Raja Yaqoob, the Director of Tourism in Kashmir, emphasised the crucial need for promoting Kashmir as an alluring tourist destination. He highlighted the importance of raising awareness and investment opportunities, urging tourists to explore the region’s abundant heritage, culture, and culinary delights.

“Kashmir is already renowned as an attractive destination, but we must amplify our promotional efforts. The participation of numerous investors in today’s conclave sends a strong message that Kashmir is open for investment and welcomes visitors. Beyond its breathtaking landscapes, Kashmir boasts a wealth of heritage, crafts, and culinary experiences. Our aim is to showcase these attractions and elevate tourism,” stated Yaqoob.

Yaqoob also revealed plans to host a tourism development summit, inviting stakeholders from across the country, and organising an Ambassadors’ meet to enhance tourism prospects.

During the event, stakeholders engaged in discussions, presentations, and interactive sessions focusing on infrastructure development, safety measures, marketing strategies, and community involvement.

The conclave concluded with the formulation of concrete strategies and recommendations to address challenges and harness the immense potential of Kashmir’s tourism sector.

Significantly, the government is actively seeking investments across various sectors, including tourism, with a target of attracting an average investment of INR 2000 crore per year for the next 5 years.

Despite the pandemic, tourism in Jammu and Kashmir has been on the rise. Last year, the region emerged as a global tourism hotspot, welcoming 2.02 crore tourists, including over 50,000 foreign visitors.