Kashmir Listed Under ‘Cool Summers of India’ Campaign

The Indian government is actively promoting Jammu and Kashmir as part of its ‘Cool Summers of India’ campaign, given the prevailing heatwaves across the nation. Over 50 destinations have been carefully selected in consultation with state governments and Union territories to be highlighted as tourist attractions.

Jammu and Kashmir are among the key destinations being promoted under this campaign. The focus is developing places like Patnitop to provide tourists with an alternative to the scorching heat experienced in popular hill stations such as Shimla, Manali, Nainital, or Mussourie. Other selected destinations include Bir Billing, Kinnaur, Dalhousie, and Tirthan in Himachal Pradesh, Auli in Uttarakhand, Wayanad in Kerala, Thenzawl in Mizoram, and Kurseong in West Bengal.

The government’s strategy is not just about promoting lesser-known places celebrated for their crafts, culture, and cuisine. It’s also about decongesting overcrowded hill stations and managing tourist flow in popular locations, ensuring a sustainable and enjoyable travel experience for all.

The ‘Cool Summers of India’ campaign has received a warm welcome from tourism stakeholders and local authorities in Jammu and Kashmir. They are optimistic about its potential to attract a substantial influx of tourists to the region, with many citing the increased bookings and positive feedback from tourists as evidence of its success.

Umar Ahmad, a travel agent, has expressed confidence in the campaign’s ability to boost tourism in Kashmir further, stating that the government’s promotion of well-known and offbeat places in the region will accommodate more tourists and contribute to the growth of the tourism industry. As the summer heat grips the rest of India, tourist flow to Kashmir has already increased, with hotels fully booked for May and June.

Rouf Ahmad Tramboo, president of the Travel Agents Association of Kashmir (TAAK), reported that most hotels in Kashmir are currently occupied by tourists. He expressed optimism about sustaining this flow of tourists throughout the remaining months and breaking previous tourism records, following encouraging tourist numbers during the winter and spring seasons.