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Paper short abstract:

This paper critically examines the contradictions of eco-tourism in Indian-administered Kashmir, where mass tourism, rebranded as “green development,” perpetuates socio-ecological inequalities under the guise of sustainability.

Paper long abstract:

This paper critically examines the contradictions of eco-tourism in Indian-administered Kashmir, where mass tourism, rebranded as “green development,” perpetuates socio-ecological inequalities under the guise of sustainability. Marketed as an environmentally responsible alternative to conventional tourism, eco-tourism in the region commodifies nature, appropriates Indigenous lands, and marginalises local voices, all while externalising environmental costs onto already fragile ecosystems and communities. Operating within a militarised landscape, this model reinforces capitalist logics of accumulation, erases traditional ecological knowledge, and prioritises profit over ecological integrity. Furthermore, state policies and corporate interests align to legitimise mass tourism through greenwashed eco-tourism narratives that obscure the extractive logics of capitalism and deepen socio-economic inequalities.

This paper explores community-led contestations to mass tourism conducted under the guise of eco-tourism and green development paradigm. I do so by analysing local efforts—through journalistic reportage, opinion pieces, and activism—which challenge state-corporate narratives and amplify grassroots resistance to exploitative eco-tourism models. Additionally, oral histories and Indigenous knowledge-sharing initiatives serve as critical tools of decolonial resistance, preserving Kashmir’s ecological heritage while actively opposing imposed developmental paradigms.

Through empirical analysis, this paper argues that meaningful socio-ecological transformation in Kashmir must confront the intertwined legacies of colonialism, capitalism, and conflict while amplifying local alternatives that prioritise resilience and equity over profit-driven green discourse. By foregrounding grassroots resistance, cultural counter-narratives, and decolonial approaches to environmental governance, this paper contributes to broader debates on alternative pathways toward just and sustainable futures.