Why Gulmarg's New Tourism Model Could Change Kashmir Forever

(MENAFN- Kashmir Observer) Let's start with Pahalgam. It wasn't just tragic. It really rattled people. From your end, what changed after that?

A lot changed. It was a targeted terror attack. And it exposed something we'd never dealt with head-on: how fragile our tourism setup really is. The loss shook everyone. But what came after that forced a rethink.

Would you call it a turning point?

Absolutely. We realised this can't be a numbers game anymore. It's not just about how many people visit. It's about how safely we host them. That's where the real shift happened. Now, safety and sustainability are at the heart of every tourism plan.

What were the key lessons?

Three. First, preparedness. We can't wait for things to go wrong. So we're building in predictive weather alerts, evacuation plans, satellite-linked communications, especially for high-altitude spots.

And regulation?

Big one. We had to clean up the mess: unlicensed pony rides, illegal camps, informal guides. Now, we're rolling out a Universal Licensing Framework. QR-coded IDs for every service provider. It's a total transparency.

And third?

Communication. It has to be fast, clear, and multilingual. Our alert system now syncs with the Indian Meteorological Department. Tourists get briefed at hotel check-ins, kiosks, and even on Instagram. Emergencies shouldn't be guesswork.

Sounds like this is part of something bigger. Is it?

Yes, the Tourism Risk Management Framework, built with the State Disaster Management Authority. Think biometric check-ins, AI-driven alerts, and geotagged tourists in sensitive zones. Pahalgam and Gulmarg are pilot sites. We're using drones to monitor crowds. We want safety here to feel as structured as air travel.

Gulmarg's tricky though – huge crowds, delicate ecosystem. How do you balance that?

That's the tightrope. Gulmarg gets 1.5 million visitors a year. On peak days, 15,000. It's our crown jewel, and our biggest test.

So what's the plan?

Zoning. We've mapped the core recreational zone digitally. Buffer zones are off-limits to commercial activity. Construction follows the Master Plan 2032. Gondola rides are capped. And we run annual ecological impact audits: snow, waste, traffic, everything.

Are you planning to cap visitors?

Yes. We're working with TERI on a Carrying Capacity Index. It looks at stay duration, transport mode, and activities, not just headcount. Based on that, we'll roll out an AI-based permit system during peak seasons. Controlled entry without hurting local livelihoods.

What about fragile zones?

Places like Alpather Lake and Khilanmarg will have seasonal windows. They need to breathe too.

Alright. Let's talk waste and sustainability. What's new there?

Two big projects are underway, sewage and solid waste treatment plants. Hotels with more than 20 rooms must use bio-digesters and efficient heating. For trekkers, it's“Backpack Out, Waste Out”: you carry your waste back.

And with WWF India, we've launched biodiversity trails, complete with eco-guides and audio tools for students and nature groups.

“Sustainable tourism” gets thrown around a lot. What does it really mean here?

For us, it means three things: protect nature, respect culture, and empower locals.

In Gulmarg, that looks like hydro-powered ski lifts, zero-plastic zones, and farm-to-resort supply chains. Over 70% of resort produce now comes from Tangmarg farmers.

That's a big shift .

And we're investing in cultural preservation too. We're working with Dastkar Kashmir to bring back local wool and pashmina crafts, and make them part of the tourism economy.

Are locals involved in planning?

More than ever. We now hold regular townhalls with hoteliers, artisans, service providers. Three regional tourism task forces are in place, with 50% local representation. They help decide where to build, what to host, and how funds get used. We've even introduced participatory budgeting.

What about homestays, local guides, and artisans? Are they getting help?

They are. Over 140 homestays registered, with zero-interest loans and solar subsidies. Our Trail Guide Programme trained 180+ youth in first aid, storytelling, and ecology. Local food festivals and artisan workshops are now part of our official calendar.

But can tourism really curb youth unemployment and outmigration?

It already is. The J&K Economic Survey 2023 shows thousands of tourism-linked jobs. In Baramulla alone, youth-run tourism startups are up 28% since 2021. One homestay, one bike rental, that's what keeps people rooted.

OK, let's talk tech. What's next for Gulmarg?

The Smart Gulmarg Initiative launches in 2026. AI-powered surveillance for crowd control, alerts, and planning. Online bookings already work for gondolas, huts, gear. We're adding VR ski simulators and AR overlays for heritage spots, perfect for off-season tourism and schools.

So the goal is a smart mountain destination?

Exactly. By 2030, we want to be the first net-zero Himalayan tourism zone. Real-time monitoring, sensor-managed utilities, digitally guided visitors. A place that's smart, inclusive, and gentle on the land.

And changing how the world sees Kashmir, any digital storytelling efforts?

Yes. We're working with Meta and Google India on immersive content: short films, virtual tours, essays. Campaigns like #RealKashmirStories and #BeyondThePostcard are gaining traction. Influencer residencies are on. The world needs to hear Kashmir's story, from Kashmiris.

With slow travel and wellness on the rise, how does Kashmir fit in?

Perfectly. With walnut groves, shrines and old trails, we're built for it. We're reviving pilgrimage routes, creating healing trails, working with Ayurveda and Unani experts to design retreats. Gulmarg will host our first regenerative tourism workshop this year.

Could we see yoga residencies or artist fellowships here?

Already in motion. Wellness retreat centers are coming up near Baba Reshi. We're planning an Eco-Residency Fellowship for artists, yoga teachers, sustainability thinkers. And yes, an annual Himalayan Sustainability Bootcamp is in the works.

Skiing made Gulmarg famous. What about the rest of the year?

We've got a full-year blueprint. Summer brings golf, fishing, heritage walks. Autumn's about foliage and festivals. Spring brings flower trails. We've launched a Summer Adventure Series: paragliding, biking, long-distance runs. Gulmarg isn't just a winter postcard anymore.

Any new treks or birding zones?

Yes. New GPS-mapped trekking routes, eco-trails with audio guides, signage, and shelters. And we're developing a birding hub at Ferozepur Nallah to offer deeper experiences, without harming the environment.

Big picture. What's Gulmarg's role in Kashmir's adventure tourism map?

It's the flagship. The terrain, snow quality, and safety upgrades are setting it up as South Asia's top alpine destination. But it won't stand alone. We're linking Gulmarg with Gurez, Sonamarg, Pahalgam to form a full-fledged high-altitude circuit.

Fast forward to 2030, what should Gulmarg feel like?

For visitors: seamless, safe, and soulful. For locals: something they own with pride. And for nature: a place that breathes and heals.

And personally, what legacy do you hope to leave?

That we didn't just run tourism. We reimagined it. Gulmarg became a space where progress and preservation walked together. A living, year-round sanctuary.

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