Srinagar, June 27, 2025 – Jammu and Kashmir Chief Minister Omar Abdullah has called for a united effort to restore the Union Territory’s status as India’s premier tourist destination, emphasizing that it is a collective responsibility of the government and tourism stakeholders to ensure its resurgence and sustainability. Speaking at the ‘Jammu and Kashmir Tourism Revival Dialogue,’ organized by FICCI and the J&K Department of Tourism at the Sher-e-Kashmir International Convention Centre (SKICC), Abdullah highlighted the region’s potential to reclaim its historical prominence as a tourism hub. “It is binding on us to do everything in our power to ensure that Jammu and Kashmir goes back to its position as the pre-eminent tourist destination in the country and then stays there,” he said, underscoring ongoing initiatives to enhance the tourist experience.
The region’s tourism sector faced a severe setback following the April 22, 2025, terror attack in Pahalgam, which claimed 26 lives and led to a 90% cancellation rate in bookings. Reflecting on this, Abdullah noted the fragility of J&K’s tourism, stating, “Unlike most other places where tourism planning can be done years ahead, here we plan week to week. But still, we plan, and we persist.” He expressed gratitude to FICCI and the tourism fraternity for their unwavering support during challenging times, particularly after the sharp contrast between the optimism of April 21 and the downturn of April 22.
Strategic Initiatives for Tourism Revival
To broaden J&K’s tourism footprint, Abdullah announced the SPREAD initiative, aimed at developing nine new tourist destinations across Kashmir and Jammu with support from multilateral funding agencies. “We can’t confine ourselves to three or four destinations. Jammu offers pilgrimage and border tourism; Kashmir offers scenic, cultural, and adventure tourism. Together, we can build a more holistic tourism ecosystem,” he said. The government is also focusing on niche tourism sectors like MICE (Meetings, Incentives, Conferences, and Exhibitions), golf, film shoots, and destination weddings, with a near-complete world-class conference facility in Gulmarg to complement venues like SKICC.
| Initiative | Details |
|---|---|
| SPREAD Project | Develop nine new tourist destinations in Kashmir and Jammu. |
| Niche Tourism | Focus on MICE, golf, film shoots, and destination weddings. |
| Infrastructure | Gulmarg conference facility nearing completion; railway connectivity improvements. |
Table 1: Key Tourism Revival Initiatives in Jammu and Kashmir
Addressing Challenges Post-Pahalgam Attack
The Pahalgam attack significantly impacted tourism, prompting Abdullah to take proactive steps to restore confidence. On May 27, 2025, he chaired a cabinet meeting in Pahalgam, a symbolic move to project normalcy and encourage tourists to return. “Tourism should be a conflict-neutral activity. It is a lifeline for thousands of families,” he said, urging that the sector be insulated from political and security issues. A similar meeting was held in Gulmarg, where Abdullah interacted with tourists, who praised the region’s hospitality and security arrangements. Posts on X reflected positive sentiment, with users noting his efforts to revive tourism by engaging with tour operators and locals.
| Action | Purpose |
|---|---|
| Cabinet Meetings | Held in Pahalgam and Gulmarg to signal safety and boost tourist confidence. |
| Stakeholder Engagement | Meetings with tour operators and locals to address concerns and promote tourism. |
| Public Outreach | Interaction with tourists to gather feedback and encourage positive narratives. |
Table 2: Actions Taken to Restore Tourism Confidence Post-Pahalgam Attack
Infrastructure and Niche Tourism Development
Abdullah emphasized the transformative impact of railway infrastructure, noting, “Traveling by train through tunnels and the world’s highest rail bridge into the Valley is a breathtaking experience.” Additionally, at the Gulmarg Golf Championship on June 24, 2025, he reaffirmed the government’s commitment to establishing Gulmarg as a world-class golf destination, with plans for a Jammu and Kashmir Golf Development Authority to maintain golf courses in Srinagar, Pahalgam, Gulmarg, and Sidhra. The launch of the book Golfing in Paradise by Atul Dir at the Tourism Revival Dialogue further highlighted J&K’s growing appeal as a golf tourism hub.
Advisor to the Chief Minister, Nasir Aslam Wani, noted that J&K was a tourism hub long before other Indian states and stressed the need to develop adventure, leisure, MICE, and wedding tourism to diversify offerings. Abdullah urged stakeholders to provide support, suggestions, and constructive criticism to build a resilient tourism sector that attracts repeat visitors.
Looking Ahead
Despite challenges like high airfares and international travel advisories, Abdullah remains optimistic. He has appealed to the Ministry of External Affairs to pursue the removal of travel advisories and pinned hopes on the upcoming Amarnath Yatra to boost tourism. His proactive leadership, including cycling in Pahalgam and meeting tourists in Gulmarg, has resonated with visitors, who appreciate the region’s beauty and hospitality. With strategic initiatives like SPREAD and a focus on niche tourism, J&K is poised to reclaim its status as a top tourism destination, provided stakeholders continue their collective efforts.
