In a major outreach initiative to strengthen tourism promotion, the Chief Minister today addressed leading travel trade professionals, tour operators and tourism associations from Maharashtra, calling upon them to actively partner in projecting Jammu & Kashmir as a safe, vibrant and all-season tourism destination. The event also witnessed the felicitation of prominent travel agents and associations for their contribution to tourism promotion.
Speaking to the gathering, the Chief Minister highlighted the renewed momentum in Jammu & Kashmir’s tourism sector, supported by improved connectivity, upgraded infrastructure and a sustained focus on visitor safety and hospitality. He said that Maharashtra, being one of the largest source markets for domestic tourists, holds a crucial role in shaping tourism flows to the Union Territory.
The Chief Minister emphasised that Jammu & Kashmir today offers a diverse range of experiences throughout the year, including leisure tourism, adventure activities, cultural exploration, spiritual travel and wellness tourism. He urged travel trade leaders to move beyond seasonal promotion and showcase the region as a year-round destination catering to families, youth, senior citizens and niche tourist segments.
During the interaction, the Chief Minister reiterated the government’s commitment to ensuring a tourist-friendly ecosystem through policy support, ease of doing business and collaboration with the private sector. He said that the tourism department is actively working with stakeholders to develop new destinations, diversify tourism products and promote lesser-known areas, thereby reducing pressure on traditional hotspots.
Felicitating travel agents and tourism associations of Maharashtra, the Chief Minister acknowledged their role as brand ambassadors of destinations. He said their firsthand experience, professional networks and market outreach are vital in shaping traveller confidence and perception. He invited them to explore partnership opportunities in destination marketing, curated tour packages and promotional campaigns.
The event also provided a platform for travel trade representatives to share feedback, suggestions and expectations. Discussions focused on strengthening air connectivity, promoting experiential tourism, and creating joint promotional initiatives between Jammu & Kashmir and Maharashtra.
The Chief Minister noted that tourism is not just an economic activity but a powerful medium for people-to-people connection and cultural exchange. He said that increased tourist footfall contributes directly to employment generation, entrepreneurship and inclusive growth, particularly for local communities.
Concluding his address, the Chief Minister expressed confidence that sustained collaboration with the travel trade fraternity of Maharashtra would further strengthen Jammu & Kashmir’s position as one of India’s most preferred tourist destinations. He reaffirmed the government’s resolve to work closely with industry stakeholders to ensure a safe, memorable and enriching experience for every visitor to the region.
