Dec 31 2025: After months of subdued tourist activity, the famed hill resort of Pahalgam in south Kashmir’s Anantnag district has witnessed a strong revival on the occasion of New Year, bringing fresh optimism to the local tourism sector.Tourism stakeholders said hotel occupancy in the town has surged to around 60 per cent, marking a significant turnaround as the ongoing Tourism Festival draws to a close on Wednesday night.
The renewed influx of visitors has coincided with the Tourism Festival organised by the Pahalgam Development Authority (PDA) in collaboration with local stakeholders. The festival, which began on December 25, was aimed at promoting Pahalgam as a vibrant all-weather tourist destination.Featuring cultural performances, local cuisine, music and recreational activities, the week-long festival has added to the festive New Year spirit in the town.Local hoteliers said the New Year rush has brought much-needed relief after a prolonged period of uncertainty following the April 2025 attack. “Business remained dull for months, but this New Year has brought hope. Nearly 60 per cent of rooms are booked, and walk-in inquiries are still coming,” said a hotelier, adding that tourists from Maharashtra, Gujarat, Delhi and neighbouring states are arriving in good numbers.
Chief Executive Officer of PDA, Hilal Ahmad, said the positive response reflects growing confidence in Kashmir as a safe and attractive destination. “Through this festival, our aim was to revive winter tourism and promote Pahalgam as an all-weather destination. The response during the New Year period has been very encouraging,” he said.Ahmad said the festival was symbolically inaugurated by a six-year-old girl from Mumbai to convey a message of inclusivity and warmth. “Tourists are an integral part of us. Pahalgam welcomes everyone with open arms, and this gesture reflects our hospitality,” he added.
He also appreciated the collective efforts of local stakeholders, including hoteliers, ponywalas, tour guides, shopkeepers and residents, in reviving tourism. “The people of Pahalgam have always been at the forefront of welcoming visitors, and their participation is vital for sustainable tourism,” Ahmad said.The PDA is also working on diversifying winter tourism by introducing snow-based activities, particularly in Betaab Valley, to attract visitors during the colder months.Tourists visiting the town expressed delight over the festive atmosphere and scenic beauty.
“We wanted to celebrate the New Year in a peaceful and beautiful place, and Pahalgam has exceeded our expectations,” said a tourist from Mumbai.Local ponywalas and vendors also welcomed the return of tourists. “Tourism is our livelihood. After a long dry spell, seeing visitors again gives us hope that better days are ahead,” said a ponywala in Lidder Valley.
As cultural programmes and celebrations mark the final day of the festival, stakeholders remain hopeful that the New Year rush will set the stage for a stronger winter tourism season, reaffirming Pahalgam’s position as one of Kashmir’s premier year-round destinations.
