Srinagar, June 13, June 14 -- In recent years, tourism in Kashmir has increasingly been viewed not just as an economic activity but also as a form of soft power shaping perceptions of the region. The steady rise in domestic and international visitors exploring its alpine lakes, valleys, and mountain routes has contributed to a broader narrative that emphasizes natural beauty, cultural heritage, and normalcy in everyday life. Government bodies and local stakeholders in India have promoted tourism in Jammu and Kashmir as part of wider development and integration efforts. Improved infrastructure, better connectivity, and targeted promotion campaigns have helped position the region as a key destination for adventure tourism, particularly trek...