Why 63% tourists say they are unlikely to return to Kashmir. A Ziraat Times survey reveals telling reasons

Ziraat Times

20 April 2025

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STATE OF KASHMIR TOURISM

Analysis and report by: Faheem Mir, Imtiyaz Shah, Saniya Batool, Jahanzaib Aslam, Atif Bhat

Srinagar: Despite Kashmir continuing to be one of the country’s most iconic travel destinations, a recent survey conducted by a group of students on internship with Ziraat Times paints a sobering picture of the current state of tourism in the Valley. The findings reveal that a majority of both national and international tourists are unlikely to return to Kashmir for a second visit, citing issues ranging from over-crowded health resorts, poor hygiene to an exhausting and mechanical travel experience.

The survey, based on detailed responses from a sizeable sample of tourists — men and women, both national and international — sheds light on the factors influencing their decision to not return, as well as the positives that still draw them to the Valley.

While stakeholders acknowledge the immense hard work put by the Tourism Department, private tourism promotion associations, business Chambers and tour operators in promoting and sustainig the current tourism, the growing deficiencies in the sector are seen beyond the sector’s individual capacity to address. A comprehensive fix, stakeholders insist, has to be a broad-based one – it would take a Mashall Plan, and involve multiple government agencies, departments, municipalities, Tourist Development Agencies, private stakeholders and local communities.

According to the survey:

63% of national (male) tourists and 71% of national (female) tourists said they were unlikely to return to Kashmir.
For international tourists, the statistics are even more discouraging: 73% of men and a staggering 89% of women indicated they are unlikely to visit again.

Only 16% of national tourists (men), 14% of national tourists (women), 6% of international tourists (men), and 2% of international tourists (women) said they would definitely visit again.

Why most tourists won’t return

The reasons vary, but a few major issues stood out:

Touch-and-go tourism:

A significant number of respondents — 63% of national tourists (men), 87% of women (national), 34% of men (international tourists), and 33% of women (international tourists) — found the popular “touch-and-go” package tours from Srinagar to various health resorts exhausting and superficial.

“I was expecting serenity and space to explore the natural charm of the Valley,” said Aditi Shah, a tourist from Pune. “But what I got was a jam-packed itinerary that rushed us through Gulmarg, Pahalgam, and Sonamarg — all in a day each. There was no time to actually experience anything.”

Lack of basic sanitation facilities:

The lack of funtional public toilets and the poor condition of the few that exist were among the most widely cited issues. An overwhelming 96% of national tourists (women) and 98% of international tourists (women) flagged this as a reason they would not return.

“Women travelers especially feel vulnerable and uncomfortable,” said Shireen Bhat, a tour guide from Srinagar. “We’ve raised this issue so many times with the authorities, but little has changed.”

Traffic chaos and haphazard construction:

Increasing urbanisation and traffic congestion near popular mountain resorts like Gulmarg and Pahalgam have significantly impacted the tourist experience. 77% of international (male) tourists and 57% of international female tourists mentioned traffic as a serious turn-off.

“Getting stuck in a three-hour jam en route to a supposed health retreat really ruins the experience,” commented Johan Becker, a German tourist who was visiting Kashmir for the first time.

Service provider harassment:

Many tourists felt “stalked” or constantly pestered by local service providers. 47% of national men, 58% of national women, 63% of international men, and 75% of international women cited this as a significant deterrent.

“Some pony-wallas and guides at popular resorts do not take no for an answer,” said Sameer Khan, a tourist from Delhi. “It creates discomfort, especially for solo or female travelers.”

Hygiene and aesthetic disappointment:

A general sense of poor hygiene, dirty toilets, and a lack of the ‘Bollywood Kashmir’ charm many had imagined also played into the dissatisfaction. 83% of international tourists (men) and 91% of women international tourists found toilet conditions appalling, while many were underwhelmed by what they perceived as diminished natural beauty.

