Kashmir tourism industry has found a major setback due to the tremendous upswing in the militancy since the year 1989. Besides enriched with copious natural beauty, tourists has mostly avoided the picturesque tourist destination. The latest announcement that Germany will relax its travel advisory for Kashmir will certainly have positive impact on the tourism industry. The valley has been devoid of foreign tourists for now more than a decade. The factor behind the less international travellers’ visits, is the negative perception about the valley. In the sixties and seventies the whole valley was full of tourist both international and domestic. But the prevailing scenario is that majority of the tourists visiting the valley are domestic tourists. With the positive news Jammu and Kashmir holiday packages will also get a boost with more and more foreign backpackers booking them.

The valley is home to some of the charismatic landscapes and is also famed as the "Paradise on Earth". The lush green meadows with shepherds grazing their animals, encircled by the lofty snow covered mountains have not been fully explored by the foreign tourists. Though the region is still a major holiday destination for Indians during their summer vacations, international travellers still fear of the region. Steiner has extended its full corporation to the state of J&K. The decision is a stark contrast in comparison to other Western European countries who have banned their citizens traveling to the militancy-hit area. The decision has come out on a wake, when militancy and cross-border firing is all time high. The scenario may diminish the tourism in Kashmir if the local government do not extend its full corporation and security to the foreign travellers.

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