Opinion | Reviving Tourism in South Kashmir: New Circuits and Community Participation

“When you walk these paths with us, you don’t just see Kashmir—you feel it.”

In the picturesque folds of South Kashmir, where the mighty Lidder River carves its path through the mountains, a quiet transformation is taking place. Once weighed down by years of disruption, this area —stretching from the famed valleys of Pahalgam to the serene springs of Verinag—is steadily reclaiming its place on the tourism map. But this revival isn’t merely driven by government plans—it’s a story of local hands, community spirit, and new tourism circuits that aim to bring both visitors and hope back to these lands.

Pahalgam, long celebrated for its pine-fringed trails and as a starting point of the Amarnath Yatra, is now seeing a fresh influx of tourists beyond the pilgrimage season. Recent initiatives have focused on promoting lesser-known treks like the Aru Valley to Tarsar-Marsar circuit, where pristine alpine lakes and untouched meadows offer an alternative to the crowded mainstream routes. Local guides, once dependent solely on Yatra-related tourism, now find themselves leading small groups of adventure enthusiasts throughout the year, diversifying their livelihood.

“The Tarsar-Marsar trek was a turning point for me,” says Shabir Ahmad, a local guide from Pahalgam. “Earlier, our work was limited to the summer rush, but now we have visitors even in early spring and late autumn. They want to see the raw, unfiltered beauty of Kashmir.”

As one moves south, the story deepens. The tourism department, in partnership with local stakeholders, has started crafting what they call the South Kashmir Green Circuit, connecting Pahalgam to Aishmuqam, Achabal, Kokernag, and finally Verinag. These locations, rich in natural beauty and heritage, are now being stitched together in a seamless travel experience, offering much more than just the well-trodden paths.

Aishmuqam, once a brief stop for pilgrims visiting the revered shrine of Sheikh Zain-ud-Din Wali, is now being showcased for its unique cultural festivals and local handicrafts. The shrine committee, alongside local youth, has started to organize guided heritage walks and sufi music evenings to introduce visitors to the living traditions of the area.

“We realized we had to tell our own story,” shares Javaid Ahmad, a young entrepreneur from Aishmuqam. “People would come to the shrine and leave. But now we talk to them, show them our local art, our woodwork, and invite them to stay longer. It has made a real difference to small businesses here.”

Further down, Achabal and Kokernag—known for their historic Mughal gardens and freshwater springs—are seeing community-driven clean-up drives and capacity-building workshops aimed at creating eco-conscious tourism. Village homestays are quietly emerging, run by local families who not only provide accommodation but also offer a taste of authentic Kashmiri life. Homemade wazwan dishes, traditional storytelling nights, and guided village tours are now part of the visitor experience.

What sets this revival apart is the active participation of the community. It is not just about bringing tourists; it is about creating sustainable opportunities for the people. Young women, in particular, are stepping into the tourism space—leading craft workshops, working as hospitality managers, and even training as tour guides.

Fatima, who runs a small homestay near Kokernag, proudly shares, “Earlier, it was unthinkable for women here to be part of tourism in such an open way. Now, I host guests from Delhi, Mumbai, even Chennai. They love to experience our way of life, and I feel proud to share it.”

At the end of this green circuit lies Verinag, the source of the Jhelum River and a place steeped in Mughal history. Authorities have recently renovated the garden premises, improved sanitation, and added signages that narrate the site’s historical significance. Importantly, local volunteers have been engaged in managing tourist facilities, a conscious move to ensure that the revival remains people-centric.

The administration continues to introduce new policies that prioritize community involvement. Training programs in hospitality, and waste management are being regularly conducted to build a tourism-ready ecosystem that is sensitive to the environment and respectful of local culture.

South Kashmir’s journey is far from over, but the steps taken—from rediscovering forgotten trails to empowering local voices—signal a thoughtful and inclusive revival. It is no longer just about places; it is about the people who live there and the stories they are ready to share with the world.

In the words of Shabir Ahmad, the guide from Pahalgam, “When you walk these paths with us, you don’t just see Kashmir—you feel it.”

Writer can reached on : mohammadbhat2025@gmail.com