Meadow of Gold

Sonamarg, located in the Ganderbal district on the Kashmir-Ladakh axis, has seen a tremendous rise in tourism over recent years. According to media reports, visitor numbers have surged dramatically, increasing from 58,000 in 2019 to over 661,000 in 2024. This growth has had a noticeable impact on the region, both economically and in terms of infrastructure. Tourism revenue in Sonamarg has grown at an impressive rate. In 2020, it stood at only Rs. 1.63 lakh. By 2024, this figure had risen to Rs. 30.68 lakh, demonstrating the financial benefits of this increase in visitors. Accommodation options have expanded to meet this influx, with Sonamarg now offering 1,270 rooms for tourists, spread across both government and private facilities. Additional camping sites have also been developed to provide more choices for visitors. However, no new hotels were registered during 2023-24, and other tourism services, such as horse riding and snow biking, remain closely regulated by the Department of Tourism. The government has focused on enhancing the area’s tourism infrastructure. Twenty-five new tourism-related assets have been developed, 19 of which are already in use. This is part of an effort to make Sonamarg more appealing to both adventurers and nature lovers. With the influx of tourists comes the challenge of managing waste. To address this, a Solid Waste Management Plant was established in 2020, equipped with modern technology to meet the growing demand and maintain the area’s cleanliness. Sonamarg’s charm is no longer limited to the summer months. The region has embraced its potential as a winter destination. With snow-covered meadows, forests, and frozen rivers, the area transforms into a winter wonderland, attracting visitors keen on activities such as skiing, snowboarding, snow trekking, and snowshoeing. For those seeking a more tranquil experience, snow picnics provide a peaceful escape in stunning surroundings. While winter tourism is still developing, Sonamarg offers a quieter experience compared to more crowded destinations like the renowned Gulmarg ski resort in North Kashmir. Fewer visitors in the winter months allow travellers to connect more deeply with the local culture and natural beauty. To further enhance its winter appeal, the region would benefit from improved road access, better accommodation options, and more effective marketing. Local authorities also need to prioritise safety and accessibility for tourists during the winter season. For photographers and social media enthusiasts, Sonamarg’s snow-covered landscapes provide perfect opportunities for capturing stunning visuals. The contrast between the white snow and blue skies creates an ideal backdrop for creating lasting memories. Sonamarg’s tourism boom has reshaped the area, bringing both economic growth and new challenges. With continued investment in infrastructure and a focus on promoting its winter beauty, Sonamarg is well-positioned to become one of Kashmir’s top travel destinations year-round. Ahead of the autumn and winter months, both government and private stakeholders should announce specific tourism promotion plans and packages for Sonamarg. Additionally, the government should plan tourist festivals in Sonamarg in the coming months to attract more visitors to this scenic destination.