Srinagar, Feb 27: Chief Minister Omar Abdullah on Friday made a strong pitch to revive tourism in Jammu & Kashmir, saying the region offers much more than “occasional negative headlines”.
Speaking during an interaction at South Asia Travel and Tourism Exchange 2026 in New Delhi, Abdullah said J&K gives visitors a chance to explore hidden attractions, experience ice tourism, and even plan destination weddings in scenic locations.
He said that for tourism to truly become a key pillar of J&K’s economy, it must expand to areas that have so far remained untouched. “The government is working on developing nine new greenfield destinations across J&K,” he said, adding that the aim is to tap the natural beauty of these areas in a careful and sustainable manner.
The CM said strengthening tourism will directly boost employment, especially in far-flung and economically difficult regions where few other investments are possible. In some of the identified locations, he said, tourism may be the only viable sector that can generate steady income and jobs.
“The growth in tourism will also help expand the size of the economy and improve J&K’s Gross State Domestic Product,” he said. “More importantly, it can help reduce unemployment levels that are currently high.”
Omar said there is more to Kashmir than the “occasional bad headline”. He recalled a time when honeymoons in Kashmir were a tradition for newlyweds across the country. Many Bollywood films once featured songs and scenes shot in the Valley, he added.
The Chief Minister admitted that J&K has moved away from that era, but said the government hopes to revive that magic and attract a new generation of visitors whose parents or grandparents once travelled to Kashmir.
Among the focus areas, he highlighted MICE tourism as a major opportunity. “Meetings, incentives, conferences and exhibitions can open new avenues for high-value travel. Destination weddings are another segment the government wants to promote in a structured way,” he said.
Abdullah also spoke about attracting the South Indian film industry. While Bollywood has a long history of filming in Kashmir, he said the southern film market remains largely untapped. He expressed hope that big-budget films from the south will choose J&K as a location, opening a new tourism stream and drawing visitors from those states.
On concerns about security and hesitancy among tourists, Omar said the government has taken all necessary steps to restore confidence. Without going into operational details, he assured travellers that everything possible has been done and will continue to be done to ensure safety.
The Chief Minister urged people to visit and see the ground reality for themselves. “Come and give us a chance,” he said, expressing confidence that a strengthened tourism sector can reshape J&K’s economic future.
