Purple Hope Rises in Kashmir How Lavender Fields Are Healing Tourism Woes

Ulfat Jaan

Srinagar June : 30 Amid heightened security restrictions in border areas due to recent Indo-Pak tensions, tourists and locals have discovered a new attraction—Kupwara’s Lavender Village—offering a serene escape for families and friends.
With several popular tourist destinations in Kashmir currently off-limits, border villages like Machil, Keran, and Teetwal—once must-visit spots—have seen stringent restrictions imposed this year. These measures have not only disrupted border tourism but also deterred travelers. However, Nutnusa’s Lavender Field has emerged as an unexpected draw for visitors seeking alternative experiences.
Peerzada Zubair, a local resident, told Morning Kashmir that the lavender field has quickly become a favorite spot for both tourists and residents. “People come here with their families and friends to relax, take photos, and even shoot reels and videos,” he said, noting a steady rise in footfall.
Sameer, another resident, highlighted the potential of the site to compensate for the decline in border tourism. “If authorities actively promote this lavender field, it could significantly benefit the local economy,” he said. “Kashmiris are always eager to explore new places, and attractions like this can become major hits, providing livelihoods for many.”
Suhail Ahmad Wani, a recent visitor, shared his enthusiasm with Morning Kashmir, calling the lavender village a captivating addition to Kupwara’s tourism landscape. “The district has immense potential, but recent tensions have hurt border tourism. New attractions like this can help revive interest,” he said. He urged officials to formally develop and promote the site to boost the local economy.
Earlier this year, the Army’s Azmat-e-Hind initiative at the Line of Control (LoC) in Teetwal was seen as a catalyst for border tourism, transforming the area from a conflict zone into a “beacon of hope and tourism.” However, renewed Indo-Pak tensions have disrupted life in border villages, leading to tightened restrictions.
Azmat-e-Hind—meaning “Pride of India”—showcased a 104-foot-high national flag, symbolizing the valor of the armed forces, the resilience of locals, and the beauty of the region. Other areas like Keran, Machil, Teetwal, and Bangus Valley had also gained popularity as premier tourist destinations, drawing visitors year-round. Cultural programs organized by civil and military authorities further boosted their appeal. However, these areas have now been declared no-go zones for the season.
The recent attack in Baisaran meadows, which claimed the lives of 25 tourists and a pony operator, dealt a severe blow to Kashmir’s tourism sector. The incident triggered mass tourist departures and led to over 95% booking cancellations in Pahalgam hotels for the following months. While tourism is gradually recovering, the current visitor base consists largely of local travelers.