Survey Reveals Why Tourists Are Unlikely to Return to Kashmir
Srinagar 20 April 2025: A recent survey has painted a sobering picture of Kashmir’s tourism sector, revealing that 63% to 71% of tourists—both national and international—are unlikely to return to the Valley for a second visit. Conducted by a group of researchers, the survey sheds light on the challenges that are deterring visitors from making repeat trips to one of India’s most iconic travel destinations.
Key Findings of the Survey
The survey, which gathered responses from a diverse sample of tourists, highlights several factors contributing to their reluctance to return:
- Exhausting Itineraries: Many tourists criticized the popular “touch-and-go” package tours that rush visitors through destinations like Gulmarg, Pahalgam, and Sonamarg in just a day each. This approach leaves little time for meaningful exploration or relaxation.
- “I was expecting serenity and space to explore the natural charm of the Valley,” said Aditi Shah, a tourist from Pune. “Instead, I got a jam-packed itinerary that felt mechanical.”
- Poor Sanitation Facilities: The lack of functional public toilets and the poor condition of existing ones were among the most widely cited issues. Tourists, especially women, found this aspect particularly distressing.
- Overcrowding at Health Resorts: Popular destinations often feel overcrowded, diminishing the sense of tranquility that Kashmir is known for. This has led to complaints about the lack of proper crowd management.
- Hygiene Concerns: Poor waste management and littering in tourist hotspots have tarnished the natural beauty of the Valley, leaving visitors disappointed.
- Safety Perceptions: While not as prominent as other issues, some international tourists expressed concerns about safety and security, which influenced their decision not to return.
Also Read | Secret Towns In Kashmir Hidden From Tourists: Unveiling the Valley’s Best-Kept Secrets
Statistics at a Glance
- National Tourists:
- 63% of men and 71% of women said they were unlikely to return.
- International Tourists:
- 73% of men and a staggering 89% of women indicated they would not visit again.
- Only a small percentage—16% of national men, 14% of national women, 6% of international men, and 2% of international women—expressed a desire to revisit Kashmir.
Stakeholders Call for Comprehensive Reforms
The findings have sparked discussions among stakeholders, including the Tourism Department, private tour operators, and local communities. While acknowledging the hard work put into promoting tourism, experts argue that the sector requires a comprehensive overhaul to address its growing deficiencies.
Proposed Solutions:
- Revamping Tour Packages: Introduce slower-paced itineraries that allow tourists to immerse themselves in the Valley’s natural beauty and culture.
- Improving Sanitation and Hygiene: Invest in modern public facilities and waste management systems to enhance the overall tourist experience.
- Crowd Management: Implement measures to regulate visitor numbers at popular destinations, ensuring a more serene environment.
- Community Involvement: Engage local communities in tourism management to create authentic experiences and promote sustainable practices.
- Safety and Awareness Campaigns: Address safety concerns through transparent communication and visible security measures.
Also Read | Wheels, Peaks, and Hidden Valleys: Conquering Kashmir’s Scenic Highways
A Wake-Up Call for Kashmir’s Tourism Sector
Kashmir’s unparalleled beauty continues to attract visitors, but the survey underscores the urgent need for reforms to ensure that the Valley remains a preferred destination. By addressing these challenges, stakeholders can transform one-time visitors into lifelong ambassadors for Kashmir.
