J&K tourism bodies come together under JKTABF to chart growth roadmap

Ziraat Times Team Report

SRINAGAR: The Jammu & Kashmir Tourism & Allied Business Forum (JKTABF), a unified platform representing the entire tourism business fraternity of the Union Territory, convened a high-level meeting in Srinagar on Thursday to discuss the revival and future growth of the region’s tourism industry. The meeting, chaired by Forum Chairman Mushtaq Chaya at Hotel Radisson Collection, Rajbagh, was attended by leading stakeholders from across Jammu & Kashmir associated directly or indirectly with the tourism sector.

Representatives from hotels, guest houses, homestays, houseboats, travel agencies, Shikara associations, handicrafts, adventure tourism, environmental groups, and pony wallas participated in the discussions.

Prominent organizations present included the J&K Hoteliers Club, FICCI, Kashmir Houseboat Owners Association, Hoteliers Club, Khara-Kharof Combine and its chapters in Sonmarg, Gulmarg, and Doodhpathri), Travel Agents Society of Kashmir (TASK), Travel Agents Association of Kashmir (TAAK), TAAI–J&K Chapter, IATO–J&K Chapter, ADTOI–J&K Chapter, SKAL International–J&K Club, NATTA Kashmir, Kashmir Handicraft Association, Kashmir Pashmina Organisation, Eco-Tourism Society of Kashmir, Pahalgam Hotel Association, CCIK and representatives from Katra, Jammu, Kargil and Drass.

The meeting celebrated the revival of tourism in Jammu and Kashmir following the recent Pahalgam incident, with participants expressing optimism about the sector’s rebound. The Forum discussed a range of initiatives aimed at promoting Jammu and Kashmir as a premier global tourism destination.

Key issues discussed included:

• Extension of subsidies for film tourism, in line with other Indian states, to attract film production houses.

• Promotion of sports tourism to host national and international events.

• Extension of lease lands related to tourism and hospitality ventures.

• Strengthening digital and social media marketing to enhance global visibility.

• Promotion of responsible, sustainable, and eco-tourism practices to protect the environment and preserve local culture.

It was decided that a delegation from JKTABF will soon meet the Commissioner Secretary of Tourism to discuss targeted marketing and promotion strategies. The Forum also resolved to hold meetings with senior officials of the Jammu and Kashmir Government, including the Lieutenant Governor, and with the Ministry of Tourism, Government of India, to address key industry challenges and seek enhanced policy and financial support.

Reaffirming the industry’s unity and resolve, Chairman Mushtaq Chaya said, “Tourism is the backbone of Kashmir’s economy, and countless people are directly or indirectly dependent on it. We must work collectively to ensure its sustainable revival and global growth.”

The meeting concluded on a positive note, with all stakeholders pledging to work under the single banner of JKTABF for the coordinated and sustainable development of Jammu and Kashmir’s tourism sector.