Festive Tourism Surge Kicks Off 2026 in Jammu & Kashmir
By: Javid Amin | 06 January 2026
Jammu & Kashmir has entered 2026 on a high note, with a remarkable surge in festive tourism across the Valley and Jammu region, signalling a strong revival of the tourism-driven economy.
From snow-laden Gulmarg and Sonamarg to the bustling streets of Srinagar’s Lal Chowk, and from Dal Lake shikara rides to the icy pilgrimage routes of Vaishno Devi, the New Year celebrations brought unprecedented footfall and energy to the region.
Crowded Destinations, Festive Mood
Popular tourist hubs including Srinagar, Gulmarg, Pahalgam, and Sonamarg witnessed packed hotels, busy roads, and long queues at attractions as visitors rang in the New Year amid fresh snowfall and cultural festivities.
In Srinagar, the iconic Lal Chowk Clock Tower area emerged as a focal point, glowing with decorative lights and hosting large crowds of locals and tourists—an image that quickly went viral and symbolised Kashmir’s evolving winter tourism narrative.
Also Read | Valentine in Kashmir with JKL Travels: Romantic Shikara Rides, Snow Escapes & Honeymoon Packages
Vaishno Devi Sees Strong Pilgrim Rush Despite Cold
The festive surge was not limited to leisure tourism. Vaishno Devi shrine in Jammu continued to draw thousands of pilgrims daily, even as temperatures dipped sharply.
Authorities reported smooth crowd management as devotees braved freezing conditions, underscoring the enduring strength of spiritual tourism, which remains a year-round pillar of J&K’s travel economy.
Government Push: Tourism Calendar and Digital Outreach
Capitalising on the festive momentum, Chief Minister Omar Abdullah unveiled:
-
The J&K Tourism Calendar 2026, highlighting festivals, sports events, and seasonal attractions
-
A new official tourism website, aimed at improving digital visibility and destination marketing
Officials say the focus is on event-based tourism, designed to stabilise visitor numbers beyond weather-dependent travel.
Why the Festive Tourism Surge Matters
Economic Lifeline
Tourism contributes an estimated 7–8 percent to J&K’s Gross State Domestic Product, supporting lakhs of livelihoods across:
-
Hospitality
-
Transport
-
Handicrafts
-
Retail and local services
The New Year rush has given a significant boost to the winter economy, traditionally considered a lean season.
Resilience of the Sector
Despite disruptions and security concerns in parts of 2025, Jammu & Kashmir recorded over 1.5 crore visitors, reinforcing tourism’s resilience and recovery trajectory.
Also Read | Kashmir Houseboats Vs Hotels — What Families Should Know Before Booking
More Than Tourism: A Political Signal
Beyond economics, the tourism revival carries political messaging.
The government has repeatedly projected rising tourist numbers as:
-
A sign of stability and normalcy
-
Evidence of economic recovery
-
A confidence-building measure amid debates on statehood and governance
Crowded public spaces and festive visuals are increasingly being framed as indicators of a region moving forward.
Drivers Behind the Surge
-
New Year celebrations and cultural events
-
Fresh snowfall and winter sports, especially in Gulmarg
-
Strong pilgrimage traffic at Vaishno Devi
-
Digital promotion and curated tourism calendars
Together, these have created a high-value festive peak, redefining Kashmir’s winter tourism landscape.
Also Read | Valentine in Kashmir: Romantic Shikara Rides, Snow Escapes & Honeymoon Packages
Bottom Line
The festive tourism surge at the start of 2026 has reaffirmed Jammu & Kashmir’s position as both a leisure and spiritual tourism hub. With packed destinations, a thriving winter economy, and renewed confidence among stakeholders, tourism once again stands at the heart of the region’s economic and symbolic revival.
As the year unfolds, sustaining this momentum will be key to translating festive crowds into long-term growth and stability.
