Kashmir tourism may be gaining visibility across key source markets, but growing feedback from the travel trade suggests that on-ground preparedness and stakeholder alignment are not keeping pace with the pace of promotion.
Even as the Jammu & Kashmir Tourism Department expands its outreach through roadshows and engagement initiatives—including a recent interaction in Hyderabad attended by senior officials such as Nasir Aslam Wani—industry stakeholders are raising concerns over persistent operational challenges within the destination.
One of the most pressing issues flagged by the trade is overcharging and the presence of touts in key tourist hubs such as Gulmarg, which continues to affect visitor experience and destination credibility.
At the same time, a deeper structural concern is emerging—a visible communication gap between the administration and the ground-level trade.
Speaking to Travel World Online, Nasir Shah acknowledged this gap, stating that there is a lack of effective coordination between trade bodies and the tourism department or administration, which is impacting smooth execution of tourism initiatives.
Echoing similar concerns, industry representatives associated with southern market outreach highlighted that planning and communication around recent initiatives lacked clarity, with last-minute changes in execution leaving sections of the trade uncertain about participation and expected outcomes.
While the outreach in Hyderabad aimed to strengthen engagement with South India and position Jammu & Kashmir as a key destination, trade experts believe that market expansion must be supported by stronger internal coordination and destination-level readiness.
“There is a need to align promotion with preparedness. Without addressing issues like pricing transparency and stakeholder coordination, the long-term impact of such initiatives remains limited,” an industry stakeholder noted.
Officials, however, continue to emphasise that new destinations are being opened, safety measures are in place, and efforts are being made to strengthen partnerships across markets.
Yet, the broader message emerging from the trade is clear: tourism growth cannot be sustained on promotion alone—it requires consistent on-ground delivery, regulation and stakeholder trust.
