Umer Farooq and Ilhak Tantary
Long hailed as “heaven on earth,” Kashmir’s lush valleys and tranquil beauty have drawn tourists from across the globe. Yet today, its residents are sounding alarms over what they see as an escalating cultural crisis: the open consumption of alcohol, particularly near revered locations such as Dal Lake.
Recently, public outrage has intensified following reports of tourists openly drinking in Srinagar’s streets, acts widely perceived as a violation of the region’s spiritual values. The incidents have prompted strong reactions from political leaders, religious scholars, and ordinary citizens alike, united in their condemnation of behaviour desecrating the Valley’s sanctity.
Prominent political figure and activist Jibran Dar has demanded an immediate halt to alcohol sales across the Union Territory. “This is not just about religion; it’s about the preservation of our culture and the well-being of our youth,” Dar declared.
In 2023, 305 venues were identified for liquor vending in the Union Territory, in accordance with the recently developed Excise Policy 2025-26. By guaranteeing allocation transparency and optimising government income creation, the program seeks to streamline the liquor sector. According to officials, the re-auction procedure is a part of the attempts to provide prospective bidders a fair chance and to fill open spots from the prior bidding rounds.
Jibran expressed his dismay at the government’s new excise policy, which he believes contradicts efforts to raise awareness about the negative impacts of alcohol. “This hypocrisy undermines the well-being of our youth, who are increasingly influenced by the availability of alcohol,” he stated passionately.
He emphasised that alcohol consumption should be confined to private spaces, as public intoxication disrespects the sentiments of the Kashmiri people. “Anyone who disregards our cultural values will face legal consequences,” he asserted, advocating for a future that protects the youth from harmful influences and preserves the sanctity of the valley.
The People’s Democratic Party (PDP) has introduced a private member’s bill in the Assembly, calling for a total ban on alcohol. Assembly member Waheed Para emphasised that “Kashmir’s tourism must highlight its serene landscapes and rich culture, not liquor consumption.”
He warned that aligning tourism with alcohol sends the wrong message to visitors and risks alienating the very community whose hospitality fuels the tourism sector.
Many locals say this issue is not anti-tourism—it’s pro-respect. Azhar, a Srinagar resident, pointed out, “We welcome guests with open hearts. But modernisation can’t mean losing our identity.”
Even tourists have spoken in favour of upholding cultural values.
Saikat Majumdar, visiting from Darjeeling, said, “Refraining from drinking for a short vacation is a small gesture of respect.” Similarly, Prusanth Pal, a tourist from Bangalore, supported the idea of a full ban, stating, “Kashmir is a sacred place. We should behave accordingly.”
Prominent Islamic scholar Qazi Mohammad Imran, from Darul Uloom Bilaliya, one of the Valley’s most revered spiritual institutions, decried the normalisation of alcohol. “Liquor is the root of many societal evils,” he warned, adding that its proliferation threatens to turn “Jannat-e-Benazir” into a moral wasteland.
In a strongly worded post on X (formerly Twitter), Hurriyat leader Mirwaiz Umar Farooq condemned both public drinking and the government’s refusal to impose a ban. “If it’s about freedom of choice,” he wrote, “why is beef banned? The double standards are glaring.”
Some of Kashmir’s tourism operators are taking firm stands themselves. A local shikara owner, managing 20 boats on Dal Lake, said, “I would rather lose customers than let alcohol be consumed on my boat. We must protect the honour of our traditions.”
As the region grapples with the twin forces of tourism growth and cultural preservation, voices like Gulzar Ahmad, a veteran of the tourism industry, emphasise the need for balance. “We must find a tourism model that brings prosperity without eroding our identity. Kashmir is not just a destination—it’s a legacy.”
“A tourism model that supports economic growth while respecting Kashmiri values can lead to a sustainable future. Preserving Kashmir’s identity is not only a local responsibility but a global one, as the region represents a symbol of peace and cultural heritage,” Ahmad added.
