Marriages Made In Heaven: Why Kashmir can become the next big, fat wedding destination

Well-known hotelier Mushtaq Chaya says that Kashmir’s favourable weather, majestic beauty, local hospitality, and infrastructure provides a perfect setting for a romantic and ethereal wedding celebration.

On March 7, 2024, when Prime Minister Narendra Modi came to Srinagar after five years, he urged people to plan their weddings in Kashmir, also known popularly as `Paradise on Earth.’

Modi said that instead of flying abroad for marriages and spending a lot of dollars, people can come to Kashmir for their weddings.

Addressing a rally at Srinagar’s Bakshi stadium for the first time since the abrogation of Article 370 in 2019, which conferred a special status on the erstwhile state, the PM said his next mission is “Wed in India.”
“I suggest that the people of my country avoid hosting weddings abroad. People should host weddings in J&K, stay in the beautiful valley for three days, and spend lavishly so that people of the region can also earn their livelihood,” he said.
But even before the PM’s exhortation, the valley has seen a surge of destination weddings over the past few years. A senior official from the Department of Tourism, Kashmir, told Moneycontrol that in the past two years Kashmir has hosted 150 destination weddings, and the numbers are increasing by the day. “The Himalayan region has huge potential as a wedding destination. Destination weddings can also boost tourism in the region. We are glad to see both Indian as well as foreign clients coming to Kashmir for destination weddings,” he added.

In November last year, the Jammu and Kashmir (J&K) government had said that with the help of the tourism department, destination weddings have picked up in a big way, which will also boost tourism in the region. In 2023, In 2023, 2.12 crore tourists visited J&K, as stated by Lieutenant Governor Manoj Sinha in January 2024. .

Well-known hotelier Mushtaq Chaya says that Kashmir’s favourable weather, majestic beauty, local hospitality, and infrastructure provides a perfect setting for a romantic and ethereal wedding celebration.

“We are looking to host more and more destination weddings in Kashmir. The ideal time for weddings in Kashmir is between April to October, when, compared to the rest of the country, the temperature here remains moderate. In summer, when the sun is blazing in mainland India, Kashmir’s mild temperatures and clear skies provide a comfortable environment for outdoor ceremonies and festivities,” Chaya told Moneycontrol.

Apart from the weather, Kashmir’s ample natural beauty — its blooming meadows, dense forests, crystal-clear lakes, and snow-capped mountains — has made it a popular destination for weddings and young couples.
Chaya, who is the Chairman of the Radisson Collection Hotel & Spa in Srinagar, said his hotel hosted two destination weddings last year. “Our clients were very happy with the arrangements. Other five-star hotels, such as Vivanta (Taj group), Centaur, Lalit Grand Palace, and Khyber Himalayan Resort & Spa in Gulmarg, offer facilities for hosting destination weddings,” said Chaya.

Rooms rates in such hotels go from Rs 10,000 up to 30,000 per night in Srinagar as well as the famous tourist resorts of Gulmarg and Pahalgam, in the wedding season.

Vinit Chhabra, General Manager, Khyber Himalayan Resort & Spa in Gulmarg, said the number of destination weddings in Kashmir will increase following Modi’s appeal. “Just like the influx of tourists to Lakshadweep increased after Modi’s appeal, similarly the number of destination weddings in Kashmir will also increase,” he added.

Dr Tariq Ahmad Mir, a faculty member at the Central Institute of Hotel Management, Srinagar, said that Kashmir’s rich cultural heritage and warm hospitality can make weddings even more memorable and special for couples. “Apart from the hospitality and the etiquette of the people, the mouth-watering wazwan ( traditional Kashmiri multi-course meal) can be an incredible wedding experience for both couples as well as guests,” Mir explained.

Chhabra said that his hotel hosted two destination weddings last year, but he has received more queries this year from across India. “We could not host destination weddings earlier due to the political turmoil, which is why the business here is currently in its infancy. It will take some time for Kashmir to compete with the country’s top wedding destinations — Rajasthan and Goa. We have some logistical challenges when it comes to hosting large-scale, high-end weddings. However, we are in touch with all stakeholders, mainly wedding planners and event managers, to host such weddings and provide a remarkable experience for the bride, the groom, the families, as well as guests,” he said.

Mir also said that both the government as well as hoteliers need to upgrade the current infrastructure in collaboration with all stakeholders, including wedding planners, fashion designers, make-up artists, set designers, etc.

“Following the PM’s appeal, I can see destination weddings growing in Kashmir, and we need to be ready. For instance, the government can invite influencers from across the world to demonstrate what Kashmir has to offer, and help build the demand for destination weddings here,” he said.

Mir said that destination weddings can boost tourism and generate employment for locals, as “Well-off families spend between Rs 50 lakh to 2 crores on a wedding.”

Both Chaya and Chhabra say that destination weddings are a relatively new concept in a place like Kashmir, but hoteliers are developing the required facilities and curating packages to attract people.