Gulmarg (Jammu & Kashmir), Feb. 19: Gulmarg is witnessing an extraordinary surge in tourist interest ahead of the Khelo India Winter Games (KIWG) 2026, offering a real-life manifestation of the Khelo Bharat Niti, the sports policy launched by the Union sports ministry in July last year.
Tourism surge ahead of Khelo India Winter Games 2026
The Gulmarg leg of the Khelo India Winter Games will take place from February 23 to February 26, bringing together India’s top skiers, including Winter Olympians. As a result, the scenic Himalayan destination is rapidly transforming into a vibrant hub of sports tourism.
Moreover, the Khelo Bharat Niti aims to leverage sports not only to enhance infrastructure and talent identification but also to drive economic development. In particular, the policy focuses on boosting tourism, manufacturing, and sports technology by hosting international-standard sporting events recognised by the International Olympic Committee.
Therefore, the current surge in tourist arrivals highlights how sports can directly benefit regional economies. For Jammu & Kashmir, where tourism remains a major source of income, the Winter Games are proving to be a significant opportunity.
Local businesses and hotels see major boost
Local businesses are already experiencing the positive impact. Abeed, a hotelier at Sheen Woods Tangmarg, revealed that bookings increased significantly weeks before the event.
Abeed said, “For us, this is more than just tourism. It is our identity. When the Games happen, Gulmarg feels like the heart of the country.”
He pointed to athletes from Madhya Pradesh, Haryana, Kerala, Telangana, and Jammu & Kashmir staying at his property.
Abeed added, “You hear different languages at breakfast. It feels like a country in one room.”
Khelo India Winter Games journey shows strong growth
The growth of the Khelo India Winter Games in Gulmarg has been remarkable. In 2020, the first edition saw 1,123 athletes competing in 13 disciplines, with Jammu & Kashmir leading the medal tally.
Subsequently, participation increased to 1,208 athletes in 2021, and by 2023, it peaked at 1,395 athletes. Jammu & Kashmir continued its dominance by winning 26 gold, 25 silver, and 25 bronze medals.
Although participation slightly declined in 2024 and 2025, competition became more intense, with teams from the Indian Army, Himachal Pradesh, and Karnataka delivering strong performances. Nevertheless, Gulmarg’s energy and enthusiasm remained stronger than ever.
Khelo Bharat Niti helping tourism recover and grow
Following the April 2025 terror attack in Pahalgam, tourist arrivals dropped significantly, with around 10.47 lakh visitors compared to 26 lakh in 2024. However, tourism officials confirmed that arrivals increased again during the New Year period and ahead of the Winter Games.
Watch tourism revival ahead of KIWG 2026
According to the tourism department, Gulmarg currently offers approximately 2,300 beds in hotels and huts. Notably, over 50 percent of accommodations are already booked during the Games period, demonstrating strong demand.
The Games will feature four major medal events:
- Ski Mountaineering
- Alpine Skiing
- Nordic Skiing (Cross-country)
- Snowboarding
Local workers and residents benefit directly
The economic benefits are reaching local workers as well. Sledge pullers Altaf Hussain and Muhammad Rafiq, who assist tourists and athletes on the slopes, described the Winter Games as their most important season.
Altaf Hussain said, “This is our season. When the games start, Gulmarg comes alive.”
They charge between Rs 500 and Rs 1500 per trip, earning between Rs 1500 and Rs 3000 daily during peak activity. Without tourism, however, their income drops significantly.
KIWG 2026 expected to strengthen Gulmarg’s global status
As the sixth edition of the Khelo India Winter Games approaches, Gulmarg is no longer just experimenting with winter sports. Instead, it is building a lasting legacy.
Consequently, the event will not only attract athletes and fans but also strengthen Gulmarg’s reputation as India’s premier winter sports destination.
Ultimately, the Khelo Bharat Niti is achieving its intended purpose by using sports to drive tourism, create employment, and boost economic growth. The Winter Games 2026 will stand as a powerful example of how sports policy can transform regional economies.
Published: February 19, 2026
Location: Gulmarg, Jammu & Kashmir, India