SRINAGAR: The Jammu and Kashmir Government aims to position the Union Territory as a year-round tourist destination beyond traditional seasonal travel, Deputy Chief Minister Surinder Choudhary said on Thursday while chairing the first meeting of the Confederation of Indian Industry (CII) Northern Regional Committee on Tourism and Hospitality in Srinagar.
The meeting, convened to discuss strategies for tourism revival and positioning JK as a global tourism hub, was also attended by Advisor to the Chief Minister Nasir Aslam Wani and MLA Gulmarg Farooq Ahmed Shah.
The Deputy Chief Minister called for shifting focus from seasonal peaks to curated experiences throughout the year. “Tourism in Kashmir is not confined to any particular season. Each season holds its own importance,” Choudhary said, urging the CII to support the government’s efforts.
He said that the partnership between the government and CII would help generate employment, promote local culture and crafts, and enable sustainable growth. The Dy CM emphasised the need to strengthen areas such as handloom, handicrafts, adventure tourism, skill development, and infrastructure.
The meeting also discussed leveraging platforms like MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, reviving folk festivals, promoting sufi circuits, and introducing guided craft village tours.
Advisor to the CM, Nasir Aslam Wani, urged the CII to help the government in targeting niche tourism markets and improving spending per tourist. He invited industry players to help put J&K on the MICE tourism map.
MLA Gulmarg Farooq Shah proposed development of specialised adventure sports infrastructure in areas like Gulmarg and Pahalgam through public-private partnerships (PPPs). He also suggested joint marketing with airlines, hotel chains, and aggregators, and called for support to homestay and artisan cooperatives.
Chairman of CII Northern Regional Committee on Tourism & Hospitality, K B Kachru, said that the decision to host the meeting in Srinagar reflected the industry’s commitment to promoting J&K tourism. He outlined the meeting’s agenda, including yearly planning, skill development, and capacity building.
Chairman CII JK, Dr M A Alim, said that the CII and the government will soon announce collaborative initiatives to drive further tourism growth in the region.
