J-K s tourism strategy is not just about chasing international tourist footfalls CM Omar Abdullah

Jammu and Kashmir Chief Minister Omar Abdullah on Friday said the Union Territory’s tourism strategy is focused on quality, sustainability and enhancing visitor experience rather than merely chasing international numbers.

Speaking at the 33rd edition of SATTE-2026, South Asia’s leading travel and tourism exhibition, Omar focused on value-based tourism, infrastructure push, and year-round growth.

“SATTE 2026 has been good and we hope that the bookings and the tourist flow into Jammu and Kashmir will increase now as the season has started. The Union Territory’s tourism strategy is focused on quality, sustainability and enhancing visitor experience rather than merely chasing international numbers,” he said.

“I am not particularly interested in foreign tourists if I can secure a strong share of Indian travellers, who today spend significantly more and are highly aspirational. Our priority is to market Jammu and Kashmir across India and ensure that every visitor returns satisfied, valued and eager to come back,” he added.

Highlighting the government’s vision to develop nine new world-class tourist destinations, the minister underlined the shift from volume-driven tourism to value-based tourism.

He also stressed the importance of strengthening rail connectivity to Srinagar and expanding airport infrastructure in Jammu and Kashmir to support year-round tourism growth.

Yogesh Mudras, Managing Director, Informa Markets in India, said, “At a time when cultural heritage accounts for over half of India’s tourism revenue, the industry is moving from conversation to structured opportunity.

“SATTE brings together the conversations that shape how India travels and how the world discovers India. That is where its relevance truly lies, as a platform where India’s tourism ecosystem comes together with purpose,” he added.

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Courtesy: The Tribune -28-Feb-2026