Srinagar I March 07, 2025
Jammu and Kashmir is set to reclaim its cinematic glory with the J&K Film Policy 2024, a transformative initiative to establish the region as a premier destination for movie shoots. Alongside this, massive investments in adventure, heritage, and rural tourism are projected to elevate tourism’s contribution to 15% of the Gross State Domestic Product , marking a significant economic boost.
Film Policy Takes Centre Stage
The revamped Film Policy, launched last year, introduces a single-window clearance system, slashing permission times to 2-4 weeks, and offers subsidies to lure filmmakers. Over 300 new shooting locations—including pristine sites like Gurez and Machil—are now accessible, capitalising on improved security post the 2020 Indo-Pak ceasefire. In 2024, over 200 productions, including films and web series, were shot in J&K, a number officials expect to double by 2026.
Lieutenant Governor Manoj Sinha called it a “game-changer,” stating, “J&K’s unparalleled beauty and streamlined processes will make it a filmmaker’s paradise.” Bollywood director Rohit Shetty, who recently scouted locations in Kashmir, praised the policy, saying, “The ease of access and incentives are a big draw.” The policy also promotes local talent through the upcoming Jammu and Kashmir Film Development Council .
Tourism Gets a Mega Push
Beyond cinema, J&K’s tourism sector is thriving. With Rs 390.20 crore allocated in the 2025 budget, the focus is on adventure tourism (skiing in Gulmarg, trekking in Sonmarg), heritage preservation (Amarnath Temple, Jammu landmarks), and rural tourism showcasing local culture. After hosting over 18 million tourists in 2024—a post-independence record—the region is poised for exponential growth.
Economic Ripple Effect
Tourism Secretary Syed Abid Rasheed Shah emphasized the synergy: “Films bring visibility, boosting tourism and jobs.” With the Film Policy and infrastructure push, J&K aims to rival top destinations while fostering employment in filmmaking, hospitality, and allied sectors.
A New Era Dawns
As J&K blends its scenic allure with strategic vision, the region is scripting a renaissance—both on-screen and off. The Film Policy, paired with tourism investments, promises to cement J&K’s status as a global hotspot.