At the base of the Pir Panjal mountains, the expansive, snow-covered meadows of Dobjan in the Shopian district, approximately 70 km south of Kashmir, recently hosted a unique snow festival.
This two-day event, which wrapped up on Sunday, aimed to highlight the area’s lesser-known tourist spots and stimulate the local economy. Situated at an elevation of over 9,000 feet along the historic Mughal Road, Dobjan is celebrated for its towering pine trees, therapeutic hot springs, and breathtaking snow-capped peaks. However, unlike other popular destinations in the region, this enchanting locale has remained largely unexplored due to a lack of sufficient infrastructure, mobile connectivity, and effective promotional efforts.
In response to this challenge, local authorities organized the snow festival to showcase the area’s stunning environment and rich cultural heritage. “The festival not only highlights the region’s beauty but also emphasizes the potential for tourism development,” stated Mohammad Shahid Saleem Dar, the District Magistrate.
The festival, named after the beloved love story of Heemal-Nagrai, offered a variety of activities, including snow sculpting, skiing, and snow cricket. Local handicrafts and cuisines were also prominent features of the event.
In 2024, the Kashmir Valley welcomed about 3 million tourists, reflecting a 10 to 12 percent increase in foreign visitors. However, the majority tended to flock to well-known spots like Gulmarg and Pahalgam, leaving off-the-beaten-path locations largely undiscovered.
Numerous such hidden gems, including Mughal Road, Daksum, Sinthon Top, Gurez, and Lolab, possess significant potential to become popular tourist destinations. Following a season of minimal snowfall last year, many lesser-known sites experienced substantial snow this winter, providing tourists an excellent opportunity to explore these areas and highlighting the urgent need for better development and promotion.
“It has been a priority for the government to enhance and promote lesser-known tourist destinations to attract more visitors,” remarked a tourism official. In recent years, various snow festivals and carnivals have been organized in numerous locations to shine a spotlight on these hidden treasures.
Notably, in 2023, the Jammu and Kashmir Tourism Department identified 75 off-the-beaten-path locales for promotional efforts. The department, in collaboration with other stakeholders, undertook digital marketing campaigns to bring attention to these destinations.
