Says J&K is open for investment in tourism sector
J&K to expand tourism offerings beyond traditional destinations
Improved connectivity with direct flights from major cities boosts tourism
Invites tourists to explore J&K at SATTE 2025
Srinagar, Feb 19: Chief Minister Omar Abdullah today extended an invitation to tourists, urging them to explore the diverse offerings of Jammu and Kashmir, emphasising that the region is a year-round destination with something for everyone.
Acknowledging the evolving tourism strategies of other states, Omar emphasised that while things are progressing well, tourism policy changes will be considered if needed to attract more investment in the sector.
The Chief Minister made these remarks at the opening ceremony of SATTE 2025 (South Asia’s Travel & Tourism Exchange) at Yashobhoomi, New Delhi, where Jammu and Kashmir is showcasing its rich cultural heritage, scenic landscapes, and renowned hospitality.
Speaking to reporters, Omar Abdullah highlighted the region’s diverse tourism potential. “Jammu is known for its temples, while Kashmir offers stunning landscapes that visitors can explore,” he said.
As the guest of honour at the event, Abdullah elaborated on the region’s varied attractions. “Whether you’re interested in pilgrimage tourism, adventure, leisure, or just unwinding amidst nature, Jammu and Kashmir has it all,” he stated. “From wedding destinations to Instagram-worthy spots, we cater to every type of traveller.”
In his address at SATTE, Omar invited tourists to experience Jammu and Kashmir’s heritage, adventure tourism, and emerging destinations beyond traditional spots like Pahalgam and Gulmarg.
He also highlighted lesser-known but rapidly growing tourist destinations. “Jammu and Kashmir offers more than just Pahalgam and Gulmarg. We have emerging destinations like Sonamarg, now a year-round location thanks to the newly inaugurated tunnel. Gurez, once a hidden gem, is now a tourism hotspot,” he said.
Omar also highlighted the growing popularity of border tourism in areas like Tangdhar, Machhil, Karnah, and Keran, as well as the scenic meadows of Bangus and Doodhpathri, which are attracting an increasing number of visitors.
The Chief Minister stressed that Jammu and Kashmir is not just a leisure destination but also an investment hub. “We are not resting on our laurels. Jammu and Kashmir today is ripe for investment in all sectors of the tourism industry,” he said.
He also referred to a famous Persian couplet by the poet Amir Khusrau, inscribed at the Red Fort, calling Jammu and Kashmir the “paradise on earth.” Reflecting on the region’s iconic status as a leisure destination, he added, “No honeymoon in India was complete without a houseboat on Dal Lake, no Bollywood movie without our snow-capped mountains or mustard fields, and no holiday was truly a holiday unless it was spent in Jammu and Kashmir.”
Acknowledging the region’s challenges over the past three decades, Omar expressed optimism about its recovery. “Jammu and Kashmir is emerging from difficult times. After enduring 30-35 years of hardship, we are witnessing the revival of both domestic and international tourism,” he said. He emphasized that the tourism sector is not only recovering but thriving. “Despite international travel advisories, Jammu and Kashmir is once again one of India’s top domestic tourist destinations.”
The Chief Minister also emphasized Jammu and Kashmir’s growing role as a hub for tourism investment. “We are here not just to share stories but to showcase the investment opportunities in our region,” he stated.
Speaking about adventure tourism, Omar said, “Jammu and Kashmir is an adventure seeker’s paradise, offering everything from river rafting to skiing on snow-covered mountains and water skiing on Dal Lake or Mansar.”
Omar also touched on the rise of wellness and sports tourism in the region. “Last year saw the inaugural Kashmir Marathon, and this year we plan to expand with the Jammu Half Marathon and Jammu Ultra Marathon,” he said. “Jammu and Kashmir is becoming a key destination for wellness and health retreats.”
He highlighted improved connectivity, noting that Jammu and Kashmir now has direct flights from cities such as Amritsar, Chandigarh, Bangalore, Ahmedabad, Mumbai, and Delhi. “In the near future, a rail link will connect Jammu and Kashmir to the rest of the country, further easing travel,” he added.
Later, Chief Minister Omar Abdullah invited SATTE 2025 attendees to experience the beauty and hospitality of Jammu and Kashmir firsthand. “Jammu and Kashmir is now more accessible than ever, and I encourage you to visit and return with unforgettable memories,” he said. “Come and see for yourself what our region has to offer.”
SATTE 2025, with over 2,000 exhibitors, is expected to attract more than 40,000 visitors from across the globe. The event serves as a vital platform for both domestic and international buyers in the travel, tourism, and hospitality industries.
