Dry spell cuts Murree's snow tourism window short

Famed hill station sees low tourist footfall in peak season.

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RAWALPINDI:

Murree is witnessing an unusually sluggish snowfall season this year, leaving local businesses in a financial bind.

The region, known for its vibrant tourism during the winter months, has yet to experience heavy snowfall, even as January progresses.

This has significantly disrupted the "snowfall business season," a lifeline for many traders in the area.

Traditionally, snowfall begins in the last week of December, drawing crowds from cities like Karachi, Lahore, Multan, Hyderabad, Sialkot, and Faisalabad. Families and groups of tourists take advantage of Christmas, New Year, and winter school holidays to flock to Murree.

However, this year, the absence of consistent snow has resulted in a marked decline in tourist numbers.

Over the past two weeks, only a light snowfall has occurred, attracting a sparse number of visitors—far from the usual bustling crowds.

Adding to the downturn, schools, colleges, and universities have resumed normal schedules, with annual exams set to begin soon. Private schools will start examinations in February, followed by matriculation exams in March, leaving no extended holidays to lure tourists.

The shift has compounded the season's challenges, cutting short Murree's peak snow tourism window before it even began.

Local traders, who rely heavily on tourist spending during this period, are feeling the pinch. "We've invested millions in preparations for this season, but with fewer families visiting, our sales have plummeted," said Faisal Abbasi, a shopkeeper.

Food vendors selling tea, coffee, and snacks in Murree's bazaars are also reporting slow business.

The snowfall season, typically running from December 20 to January 31, plays a critical role in the town's economy.

Despite ongoing efforts by authorities to ensure road safety and clear snow through mid-March, the lack of early-season snowfall has cast a shadow over local livelihoods.

Memories of January 2022, when heavy snowstorms claimed 27 lives, have led to heightened security and safety measures in the region. This year, 19 facilitation centres have been set up to assist tourists, but their utility has been limited due to the downturn in visitors.

For now, Murree's traders can only hope that the snow will finally arrive, bringing with it the much-needed business they depend on.