In a powerful address that resonated with vision and grounded realism, Omar Abdullah, Chief Minister of Jammu and Kashmir, took centre stage at the ICC-Aviation & Tourism Conference on 14th April 2025 in New Delhi, drawing attention to the critical role of tourism and aviation in shaping the future of the Union Territory.
“Tourism has always been the heartbeat of Jammu and Kashmir,” he began, reminding the audience of the region’s timeless allure, long before conflict came to dominate headlines. Quoting the famous couplet etched on the walls of the Red Fort, he reflected, “If there is heaven on Earth, it is this, it is this, it is this.”
Abdullah’s speech was both a celebration of progress and a candid assessment of the road ahead. He confidently declared, “Jammu and Kashmir has turned a corner. We are once again emerging as a premier tourist destination—not only within India but increasingly on the global stage as well.”
However, with this resurgence comes a new set of challenges. “We chased volume… but I believe the time has come to reposition Jammu and Kashmir—not merely as a destination for mass tourism but for value tourism. We need to move up the value chain.”
The Chief Minister emphasised the strain on popular destinations like Gulmarg, Pahalgam, and Sonamarg, particularly during peak seasons. “Unless we create new destinations, our current hotspots will remain under pressure.” He revealed that the administration is actively working on developing nine new tourist destinations and is seeking multilateral funding to bring these plans to life.
Sharing an example, he noted how the Tulip Garden in Srinagar, while a major attraction, creates logistical chaos. “A journey that takes 15 minutes in winter may take up to three hours in April due to the sheer volume of visitors.”
He stressed the need to focus not just on attracting more visitors but on creating memorable and repeat-worthy experiences. “Far too often, we treat tourists as one-time visitors. That mindset needs to change. We must ensure that they return—not just once, but again and again.”
Abdullah then turned to aviation—an area he described as a “frequent frustration.” He criticised the sky-high airfare within the Union Territory, calling it “absurd.” “A 30-minute flight from Jammu to Srinagar recently cost ₹19,000 to ₹20,000. A last-minute ticket from Srinagar to Delhi was priced at ₹25,000 or more,” he said, adding that such pricing creates a significant barrier to travel.
However, there is hope on the horizon. He spoke optimistically about the upcoming Vande Bharat train that will soon connect Jammu and Srinagar. “If all goes well, the Hon’ble Prime Minister will inaugurate this service in the coming weeks.” This connectivity, he believes, will be a game-changer.
Still, Abdullah warned that improved access may lead to over-tourism, urging stakeholders to think ahead. “How do we balance increased volume with our goal of promoting high-value tourism? This is a critical conversation we are engaged in.”
In a poignant moment, he acknowledged the shifting dynamics of tourism in the digital era. “In this digital age, every experience must be ‘Instagram-worthy.’ A proposal or honeymoon that isn’t going viral—on a beach in the Maldives or in Santorini—somehow feels incomplete to this generation. But here lies our opportunity.”
Highlighting recent efforts to tap into the luxury and experiential travel market, he announced, “We are hosting a high-profile destination wedding in Srinagar, with similar events scheduled in Gulmarg and Pahalgam.” Such events, he said, are part of the larger strategy to reposition Jammu and Kashmir as a refined and aspirational travel destination.
Concluding his address, Omar Abdullah offered a message of gratitude and hope. “We know there are challenges. We are not under any illusions that everything is smooth. But the first step toward resolving a problem is recognising it—and we’re doing just that.”
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