Echoes from the meadows! Mountains are calling, and I must go

This poetic sentiment embodies the soul of Kashmir’s legendary hospitality—where the guest is not merely welcomed, but revered.

The deep-rooted tradition of mehmaan-nawazi in Kashmir is more than cultural—it is spiritual. Inspired by Sufi philosophy, it draws from values of compassion, dignity, and service.

Across every lane in Srinagar, in every hamlet of Gulmarg, and along the winding paths of Pahalgam, this spirit is unmistakable.

Post natural and unnatural calamities, shock tremors, and the crisis of confidence, for a region where nearly 7% of GDP and the livelihoods of many hinge directly or indirectly on tourism, the repercussions may have been a concern.

Hotels reported near-total cancellations. Houseboats lie motionless on Dal Lake. Shikaras drift idle.

A family trip to Gulmarg, full of non-locals, scarcely allowed you to see the locals.

Echoes of positivity rise and inspire the reincarnation of hospitality in Kashmir, with the reopening of some of the tourist spots which were temporarily closed as precautionary measures.

Viewed in the news, the hospitality (tourism-dependent) sector may feel hopeful of “achhey din.”

The majority—nearly 70% of the population—depends on agriculture and allied sectors like horticulture and attaches hope to the VB Train—fruit growers are brimming with optimism—and are calling for the next step: a dedicated freight train service to transport apples directly from Kashmir to Delhi and other key markets.

The recent successful rail shipment of cherries to Delhi has opened new possibilities. Mountains and meadows enchant every explorer of nature.

“No doubt the cluster of two-winged guests (birds) did make an appearance—others will also return, and we will overcome this darkness together,” asserts a prominent hotelier. “Kashmir Chalo—a call for healing through hope.”

Rebuilding trust through the hospitality sector has responded with creative and determined initiatives.

The Travel Agents Association of India (TAAI) rolled out the “Let’s Visit J&K” campaign, supported by airlines, hotels, and the concerned Ministry. Incentives like discounted packages, better air connectivity, and curated experiences have been introduced to attract travellers back.

Civil society, as the healing force, envisions true peace is not built on economics alone—it requires empathy. Overcoming challenges with collective will, through the Kashmir Initiative Groups, promotes cultural diplomacy, sending positive welcome messages across the lines of geography.

As one peace advocate aptly notes, “Peace we promote, peace we love.”

While efforts are promising, challenges persist. Safety concerns remain real for any tourist, and the fragile political ceasefire adds uncertainty.

Remote destinations like Doodhpathri, despite their immense potential, remain still inaccessible. Doodhpathri and other tourist destinations warrant upgrading telecommunication infrastructure, promoting eco-tourism and horticulture, and ensuring reliable information-sharing to counter disinformation or fake news.

What’s needed is not just infrastructure but intentional investment in hospitality as trust.

Reclaiming the Kashmiri smile is the emotional reset to hospitality.

In the words of Balt Rodriguez: “Not because everything is perfect, but because you’ve made it through things you once thought you couldn’t… Happiness doesn’t always come with fireworks—sometimes it starts with a quiet decision to try.”

The initiative is more than a campaign; it’s a declaration that Kashmiris deserve trust, visitors deserve reassurance, hospitality, and the valley deserves a chance to breathe again.

As seasonal, cultural, and religious festivals approach, the call becomes louder: Let healing take the lead.

Even socio-cultural political figures resonate with the sentiment.

Mrs. Nayeem Mahjoor, through her social platform, advocates for school trips and residential holidays in Kashmir, emphasizing how domestic tourism can be a confidence-building measure (CBM).

Former CM Omar Abdullah paddling in Pahalgam with his sons, echoing the legacy of the late S.A.S. Qadri, former Divisional Commissioner of the late sixties, brings back memories of governance and hope rooted in visibility and accessibility.

Choosing clarity—and anything that consistently clouds your expectation is not love; it’s a lesson.

In the broader sense, the Valley’s story mirrors many lives—hurt but hopeful, confused but capable of clarity.

Awakened societies—like awakened individuals—no longer chase ambiguous affirmations.

As the piece closes, a whisper remains, “Someday soon, the meadows will echo again with smiles, not alerts.” Reviving Kashmir’s hospitality sector isn’t just about rebranding a destination.

It’s about restoring trust to its people, rebuilding the bridges that connect cultures and ethnicities, and reaffirming that every step matters. Whether you visit as a tourist, contribute as a policymaker, or support as a citizen, your participation holds power.

“Har ek dil ki duaye bula rahi hai tumhe” — Kashmir’s echo today is not one of despair—it is an invitation.

To walk, see, smile, and believe again. Let us choose not just to survive, but to truly live with our hospitality traits, which identify us.