Kashmir,October 10,2026-From scenic valleys to spiritual trails, the Union Territory pitches itself to travellers and trade partners from southern India.Jammu and Kashmir Tourism is taking its message to southern India as Partner State at the Travel and Tourism Fair (TTF) Hyderabad 2026. The Union Territory is presenting itself as a year-round destination, with scenic landscapes, rich heritage, spiritual sites, adventure and sport, and winter holiday packages.
The Partner State role gives J&K prominent visibility at one of the region’s key tourism platforms. It also puts the destination directly in front of tour operators, travel agents, hoteliers and prospective visitors from Telangana, Andhra Pradesh and neighbouring states. For a market that has long been among the larger sources of domestic travellers, the participation is a deliberate effort to deepen ties and widen the visitor base.
Landscapes that define the destination
Visitors at the J&K pavilion are being introduced to the region’s best-known attractions: the Dal Lake and houseboats of Srinagar, the meadows of Gulmarg and Pahalgam, the snow-fringed valleys of Sonamarg, and the lesser-known destinations of Gurez, Doodhpathri and Bangus. The Jammu division and the hill districts of the Pir Panjal and Chenab regions are also being promoted, reflecting an effort to spread tourist footfall beyond the usual circuits.
Heritage and spiritual journeys
Culture and faith form a central part of the presentation. J&K’s Mughal gardens, historic forts and palaces, centuries-old crafts and distinctive cuisine are highlighted alongside its shrines and pilgrimage routes. For travellers from southern India, where pilgrimage tourism is hugely popular, the spiritual circuits of Jammu and Kashmir offer a natural draw. Packages combining sacred sites with sightseeing aim to appeal to families and group travellers.
The Kashmir Marathon
Sports tourism is another highlight. The Kashmir Marathon is being promoted as an event that pairs athletic participation with some of the Valley’s most striking scenery. By showcasing it in Hyderabad, J&K Tourism hopes to attract running enthusiasts and fitness communities, and to show that the region can host organised events that bring visitors in beyond the traditional holiday seasons.
Winter holiday packages
With snow-based experiences gaining popularity, winter packages are also on display. Skiing, snowboarding and gondola rides in Gulmarg, along with the charm of a snow-covered Kashmir, are being offered as alternatives to the better-known summer itineraries. For southern travellers, many of whom seek a first experience of snowfall, winter holidays in the Valley are a strong selling point. Promoting them also supports hotels, transporters and artisans during a period that has often seen fewer arrivals.
Building partnerships
Beyond reaching individual travellers, the Partner State presence is meant to strengthen business-to-business connections. Meetings with travel trade representatives allow J&K stakeholders to discuss packages, connectivity, accommodation and tailor-made itineraries. Such partnerships are crucial in turning interest generated at a fair into confirmed bookings in the months ahead.
Tourism remains a vital part of the local economy, supporting livelihoods across hospitality, transport, handicrafts, adventure services and small businesses. A stronger flow of visitors from the south can help sustain that ecosystem and encourage investment in new destinations and experiences.
A message to southern travellers
The central message from J&K Tourism is one of invitation. The Union Territory wants visitors to see it not only as a seasonal getaway but also as a destination of varied experiences, from serene landscapes and living traditions to sport, spirituality and snow.
As TTF Hyderabad 2026 brings together the travel industry and prospective tourists, J&K’s presence as Partner State signals its ambition to grow its share of the southern Indian market and build lasting relationships with the travel trade.
