View AbstractNestled in the northernmost region of the Indian subcontinent, Kashmir has long been revered for its breathtaking landscapes, rich cultural heritage, and historical significance. The region, often referred to as “Paradise on Earth,” has been a subject of fascination for travellers, writers, and poets for centuries. However, the question that beckons in the present-day context is whether Kashmir remains a preferred tourist destination, given the complex tapestry of historical, political, and security factors that have shaped its image. Political disputes and security concerns have cast shadows over the valley, impacting its tourism industry. The journey of a potential tourist is marked not only by anticipation but also by uncertainty. This article ventures on a critical examination of the status of Kashmir as a tourist destination. It scrutinises the factors that contribute to its allure and the challenges that affect its reputation. Through a nuanced exploration of visitor experiences and a comparative analysis with other destinations, this article comprehensively responds to the question: Is Kashmir a preferred tourist destination today?