Tourism dept eyes East Asia for foreign tourists

Srinagar, Feb 9: With domestic visitors forming the bulk of tourist arrivals in Kashmir, the Tourism Department is focusing on infrastructure-driven growth while eyeing East Asian markets to improve the number of foreign visitors.
Director Tourism Kashmir, Syed Qamar Sajad said the department is intervening in East Asian countries from where Kashmir already receives a good tourist response.
“Tourists are arriving from Malaysia, Indonesia and Kuala Lumpur following sustained engagement through travel marts held in these regions,” he said, adding that the immediate priority remains strengthening existing links and communication channels with these markets to make outreach more effective and vibrant.
The Director, however, said that Kashmir tourism has historically been driven by domestic visitors, including locals and has never relied heavily on foreign tourism. He said over 95 per cent of tourist arrivals are domestic, while foreign tourists account for less than five per cent.
“The Valley is currently witnessing consistency in tourist arrivals, while the department’s main focus is to attract more domestic tourists to various destinations by improving infrastructure and visitor facilities,” Sajad added.
He said efforts are underway to impress tourists through upgraded infrastructure and continuous improvements across destinations.
On adventure tourism, Sajad said the addition of ski drag lifts at Kongdori, and the Gulmarg bowl has strengthened winter tourism infrastructure and will give a major boost to skiing, snowboarding and other snow-related activities.
He further said that infrastructure developed at offbeat destinations under the Prime Minister’s Development Package Scheme will be outsourced in the coming months to ensure employment opportunities for local youth.
The Director said the tourism department is fully prepared to host sports activities across the Valley. He assured that there is no shortage of infrastructure for conducting such events smoothly.
Referring to participation in OTM Mumbai 2026, held at the Jio World Convention Centre in Bandra Kurla Complex, Sajad said the event provided a positive platform for tourism promotion and business engagement.
He said the department showcased Kashmir’s diverse tourism offerings, including adventure, religious and heritage destinations such as Mata Vaishno Devi, Hazratbal shrine and Hariparbat.
The Director expressed confidence that tourist arrivals in the Valley will remain consistent in the coming period. (KNO)