Pahalgam, Dec 25: In a symbolic bid to restore confidence and revive tourism, the world-famous tourist resort Pahalgam on Thursday opened a seven-day Winter Carnival, placing tourists at the centre of celebrations and honouring them as the festival’s chief guests.
The carnival, organised by the Pahalgam Development Authority (PDA) in collaboration with the Tourism Department, will run till December 31 and is the first major tourism event held here this year.
The initiative comes eight months after tourism in the region suffered a major setback following the deadly attack at Baisaran meadows, which killed 25 tourists and a local pony Walla.
“This is the first major event in Pahalgam this year, and it will continue till the New Year,” said PDA Chief Executive Officer Mir Nasrullah Hilal “Our focus is to develop Pahalgam as an all-season tourist destination.”
Giving the message of warmth and inclusivity, the festival was inaugurated by a six-year-old girl from Maharashtra.
Officials said the gesture was meant to convey that tourists are not just visitors but honoured guests. “Our tourists are the real VIPs of this carnival,” an official said.
HIlal said authorities are also planning a snow festival once snowfall begins. “As soon as it snows, we will organise a snow festival to attract more visitors during the winter season,” he said.
The carnival opened with a colourful rally through Pahalgam’s main market, where ATVs moved past cheering crowds alongside tourism stakeholders and folk artists performing Band Pather.
Traditional musicians and dancers walked together, offering a festive welcome to tourists.
CEO PDA said – several activities have been lined up in the coming year as part of the, including cycling events, cultural programmes and a ‘Run for Unity’.
The Winter Carnival is also providing a platform for local artists and artisans to showcase Kashmir’s cultural heritage through traditional music, dance, handicrafts and cuisine.
Vice President of the Hotelier Association Pahalgam, Dildar Ahmad, said the event would help restore traveller confidence. “Such activities send a positive signal and will certainly help revive tourism in Pahalgam and Kashmir,” he said.
Hotelier Ibrahim Raina said tourist arrivals have begun to improve. “The flow is slow but steady. Once snowfall starts, the numbers will increase further. This event will give a much-needed boost,” he said.
Local restaurant owner Gulpriya, who runs Daana Pani, said traders are offering special discounts to attract visitors. “We are witnessing tourists from Kerala, Punjab and other states. Snowfall will make Pahalgam even more beautiful and memorable,” she said.
Tourists attending the carnival described Pahalgam as peaceful and welcoming. “Pahalgam feels calm and breathtaking, with its river, forests and snow-clad mountains,” said Vaishali, a tourist from Prayagraj in Uttar Pradesh. “The winter carnival was a surprise for us and shows how warmly tourists are being welcomed.”
She said visiting snow-covered areas such as Aru Valley and Chandanwari was unforgettable. “Seeing snow here feels magical, and the hospitality of the locals makes the experience even better,” she added.
The carnival features cultural performances including Raouf and Band Pather, themed stalls, traditional art and local delicacies such as Kashmiri Wazwan and Kehwa, drawing both tourists and locals.
Pony Wallas, cab operators, tourist guides, photographers and traders have joined the celebrations, giving a collective hope that the Winter Carnival will mark a turning point in Pahalgam’s journey toward a full revival of tourism.