MUZAFFARABAD: The scenic Kashmir Valley with its verdant hills, dense forests, cascading waterfalls and historic landmarks, continues to captivate tourists from around the world.
Each year, millions of both domestic and international travelers visit Azad Kashmir, drawn by its natural beauty and serene landscapes.
According to the Department of Tourism and Archaeology, more than 1.5 million tourists visited the region’s plains and mountainous areas in 2025. Authorities predict that this number will see a significant increase by the end of June 2026, as new tourist destinations are being introduced to cater to the growing demand.
Chaudhry Mehrban, Director General of Tourism and Archaeology, shared insights on the growing trend of adventure tourism. “During the winter season, thrill-seekers flock to snow-covered areas such as Leepa Valley, Neelum Valley, and Ganga Choti,” he said. “These regions offer unique experiences for those looking to embrace the beauty and adventure of Kashmir’s winter.”
The influx of tourists has not only boosted the region’s profile but also created valuable employment opportunities for the local population. Hospitality, transport, and tour services are seeing a steady rise, offering livelihoods to many in the area.
As part of ongoing efforts to enhance the tourism sector, authorities are also focusing on improving infrastructure and services to provide a safer and more enjoyable experience for visitors. Plans for better roads, accommodation, and security measures are already in the pipeline to meet the increasing demand.
