SRINAGAR: Alivaa Hotels Resorts has marked its entry into Kashmir with the launch of its first property in Srinagar, expanding its footprint into one of India’s most prominent tourism destinations and signalling a broader push into high-growth leisure markets.
The boutique hotel, operating under the group’s The Hoften label, has been developed in partnership with Al Shaykh Resorts. The property is positioned as a contemporary, comfort-driven offering aimed at aligning with Kashmir’s cultural character and natural appeal, as the region continues to attract increasing tourist inflows.
Often described as “Paradise on Earth,” Kashmir has witnessed a steady rise in tourism in recent years, supported by infrastructure improvements and renewed travel confidence. Destinations such as the iconic Dal Lake, along with alpine landscapes and heritage sites, continue to draw leisure travellers, wedding groups, and adventure tourists, reinforcing the Valley’s position in India’s tourism economy.
Chief Executive Officer Akash Bhatia said the company sees strong potential in the region, describing Kashmir as a destination of unmatched natural beauty. He added that the launch of The Hoften brand in Srinagar is aimed at complementing that appeal with reliable and comfortable hospitality, while also reinforcing confidence among travellers regarding safety and accessibility.
Chairman and Managing Director Vikramjit Singh termed the launch a pivotal moment for the group, highlighting that the partnership model allows Alivaa to scale while retaining local character. He noted that the company currently operates 30 hotels across 22 cities and two countries, and is focused on expanding across upscale, mid-scale, and boutique segments.
From the local partner’s side, Shaykh Mukhtar Ahmad of Al Shaykh Resorts said the collaboration is expected to bring a more structured, brand-led hospitality experience to Srinagar while preserving the region’s traditional warmth. He said the partnership reflects the growing potential of Kashmir’s hospitality sector and aims to deliver services aligned with international standards.
The Srinagar launch also marks the beginning of a wider regional strategy, with Alivaa planning to introduce around ten additional properties across Kashmir in the coming years. The expansion aligns with rising demand for quality accommodation and increasing investor interest in the region’s tourism sector.
Industry observers note that the move underscores a broader trend of organised hospitality players entering Kashmir, leveraging partnerships with local stakeholders to scale operations. As demand for experiential and boutique travel grows, Alivaa’s entry is expected to strengthen its market presence while contributing to the development of the region’s hospitality ecosystem.
