Valley-based event planners are reporting a significant surge in pre-wedding shoots. “People from across the country are now choosing Kashmir for their pre-wedding shoots. The response has been overwhelming,” said Dawar Nath, owner of a Srinagar-based event company, speaking to The Tribune.
He noted that proposal events and destination weddings are also contributing to the tourism industry in Kashmir. “Couples from different states are coming here and thoroughly enjoying the experience,” Nath added. Recently, Nath organised a pre-wedding shoot on the mountains of Apharwat in Gulmarg. “A helicopter was used for the shoot,” he shared.
Kashmir is also gaining popularity for destination weddings. Nath said many NRIs and Kashmiri Pandit families were opting to host their weddings in the Valley. “Although it is an expensive affair, the trend is on the rise. Over the past few years, I’ve managed several destination weddings here,” he said.
Amir Gulzar, a Srinagar-based photographer, observed that couples who previously travelled abroad for wedding shoots are now choosing Kashmir. “With the growing popularity of Kashmir on social media, more couples are preferring the Valley,” he said. The trend, which began about two years ago, has peaked in 2024. “With so many picturesque locations available, clients have a wide range of options. We even get clients who prefer shoots in the snow,” Amir added.
However, experts caution against the strain of tourism on fragile ecosystem. “The increasing number of tourists is a positive development, but the government must focus on infrastructure development and upgrading existing facilities,” said Rauf Tramboo, president of the Travel Agents Association of Kashmir.
