The central government and JK administration have been organizing road shows and other promotional campaigns in many cities to get back tourists to Jammu and Kashmir.
Social media platforms have been very instrumental in getting attention of holiday seekers to Kashmir valley. Many pictures on instagram and short videos on YouTube by some private individuals praising the hospitality of Kashmir while being here have helped to get back tourists in the current season.
But the initial healthy footfall witnessed in the month of January 2021, is not holding on for the current spring season. Most of the adventure loving tourists have been going to Gulmarg and the continuous snow in this ski resort has attracted more such tourists.
Even in this month of March Gulmarg received yet another fresh snowfall and it has increased the prospects of extended season for some more weeks here.
Recently the government organized the winter games in Gulmarg and it also resulted in a lot of bookings for the future months besides providing relief to the hoteliers in Gulmarg as they saw their accommodations packed after a long time.