Srinagar, September 10, 2025 – Jammu and Kashmir is poised to become India’s capital for destination weddings, as Chief Minister Omar Abdullah inaugurated the Hindusthan-2025 Wedding Planners Expo at the Sher-i-Kashmir International Convention Centre (SKICC) in Srinagar. The event marked the official launch of the “Wed in Kashmir” initiative, aimed at transforming the valley’s breathtaking natural beauty, rich cultural heritage, and unparalleled hospitality into a global engine for tourism and economic growth.In his keynote address, CM Abdullah emphasised the region’s untapped potential beyond traditional leisure, adventure, pilgrimage, and border tourism. “Jammu and Kashmir has immense potential to emerge as the country’s Destination Wedding Capital,” he stated, adding that the “Wed in Kashmir” tagline is more than just a slogan—it’s a movement to harness Kashmir’s scenic allure for prosperity, entrepreneurship, and job creation. He highlighted how the expo serves as a platform for local entrepreneurs and artisans to showcase their talents on a national stage, integrating them into the burgeoning event management ecosystem.
Reflecting on Kashmir’s historical ties to Indian cinema, the Chief Minister reminisced about Bollywood’s golden era. “In earlier times, no Bollywood movie was complete unless a song was picturized in Kashmir. When the sun starts to set behind the fort, when the snow starts to fall in December and January, and when the mustard fields start to turn yellow in March, this beauty reminds everyone of Bollywood movies filmed in Kashmir,” Abdullah said. He expressed the government’s commitment to reviving such “reel-worthy” destinations and placing them back on the global tourism map.The inauguration was attended by prominent figures, including Advisor to the Chief Minister Nasir Aslam Wani, MLA Zadibal Tanvir Sadiq, MLA Gulmarg Farooq Ahmad Shah, President of the Indian Chamber of Event Industry (ICEI) Rituraj Khanna, ICEI Chairperson Gunjan Singhal, noted hotelier Mushtaq Ahmad Chaya, and key stakeholders from India’s event planning, hospitality, and tourism sectors. During the event, CM Abdullah launched ICEI’s ‘Conventions’ magazine, further underscoring the collaborative efforts between the J&K government and industry leaders.Speakers at the expo, including MLAs Sadiq and Shah, echoed the Chief Minister’s vision. Shah described the initiative as a “path-breaking step” that could position Kashmir as the “Davos of South Asia” for weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) events.
“By combining our natural charm with world-class infrastructure, modern technology, and sustainable practices, we can create opportunities, revive tourism, and generate livelihoods for our youth,” he noted.Abdullah praised the organisers for selecting Srinagar as the venue, calling it an encouraging move that would inspire more event planners to explore and promote Kashmir’s landscapes. He urged ICEI members to act as brand ambassadors, carrying positive messages about J&K’s tourism potential to their networks and fostering joint initiatives with the government to elevate the valley’s profile.The two-day expo, held on September 9-10, featured stalls from renowned event planners where the Chief Minister interacted with exhibitors to discuss challenges and opportunities in the wedding and allied sectors.
This launch aligns with broader efforts to capitalise on the growing demand for luxury destination weddings, positioning Kashmir as a competitive alternative to established hubs like Goa or Rajasthan.With its snow-capped mountains, serene lakes, and vibrant traditions, Kashmir’s transformation into a wedding paradise is expected to drive significant economic benefits, including boosted revenue for local hotels, artisans, and service providers. As the “Wed in Kashmir” movement gains momentum, industry experts anticipate a surge in international inquiries, marking a new chapter in the region’s tourism revival.
