SRINAGAR: To revive and diversify Jammu and Kashmir’s tourism sector, Chief Minister Omar Abdullah on Monday said that adventure tourism holds the key to attracting repeat visitors to the Valley, adding that tourists will only return if they are offered “something new and refreshing” every time they visit.
Speaking at the launch of Valleys of Jammu and Kashmir – A Tribute to the Soul of Jammu and Kashmir, a book authored by Mehmood A. Shah, Managing Director of the Kashmir Power Distribution Corporation Limited, Omar Abdullah said it was no longer enough to rely solely on the traditional draws like Mughal gardens, the tulip bloom, or Gondola rides.
“If we aspire to promote repeat tourism, we must recognise that tourists won’t return solely for our Mughal gardens or the Tulip bloom, nor just for the gondola rides,” he said. “They return when offered something new—something refreshing each time. Adventure tourism provides exactly that. No two experiences are ever the same.”
The Chief Minister called for the revival and preservation of the region’s traditional trekking routes that once connected Jammu with Kashmir and Kashmir with Ladakh. He described these not merely as trails but as “cultural corridors” vital to heritage and sustainable tourism.
“It is imperative that we market our trekking routes not just as a tourism product, but as part of our ecological and cultural legacy,” he said. “We must not confine ourselves to markets where advisories act as obstacles. There are many countries with no such restrictions, whose tourists would be eager to explore our terrain.”
He urged closer cooperation with Ladakh to keep these traditional pathways accessible, particularly at a time when many of the trails featured in Shah’s book are no longer open due to current circumstances. “Reading this book evokes both admiration and sadness,” he said. “Admiration for the unmatched natural wealth we possess, and sadness because we are not able to experience or share it at present.”
The Chief Minister said it was his personal hope—and effort—that these routes would soon be reopened for the youth, trekkers and tourists. Reflecting on his own regret at not having walked many of the trails himself, he praised Shah’s commitment and long-standing exploration of Kashmir’s landscape.
“Mr Shah is truly fortunate to have explored these routes over the last 20–25 years,” he said. “His experiences, beautifully documented in this volume, reflect deep commitment and love for the land.”
Omar Abdullah also suggested digitising the book to expand its reach and usability, especially for younger adventure travellers. “If we want this work to benefit those who are truly interested in trekking, we must digitise it—perhaps through an app,” he proposed. “Let the coordinates, photographs, anecdotes, and waypoints become a digital guide for adventure lovers.”
While acknowledging that the book will likely adorn many coffee tables, he said its true value lies in becoming a practical resource to inspire exploration and promote sustainable tourism.
The book launch, held at a Srinagar hotel, was attended by tourism professionals, business leaders, and members of the media. Advisor to the Chief Minister Nasir Aslam Wani and author Mehmood A. Shah also addressed the gathering, which was moderated by noted endocrinologist Dr Shariq Masoodi.
