Ganderbal, Kashmir – Once a seasonal summer haven, Sonamarg is experiencing a dramatic transformation into a vibrant, year-round tourist destination, thanks to the game-changing Z-Morh Tunnel. More than just a feat of engineering, the 6.5-kilometer tunnel is unlocking economic opportunities and empowering local communities in unprecedented ways.
Inaugurated on January 13, the Z-Morh Tunnel provides reliable, all-weather connectivity to Sonamarg, previously cut off during the harsh winter months due to heavy snowfall and hazardous road conditions. The immediate impact has been remarkable. In just the first 16 days, over 55,000 tourists, including 1,114 foreign visitors, have flocked to the region, injecting fresh life into the local economy.
“Earlier, due to the lack of road connectivity, Sonamarg would witness a sharp decline in visitors during December, January, and February, leaving local businesses struggling. This year, however, the scenario has changed completely,” stated Ghulam Mohammad Bhat, CEO of the Sonamarg Development Authority. He emphasized that the year-round accessibility has ensured continuous employment and income generation for locals.
The ₹2,717 crore tunnel project has done more than just improve transportation; it’s sparked economic growth. Local vendors who previously faced a six-month off-season are now able to sustain their livelihoods throughout the year. The surge in tourist footfall has created increased demand for local products, accommodations, restaurants, and transportation services, generating a positive ripple effect throughout the economy. The increase in tourist numbers has also attracted investment from larger hotel chains, bringing new employment opportunities to the valley.
Adding to Sonamarg’s appeal is the development of a state-of-the-art ice-skating rink by the Sonamarg Development Authority (SDA), further solidifying the region’s appeal as a winter sports destination. This initiative not only attracts tourists seeking adventure but also creates opportunities for local youth to pursue careers in winter sports, whether as athletes, coaches, or within the hospitality sector.
“This initiative is not just about attracting tourists; it’s also about creating opportunities for local youth,” an SDA official explained. “The rink offers a platform for them to engage with winter sports professionally, whether as athletes, coaches, or in the hospitality sector.” The SDA is also planning to offer professional training for local youth so that they can become certified trainers and guides.
However, the Z-Morh Tunnel has also presented certain challenges. The increased tourist influx has put a strain on local infrastructure, particularly in terms of waste management and traffic congestion. Authorities are actively working to address these issues through improved infrastructure and enhanced traffic management measures. Additionally, concerns have been raised regarding the environmental impact of increased tourism. Sustainable tourism practices are being encouraged to ensure that the region’s natural beauty is preserved for future generations.
One of the most remarkable developments has been the rise of local ‘Reel-Makers’ who have turned their passion for cinematography into a lucrative business. These young entrepreneurs curate short, engaging videos showcasing Sonamarg’s stunning landscapes and tailor-made experiences for tourists, charging ₹250 per reel. With the increasing popularity of social media, these reels serve as powerful marketing tools, attracting more visitors and generating income for the community.
“We want tourists’ stay to become memorable in Sonamarg. This also helps in promoting Sonamarg across the country as a new winter destination in Kashmir. These tourists post these reels on social media and spark more curiosity about the place,” said Khusheed Mir, a local reel-maker. Farhad Lone, another reel-maker, has garnered over 1.1 million followers on Instagram, highlighting the impact of social media in promoting Sonamarg as a must-visit destination.
Looking ahead, stakeholders are working collaboratively to ensure that Sonamarg’s transformation is sustainable and beneficial for all. Plans are underway to further develop infrastructure, promote eco-friendly tourism practices, and empower local communities through skills training and entrepreneurship programs. The Z-Morh Tunnel has not only opened up Sonamarg to the world but has also opened up a world of opportunities for the people of Sonamarg. With careful planning and sustainable development practices, Sonamarg is poised to become a premier destination for winter tourism, offering a unique blend of natural beauty, adventure and cultural experiences.
