Srinagar, July 14, 2025 – Chief Minister Omar Abdullah emphasized the pivotal role of adventure tourism in boosting repeat visits to Jammu and Kashmir during the launch of the book Valleys of Jammu and Kashmir – A Tribute to the Soul of Jammu and Kashmir by Mehmood A. Shah, Managing Director of Kashmir Power Distribution Corporation Limited, at a local hotel in Srinagar. Addressing a packed hall of tourism professionals, trade leaders, and media, Abdullah advocated for the revival of historic trekking trails and the digitization of cultural routes to enhance sustainable tourism across Jammu, Kashmir, and Ladakh.“Tourists come for the beauty, but they return for experiences,” Abdullah said, highlighting that iconic attractions like Mughal gardens or gondola rides alone are insufficient to ensure repeat tourism. “Adventure tourism provides exactly that. No two experiences are ever the same. The trail looks different in the morning than it does at sunset. Each trek offers a unique story,” he added, underscoring the need to market trekking routes as cultural corridors of heritage and ecological legacy.
Expressing regret over not having trekked these trails himself, the Chief Minister praised Shah’s dedication, noting, “Mr. Shah is truly fortunate to have explored these routes over the last 20–25 years. His experiences, beautifully documented in this volume, reflect deep commitment and love for the land.” Abdullah proposed transforming the book’s rich documentation into a digital app, stating, “If we want this work to benefit trekking enthusiasts, we must digitize it—perhaps through an app. Let the coordinates, photographs, anecdotes, and waypoints become a digital guide for adventure lovers.” This, he said, would ensure wider accessibility and inspire sustainable tourism.
Abdullah also addressed the current inaccessibility of many trekking routes described in the book due to recent developments, expressing both admiration for the region’s natural wealth and sadness over its present state. “If acted upon wisely, these routes should be reopened—not necessarily for tourists, but at least for locals as a confidence-building measure,” he urged, calling for collaborative efforts with Ladakh to keep traditional routes alive.
The event, moderated by noted endocrinologist Dr. Shariq Masoodi, featured addresses by Advisor to the Chief Minister Nasir Aslam Wani-Sogami and author Mehmood A. Shah. Wani echoed the need for innovative tourism strategies, while Shah shared insights from his decades-long exploration of the region’s trails. The launch was attended by prominent figures from the travel, trade, and tourism sectors, reflecting the event’s significance in promoting Jammu and Kashmir’s tourism potential.Abdullah further stressed the importance of targeting international markets without travel advisories to attract adventure tourists eager to explore the region’s terrain. “It is imperative that we market our trekking routes not just as a tourism product, but as part of our ecological and cultural legacy,” he said, envisioning Jammu and Kashmir as a global benchmark for responsible tourism.
The book launch comes amidst efforts to revive tourism following the Pahalgam terror attack earlier this year, which had disrupted the sector. Abdullah’s call for digitization and trail revival aligns with his broader vision of sustainable, inclusive tourism, fostering economic growth and cultural preservation.
