Beyond the usual circuit, Uri makes its mark on Kashmir tourism

For decades, Kashmir’s tourism narrative has revolved around destinations such as Gulmarg, Pahalgam and Srinagar. But a growing number of travellers are now venturing off the beaten track, discovering the untouched landscapes and village life of Uri in north Kashmir. Among them is Rohini, a Bengaluru native currently based in London, who spent four days exploring the border town and has emerged as an unlikely ambassador for the region’s tourism potential. In a video shared on social media, Rohini described her visit to Uri as one of the most memorable travel experiences she has had and encouraged tourists to look beyond the Valley’s traditional destinations. Having discovered her accommodation online with little prior knowledge of the area, she decided to take a chance on Uri — a decision she said exceeded all expectations. What left the strongest impression, she said, was not only the region’s breathtaking scenery but also the warmth and generosity of its people. During her stay, Rohini visited Doodran village, where residents welcomed her into their home and served homemade yogurt. “The hospitality of the people of Doodran was one of the most memorable parts of my trip,” she said. She also explored Kamman Post and trekked through the surrounding hills with the assistance of a local guide recommended by her hosts. According to Rohini, Uri offers a unique blend of experiences, from village tourism and nature walks to trekking routes suited for both beginners and seasoned hikers. She also praised the local cuisine and accommodation, saying her hosts ensured that visitors felt at home. Calling Uri a safe destination for travellers, she appealed to tourists to experience the area for themselves rather than limiting their itineraries to Kashmir’s established resorts. Her endorsement has drawn attention to lesser-known villages such as Bijhama and Doodran, highlighting their potential as emerging destinations for rural, adventure and eco-tourism. The growing interest in Uri reflects a broader shift in Kashmir’s tourism landscape. As Greater Kashmir has reported earlier, an increasing number of visitors are moving away from crowded destinations in search of pristine forests, hidden waterfalls and authentic village experiences across north Kashmir. The transformation is also being supported through official efforts to promote border tourism. The civil administration and the Indian Army have launched initiatives to showcase the tourism potential of remote regions, including Keran, Machhal, Gurez, Karnah, Tangdhar and Bangus. As part of these efforts, the Indian Army has launched the ‘Shumali Kashmir’ online tourism portal and released a comprehensive North Kashmir Tourism Magazine, aimed at promoting border destinations and generating livelihood opportunities for local communities. The publication features detailed destination profiles, travel guides and visual narratives, presenting north Kashmir as a region where adventure, culture, history and nature come together, while encouraging travellers to explore some of the Valley’s least-explored landscapes.

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