“There’s too much concrete and too little green,” said Priya Rao, a tourist from Mumbai, who had first visited Kashmir in 1986. “The romantic Kashmir of the 70s and 80s cinema no longer exists.”

Why some still want to return

Interestingly, despite the criticism, natural beauty remains the biggest draw, with 78% of all tourists acknowledging it as a positive factor. Additionally:

67% appreciated the safety and security
62% saw it as a more economical alternative to Europe
36% were impressed by the peaceful environment
9% were touched by the warmth of local hospitality

“I did find the people incredibly warm,” said William Spencer, a traveler from the UK. “And the mountains are still majestic. But the infrastructure needs serious improvement.”

Voices from the ground

Local tour operators, too, acknowledge the challenges.

“We are getting tourists in good numbers,” said Younis Ahmad, a Srinagar-based travel operator. “But the lack of facilities, particularly clean restrooms and reliable transportation, is hurting our reputation. Package tours that cram everything into a few days also don’t help.”

Environmental experts believe that haphazard construction is diluting the region’s appeal.

“Kashmir is being overdeveloped without a long-term vision,” said environmentalist Nayeema Lone. “Mountain resorts have become congested towns. Without planning, we will lose the very beauty we’re selling. We are fast losing our USP.”

Independent guides say they are caught between managing tourist expectations and the limitations of the local infrastructure.

“Visitors expect a Himalayan haven and cultural immersion. But when they’re stuck in traffic for hours or can’t find a toilet, that dream is shattered,” said Mushtaq Mir, a tour guide based in Pahalgam.

One consistent complaint among tourists was the structure of current tourism packages — mostly short-duration trips from Srinagar to nearby resorts.

We found out that these packages, while convenient for operators, offer a shallow experience and leave visitors feeling rushed. “It doesn’t do justice to what Kashmir can really offer,” said a student involved in the Ziraat Times survey.

Travelers also expressed a desire to explore off-the-beaten-path destinations and interact more deeply with local communities, rather than being shepherded from one photo-op to another.

Competing destinations rising

Tourists also cited the rise of other Himalayan destinations—such as Himachal Pradesh, Uttarakhand, Bhutan and even parts of Northeast India — as viable alternatives. These places, they said, offered similar scenic beauty with better amenities and fewer hassles.

“Kashmir needs to reimagine tourism,” said environmental journalist Aamir Shah. “We need to move beyond numbers and think of the quality of experience we’re offering.”

Experts and stakeholders agree that urgent interventions are needed. Key recommendations from survey participants and local stakeholders include:

Improving public sanitation infrastructure, especially for women
Better traffic management and regulation of construction in sensitive zones
Discouraging high-pressure selling tactics by local service providers
Encouraging immersive, slow tourism instead of rushed day trips
Investing in eco-tourism and rural homestays to showcase “real Kashmir”

Some positive steps have already been taken. The Tourism Department recently launched a campaign to promote lesser-known destinations and has initiated training workshops for guides and service providers, said an official of the Tourism Department.

However, unless these efforts are scaled and sustained, the Valley risks losing its charm in the eyes of the very people it seeks to attract, he admitted.

As one tourist summed it up: “Kashmir is beautiful, but once was enough — because it felt like a rushed, unfinished dream.”

Here are the detailed findings of the sample survey:

National tourists (Men)

63% said unlikely to visit again
21% unsure if they would visit again or not
16% said they would visit again

National tourists (Women)

71% said unlikely to visit again
15% unsure if they would visit again or not
14% said they would visit again

Reasons why men they won’t visit again

High cost air travel – 46%
Touch and go tourism (one day trips to health resorts from Srinagar) exhausting – 63%
Lack of public toilets – 51%
Traffic jams – 24%
Service providers’ stalking at health resorts – 47%
Dirty toilets – 21%
No more 70s and 80s aura z less natural beauty than expected – 23%
Overall unsatisfactory hygiene standards – 33%