As a consequence of increased levels of violence in Kashmir after 1990, tourists before booking their tickets to Valley, found more important to first update themselves about the prevalent security scenario in the valley.
While surfing the info space they came across negative news which then led them to open another negative news thus resulting in a chain reaction of negative news over their screens.
This made a huge impact on their perspective about Kashmir as they thought the valley to be totally unsafe and thus resulting in change of destination to some other tourist place with valley shifting to a less preferred option and the cycle continued.
A few who neglected the doomsday scenario prevalent in the info space and visited the Kashmir Valley didn’t find the ground situation to be so bad as projected in the Social Media domain. They felt themselves to be lucky to have ignored the chatter and to have come to Kashmir to see the paradise. At the same time they felt astonished with the differences that they witnessed in reality and over the internet. Internet had offered them with dreadful images of Kashmir roads full of concertina coils and barbed wires, closed markets, killing of innocent people, continuous curfew, stone pelting, agitated people and so on. But in reality, the Valley welcomed them with its humanity, hospitality, authentic Kashmiri food, picturesque landscapes, natural lakes, waterfalls, weather, rich culture, its history and Kashmiriyat.
Tourists visiting Kashmir Valley have gone back with unforgettable lovely memories which they have shared with their near and dear ones. This has further resulted in ignition of spark and a chain reaction in others to come and feel that unforgettable experiences which the Valley offers. These are the people who contribute much towards changing people’s perception about the situation in the valley and most importantly the Kashmiri people who offer them a unique experience of trust and warmth.
Over the years, continuous collective efforts have resulted in upsurge in tourism in the valley in year 2021 which is expected to rise further in upcoming months.
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