Jammu and Kashmir Chief Minister Omar Abdullah has said the Union Territory is not particularly chasing international tourists, but is instead focusing on attracting high-spending domestic travellers to promote value-based, sustainable tourism.
During his visit to South Asia Travel & Tourism Exchange (SATTE), a travel and tourism exhibition which is currently underway at Yashobhoomi Exhibition centre in Delhi, the Chief Minister said the tourism strategy of the UT administration is to focus on quality, sustainability and enhancing visitor experience, rather than particularly chasing foreign tourist numbers.
Omar's statement is being seen as significant in the context of UT government’s thrust on strengthening the tourism industry all through the year, relying hugely on footfall of tourists from across the country. Making it clear that the government’s thrust is on domestic tourism, he said, “I’m 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 & Kashmir across India and ensure that every visitor returns satisfied, valued and eager to come back.”
Highlighting the broader tourism roadmap, he underlined the shift from volume-driven tourism to value-based tourism. He also spoke about the government’s vision to develop nine new world-class, sustainable destinations in partnership with the Government of India. Stressing the need for robust infrastructure to support year-round tourism into J&K, Abdullah emphasised strengthening rail connectivity to Srinagar and expanding airport infrastructure in Jammu and Kashmir.
He hoped that the participation of J&K Tourism in SATTE 2026 would boost bookings and tourist flow into the destination, as the travel season is starting shortly. The 33rd edition of SATTE 2026 opened with record participation, bringing together over 2,000 exhibitors representing more than 3,200 brands from over 60 countries. Organised by Informa Markets in India, nearly all states and UT tourism boards are participating and showcasing their destinations and products in the travel fair.
Follow us
