Tourism in Jammu and Kashmir has witnessed a remarkable rise in recent years. Government data shows that the Union Territory recorded over 2.36 crore tourist arrivals in 2024, one of the highest numbers in its history. Hotels, transport services, and tourism-related businesses have expanded rapidly as the region continues to attract visitors from across India and abroad.

However, while tourism is often highlighted as the face of economic growth in Kashmir, a closer look at economic data suggests that the rural economy still relies heavily on agriculture and horticulture.

According to the Jammu and Kashmir Economic Survey, the agriculture and allied sector contributes around 20.45 per cent to the region’s Gross State Value Added (GSVA). This makes it one of the largest contributors to the local economy. In addition, agriculture and related activities provide livelihoods to nearly 43 per cent of the workforce in the Union Territory.

Horticulture, especially apple cultivation, plays a central role in this rural economy. Kashmir produces over 70 per cent of India’s apples, making it the country’s largest apple-producing region. Annual apple production in Jammu and Kashmir is estimated to be around two million tonnes, according to data from the horticulture department.

The economic impact of the apple industry is significant. Experts estimate that around 3.5 million people are directly or indirectly dependent on horticulture, including farmers, labourers, traders, and transport workers. For many rural households, income from orchards remains the primary source of livelihood.

In comparison, tourism contributes an estimated around 7 per cent to the region’s economy. While the tourism sector generates employment in urban centres such as Srinagar, Gulmarg, and Pahalgam, its benefits are not distributed evenly across rural areas.

The sharp increase in tourist arrivals has created a strong perception that tourism is becoming the main driver of Kashmir’s economy. Yet, the data suggests that agriculture and horticulture still form the backbone of rural livelihoods.

Economists warn that focusing too heavily on tourism could overshadow challenges faced by farmers. Issues such as fluctuating fruit prices, transportation disruptions, climate change, and storage infrastructure continue to affect the agricultural sector.

For example, apple growers frequently face difficulties in transporting produce to markets outside the region due to highway disruptions and rising logistics costs. These problems directly affect rural incomes and economic stability.

Tourism growth is undoubtedly a positive development for Jammu and Kashmir. It creates new business opportunities and helps improve the region’s image as a travel destination. However, relying too heavily on tourism alone could make the economy vulnerable to seasonal fluctuations and external shocks.

The data suggests that a balanced approach is necessary. While tourism can continue to grow as a major sector, agriculture and horticulture must remain central to economic policy because they support millions of livelihoods.

Ultimately, the real strength of Kashmir’s economy lies not in choosing between tourism and agriculture, but in ensuring that both sectors grow together. Strengthening rural infrastructure, improving market access for farmers, and supporting the horticulture industry may prove just as important as promoting tourism in shaping the region’s long-term economic future.

Khushi Tyagi, M.A. in New Media Communications, Indian Institute of Mass Communication (IMC), Jammu

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