Jammu & Kashmir Tourism Revival 2025 | JKTABF Unites Stakeholders for Sustainable Growth
A Region Reawakens
In a landmark move that signals renewed hope for Jammu & Kashmir’s travel economy, the region’s diverse tourism stakeholders have come together under a unified banner—the Jammu & Kashmir Tourism & Allied Business Forum (JKTABF). This coalition, comprising hoteliers, travel agents, houseboat owners, handicraft traders, adventure operators, and environmentalists, aims to revive, reimagine, and reposition J&K as a world-class travel destination.
The meeting, held at Hotel Radisson Collection, Rajbagh, and chaired by Mushtaq Chaya, brought together over 30 prominent organizations and representatives from every corner of the Union Territory—from Katra to Drass, Gulmarg to Pahalgam, and Jammu to Sonmarg.
Who’s at the Table: A Unified Tourism Fraternity
The strength of JKTABF lies in its diversity. The meeting saw participation from:
- Jammu & Kashmir Hotels Club
- FICCI
- Kashmir Houseboat Owners Association
- Hoteliers Club (Khara Khurof Combine, Sonmarg, Gulmarg, Doodhpathri Chapters)
- Travel Agents Society of Kashmir (TASK)
- Travel Agents Association of Kashmir (TAAK)
- TAAI, IATO, ADTOI, SKAL International, NATTA Kashmir
- Kashmir Handicraft Association, Kashmir Pashmina Organisation
- Eco-Tourism Society of Kashmir
- Pahalgam Hotel Association, Shikara Owners Association
- Chamber of Commerce & Industry Kashmir (CCIK)
- Adventure Tour Operators of Kashmir
- Representatives from Katra, Jammu, Kargil, and Drass
This cross-sectoral representation ensures that every voice—from luxury hotelier to pony walla—is heard in shaping the future of tourism in J&K.
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Why Now? The Urgency of Revival
The meeting was convened in the wake of the recent Pahalgam incident, which had cast a shadow over the region’s tourism prospects. Stakeholders agreed that coordinated action was needed to restore traveler confidence, protect livelihoods, and reposition J&K on the global tourism map.
Chairman Mushtaq Chaya, a veteran hotelier and industry leader, emphasized:
“Tourism is the backbone of Kashmir’s economy. Countless families depend on it—not just for income, but for identity, dignity, and hope.”
Film Tourism: Lights, Camera, Kashmir
One of the Forum’s key proposals was to extend subsidies and incentives for film tourism, similar to policies in Madhya Pradesh, Gujarat, and Uttarakhand. Kashmir’s breathtaking landscapes, cultural richness, and cinematic legacy make it a natural magnet for filmmakers.
🎥 Proposed Measures:
- Single-window clearance for film crews
- Subsidized accommodation and transport
- Dedicated film liaison officers
- Promotion of lesser-known locales like Doodhpathri, Bangus, and Gurez
Film tourism not only boosts visibility but also creates jobs in hospitality, transport, catering, and local arts.
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Sports Tourism: From Snow to Stadiums
The Forum also advocated for sports tourism, urging the government to host national and international events across J&K’s diverse terrain.
🏔️ Opportunities Include:
- Winter sports in Gulmarg and Sonmarg
- Adventure races in Ladakh and Pir Panjal
- Golf tournaments in Pahalgam and Srinagar
- Martial arts and cricket festivals in Jammu
Sports tourism can attract high-spending visitors, promote fitness, and showcase J&K’s versatility beyond scenic beauty.
Eco-Tourism & Sustainability: Protecting What We Promote
With rising footfall comes the risk of ecological degradation. The Forum stressed the need for sustainable tourism practices to preserve Kashmir’s fragile ecosystems and cultural heritage.
🌿 Key Recommendations:
- Eco-certification for hotels and homestays
- Waste management protocols in tourist zones
- Community-led conservation programs
- Promotion of off-season and low-impact travel
The Eco-Tourism Society of Kashmir and allied groups will lead awareness campaigns and training modules for operators.
Digital & Social Media Marketing: Telling Kashmir’s Story
To reach global audiences, the Forum proposed a robust digital marketing strategy:
📣 Action Points:
- Revamp of official tourism portals
- Influencer collaborations and travel vlogs
- Multilingual content in Urdu, Hindi, English, and Kashmiri
- Geo-targeted campaigns for GCC, Europe, and Southeast Asia
Digital storytelling can reshape perceptions, especially in markets where Kashmir is seen through a conflict lens rather than a cultural one.
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Lease Land Extensions: Unlocking Hospitality Growth
Many hoteliers and homestay owners operate on leased government land, with short tenures that discourage investment. The Forum urged the administration to extend lease durations and simplify renewal processes.
This move will:
- Encourage renovation and expansion
- Attract private investment
- Improve infrastructure and service quality
Policy Advocacy: Taking the Agenda Forward
It was unanimously decided that a delegation from JKTABF will meet:
- Commissioner Secretary of Tourism
- Lieutenant Governor of J&K
- Officials from the Ministry of Tourism, Government of India
The goal is to present a unified roadmap, seek policy support, and ensure financial incentives for tourism revival.
Voices from the Ground
From pony wallas in Pahalgam to houseboat owners in Dal Lake, the sentiment is clear:
“We don’t want charity. We want opportunity. Give us tourists, and we’ll take care of the rest.”
Environmentalists added:
“Tourism must not come at the cost of our rivers, forests, and heritage. We must grow responsibly.”
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Regional Integration: Jammu, Kargil, Drass Join the Table
For the first time, representatives from Jammu, Katra, Kargil, and Drass joined the Forum, signaling a pan-J&K approach to tourism.
This integration will:
- Promote cross-regional itineraries
- Boost pilgrimage, heritage, and adventure circuits
- Encourage infrastructure parity across regions
Bottom-Line: Unity, Strategy, and Hope
The meeting concluded with a collective pledge to work together for the sustainable growth and global promotion of Jammu & Kashmir’s tourism industry.
Chairman Mushtaq Chaya summed it up:
“We are not just stakeholders—we are caretakers of Kashmir’s soul. Let’s build a tourism model that reflects our beauty, our resilience, and our unity.”
