At a time when Kashmir is well on its way to receiving a record number of tourists, the Jamaat-e-Islami has issued a dress code for visitors.
The hardline outfit has "advised" visitors, especially foreigners, to "dress properly and respect local ethos".
"Some tourists, mostly foreigners, are seen wandering in miniskirts and other objectionable dresses, which is… not acceptable to the civil society," said Jamaat's Zahid Ali.
Azim Tuman, president of the houseboat owners' association, was not impressed with the Jamaat advice.
"First we need to correct ourselves, only then we can address other dimensions," he said.
The manager of a hotel on the banks of Dal Lake termed the Jamaat move draconian.
"Most tourists are sensitive and don't need such advice," he added.
The number of tourists to the Valley is expected to cross 2 million this year.