hoteliers association, Abdul Wahid Malik echoed similar sentiments.
He said that the situation, exacerbated by the lack of snowfall, had led to a dwindling number of tourist arrivals in Pahalgam.
President Travel Agents Association of Kashmir, Rouf Tramboo expressed concern over the snowless winter’s impact.
“The 80 percent cancellation rate in the adventure tourism segment, due to the absence of snow, a crucial element for these activities, is alarming. This unfortunate circumstance has compelled travel organisers to redirect clients to alternative destinations where snow is available,” Tramboo said.
Jammu and Kashmir Hotel and Restaurants Association President, Adil Ahmad echoed the sentiment, noting a massive wave of cancellations and a drastic decline in tourist influx.
“The newly observed phenomenon of a snowless winter has hit Gulmarg, the same is the situation in Sonamarg and Pahalgam,” he said.
Chairman Travel Agents Association of India (TAAI) J&K Chapter, Ather Yameen reflected on the broader implications of the snowless winter.
He emphasised the need for a shift towards sustainable tourism, recognising Kashmir’s natural resources were integral to its appeal.
“Potential visitors, upon learning about the absence of snowfall in Sonamarg, Gulmarg, or Pahalgam, are cancelling their bookings. This underscores the critical importance of environmental considerations in shaping the future of tourism in Kashmir,” Yameen said.
