Army-led tourism drive pitches north Kashmir border belt as next big destination

Kupwara, Jun 7: In a significant development, the Indian Army and the district administration Kupwara has unveiled an ambitious tourism promotion initiative showcasing the vast untapped potential of North Kashmir’s border regions.

From the remote villages of Keran and Machhal to the high-altitude valleys of Gurez, Karnah, Tangdhar and Bangus, the Indian Army along with the district administration is pushing to transform the northern frontier into a thriving tourism destination.

The initiative was launched at a tourism promotion event in Kupwara on Sunday wherein an online tourism portal ‘Shumali Kashmir’ was unveiled while an extensively curated North Kashmir Tourism Magazine was also released as well. Both are developed by the Indian Army to promote border tourism and create new livelihood opportunities for local communities. The richly illustrated publication presents North Kashmir as a destination where adventure, culture, history and nature converge.

Featuring more than a hundred pages of destination profiles, travel guides and visual narratives, the magazine maps out an emerging tourism circuit across some of the region’s most remote and picturesque landscapes. Among the destinations highlighted are the frontier villages of Keran, Machhal, Karnah and Tangdhar besides the famed Bangus Valley and the mysterious Kalaroos caves, the lush Lolab Valley, and the breathtaking heights of Gurez. It also showcases Chakwali, the last inhabited settlement before the Line of Control (LoC). The magazine showcases several little-known attractions that officials believe could attract tourists seeking offbeat experiences.

These include the Shina Cultural Centre in Machhal, established to preserve the heritage of the ancient Dard-Shina tribe, traditional wooden architecture in remote mountain villages, the historic Kalaroos cave complex associated with local legends, and high-altitude passes such as Zamindar Khan Gali (Z-Gali) that offer sweeping views of the Himalayan landscape. The magazine also identifies emerging trekking destinations, alpine meadows, mountain viewpoints, heritage settlements and cultural sites spread across the border belt. Detailed travel information, accommodation options, camping sites and road connectivity guides have been included to encourage tourists to venture beyond conventional destinations. An official said the initiative aims to reposition north Kashmir from a region known primarily for its strategic importance to one recognised for its tourism potential. During the event, stakeholders said that north Kashmir possesses all the ingredients required for a world-class tourism destination, including pristine valleys, snow-clad peaks, adventure sports opportunities, vibrant local culture, unique architecture and warm hospitality.

An exhibition featuring products and enterprises nurtured through Indian Army-supported initiatives were also showcased during the event.

Entrepreneurs representing Barkat Bistro, FLOWK, Harmukh Sheen Washing Powder, Keran LED Bulbs and artisans from Tulail and Karnah displayed locally manufactured products to highlight how tourism can support grassroots entrepreneurship and rural livelihoods.

The officials from the tourism and planning departments, travel operators, transporters, hoteliers, homestay owners and tourism entrepreneurs deliberated on ways to improve tourism infrastructure, enhance visitor experiences and create sustainable economic opportunities for local residents.

According to the officials, the initiative is designed around community participation and responsible tourism practices while ensuring that economic benefits flow directly to border villages through homestays, handicrafts, transport services, local businesses and women-led enterprises.