Jahangeer Ganaie
Pahalgam, Dec 25: The Pahalgam Development Authority (PDA), in collaboration with other stakeholders, has organised a tourism festival in the picturesque tourist town to “further boost tourism and project the place as a vibrant, all-season destination”.
The festival, which began amid much enthusiasm, will continue till the end of this month.
Chief Executive Officer of PDA, Hilal Ahmad, said the initiative is part of a broader strategy to diversify tourism activities and attract visitors throughout the year. “Our focus is to develop Pahalgam as an all-weather tourist destination. Through such festivals, we want to showcase the natural beauty, culture, adventure potential and hospitality of the region,” he said.
Highlighting the symbolic inauguration of the festival, the CEO said it was formally inaugurated by a six-year-old girl from Mumbai. “We deliberately chose a young child to inaugurate the event to send a strong message — tourists belong to us, and we belong to them. Pahalgam welcomes everyone with open arms,” he said.
Ahmad lauded the role of residents, hoteliers, ponywalas, guides and other stakeholders for their continued efforts in promoting tourism. “The people of Pahalgam deserve immense appreciation. They have been working tirelessly to promote tourism in the area and have always extended warm hospitality to visitors,” he said, adding that community participation is key to sustainable tourism development.
The CEO further said that the department is actively working on introducing snow sports in Betaab Valley to enhance winter tourism. “We are exploring the potential of snow-based activities so that tourists have more options during the winter months as well,” he said.
Describing Pahalgam as a complete tourist package, Ahmad said the destination offers something for everyone. “Pahalgam has everything — breathtaking natural beauty, adventure, peace, culture and entertainment. It is a full package, and everyone must visit at least once to experience it,” he added.
The ongoing Tourism Festival features a range of activities aimed at engaging visitors, promoting local culture and showcasing the tourism potential of the region, reinforcing Pahalgam’s position as one of Kashmir’s premier tourist destinations.
