SRINAGAR: On the occasion of World Tourism Day, Chief Minister Omar Abdullah on Sunday extended a warm invitation to travellers from across India and abroad to visit Jammu and Kashmir and experience its “timeless beauty, diverse attractions, and unmatched hospitality”.
The Chief Minister said that from pristine mountain peaks and serene lakes to lush green valleys, J&K continues to offer an unparalleled range of experiences for visitors. He highlighted the region’s immense potential across adventure sports, leisure tourism, pilgrimage circuits, Meetings, Incentives, Conferences and Exhibitions (MICE), destination weddings, unexplored trekking routes, and film locations.
He reaffirmed the Government’s commitment to strengthening tourism infrastructure and building an enabling ecosystem for sustainable sectoral growth. The focus, he noted, remains on promoting responsible and eco-friendly tourism while ensuring that local communities and youth remain central to J&K’s tourism and hospitality landscape.
The Chief Minister also emphasised the importance of preserving J&K’s rich cultural heritage and natural assets while expanding tourism opportunities across the region.
Welcoming visitors with open arms, Abdullah urged people from across the country and the world to “discover J&K, experience its warmth and hospitality, and create cherished memories in the region”.
Lieutenant Governor Manoj Sinha also invited tourists from across India and abroad to visit the Union Territory and experience its natural beauty, cultural richness, and hospitality.
In a message posted on ‘X’, the Office of the Lieutenant Governor described J&K as the “crown of India” and highlighted its diverse landscapes and tourism offerings. He said J&K provides a distinctive blend of scenic splendour, cultural vibrancy, and welcoming hospitality. He encouraged travellers to explore the region and immerse themselves in its varied destinations.
“On World Tourism Day, Jammu Kashmir, the crown of India, welcomes you all. It offers a breathtaking and timeless experience enriched with warm hospitality. I invite everyone to come and experience the enchanting charm of Jammu Kashmir,” the Lt. Governor said.
Marking the occasion, Director Tourism Kashmir Syed Qamar Sajjad announced that Gulmarg will host the sixth national-level golf tournament this year as part of the Department of Tourism’s efforts to promote golf tourism and diversify the Valley’s tourism offerings. He said the tournament will be fully sponsored by the Department and included in its annual calendar, with Gulmarg set to host the event again next year.
Speaking on tourism growth, he stressed the importance of quality hospitality and human interaction, noting that excessive reliance on artificial intelligence should not come at the cost of genuine visitor experience.
“For tourists, money does not matter — service matters. It is about how we treat them and how we protect them from betrayal,” he said, adding that the host’s smile remains a defining feature of Kashmir’s hospitality. “Instead of relying on AI, we should upgrade our services,” he said, emphasising the need to improve service quality and enhance the overall visitor experience.
He noted that tourism remains one of the major employment-generating sectors in Kashmir and called for greater focus on how visitors are received and treated.
He added that tourists often arrive with a planned budget but are willing to spend more when they receive good service and feel genuinely welcomed. The official further stated that the government has formulated a strategy to promote tourism more aggressively, with golf identified as a key focus area.
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