Nadia Mir
New Delhi, Nov 19: India’s travel industry is entering one of its strongest phases in recent years, with a new Google-commissioned Kantar report showing soaring consumer confidence, rising disposable spending and a clear shift towards premium travel experiences. With 88 per cent of Indians eager to travel, industry experts say the trend presents a major opportunity for Kashmir — a destination already high on the aspiration list of domestic travellers.
The report highlights a powerful shift: travellers are willing to spend more, stay longer and prioritise comfort and unique experiences. Domestically, 72 per cent say cost is no longer their primary concern, while 81 per cent expect to splurge on their next trip. This consumer mindset aligns closely with what Kashmir offers — high-value snow tourism, boutique stays, adventure sports and experiential rural tourism.
Unlike generic destinations, Kashmir stands out in India’s aspirational travel landscape. The report shows that YouTube is now the leading source of travel inspiration for 68 per cent of travellers, and Kashmir is already one of the most consumed tourism niches on the platform, with videos on Gulmarg’s ski slopes, Sonamarg’s summer meadows, and the autumn Chinar season routinely crossing millions of views. Creators influence the travel decisions of 59 per cent of viewers, and Kashmir’s visual richness gives it a natural advantage in this creator-driven discovery era.
This is precisely where Kashmir tourism can strategically benefit.
First, the premiumisation trend can directly lift the region’s high-end tourism sector. Luxury resorts, heritage properties, houseboats, and ski packages in Gulmarg are already in demand; a traveller base willing to spend more can significantly raise revenue for local businesses.
Second, Kashmir can leverage the growing reliance on digital platforms. With 85 per cent of travellers booking online, improved digital infrastructure — including verified accommodation listings, real-time updates, official tourism content, and influencer partnerships — can convert online interest into actual visits.
Third, travellers are seeking deeper experiences rather than basic sightseeing. Kashmir has an edge here too. Its offerings — winter sports, food tours, craft trails, nomadic experiences in Gurez, lakes and meadows in Pahalgam, and offbeat eco-trails in Dachigam and Lolab — fit perfectly into the “experience-first” travel model highlighted in the report.
Industry observers say that if Kashmir intensifies its digital marketing efforts, streamlines booking processes, and highlights premium and niche offerings, the current travel boom can translate into record tourist inflows. The trend also opens room for new tourism segments such as wellness retreats, film tourism circuits, adventure activities, and high-altitude festivals — all areas where Kashmir has natural strengths.
