In a commendable move aimed at preserving the natural beauty of Sonamarg, the Sonamarg Development Authority (SDA) launched an extensive cleanliness drive today under the directions of Chief Executive Officer (CEO) Gh. Mohammad Bhat. The initiative, which kicked off at dawn, saw all SDA employees actively engaged in removing polythene, single-use plastic, and other waste products from the scenic tourist resort.
The cleanup operation aligns with the SDA’s renewed focus on environmental sustainability and tourism enhancement, recognizing the critical importance of a pristine environment for Sonamarg’s appeal as a tourist destination. Speaking to Maqsad news, CEO Gh. Mohammad Bhat emphasized his commitment to making Sonamarg a pollution-free zone. “I have made it my mission to rid Sonamarg of all pollutants that compromise its beauty and harm its environment,” he stated. “By eliminating harmful waste, we are not only safeguarding our natural resources but also boosting the local economy, which relies heavily on tourism.”
The SDA team, equipped with eco-friendly tools and waste collection bags, worked systematically throughout the day, covering key areas frequented by visitors. In addition to waste removal, the team educated tourists and locals on the importance of responsible disposal practices, encouraging everyone to avoid the use of non-biodegradable items within the resort area.
This initiative is expected to have a significant positive impact on Sonamarg’s appeal, potentially drawing more eco-conscious tourists and fostering a cleaner, healthier environment. CEO Bhat added, “Maintaining the cleanliness of Sonamarg will ensure that future generations can enjoy its beauty and contribute to its economic vitality.”
As Sonamarg continues to grow as a top destination in Jammu and Kashmir, efforts by the SDA underscore the importance of balancing development with environmental stewardship. The authority plans to maintain regular cleanup drives and expand awareness campaigns, ensuring the valley remains an inviting, pollution-free attraction for years to come.
