Value-based tourism key for J&K: CM at SATTE

New Delhi, Feb 27: Chief Minister Omar Abdullah on Friday highlighted the importance of the South Asia Travel and Tourism Exchange (SATTE) as a platform to boost tourism in Jammu and Kashmir. He reiterated the government’s commitment to sustainable, value-based tourism rather than volume-driven footfall.
Speaking on the sidelines of SATTE, Abdullah said the event offers Jammu and Kashmir two major advantages: forging connections with tourism promoters and learning from best practices elsewhere. “SATTE is a very important B2B and B2C event for J&K tourism,” he said.
The Chief Minister expressed optimism that the ongoing season would witness increased bookings and tourist inflow. “We want tourists to return happy and feel valued. For that, we need to constantly improve our destinations, cleanliness, facilities and also add new destinations,” he said while addressing existing challenges.
Reaffirming that tourism in J&K is a year-round activity, he highlighted key attractions: “Whether it is the yatris of Vaishno Devi Temple, border tourism, or destinations in Kashmir such as Gulmarg, Pahalgam, Srinagar, Yusmarg, Sonamarg and Gurez, we are continuously working to improve our product.”
Referring to the proposed development of nine new world-class destinations in coordination with the Government of India, Omar said the initiatives aim to provide tourists with more options while emphasising sustainability. “Instead of volume-based tourism, we want value-based tourism with high-spending visitors,” he said.
On attracting international travellers, the CM said his immediate priority is domestic tourism. “The Indian traveller today is sought after worldwide. If we attract a good share of Indian tourists, they spend far more. For me, it is more important to market J&K to the rest of India. The world will take care of itself,” he added.
Welcoming improved rail connectivity to Srinagar, Abdullah said that while the service is beneficial, enhanced capacity is needed. “At present, tickets have to be booked months in advance. I hope the Ministry of Railways increases frequency and carrying capacity to further strengthen tourism promotion,” he said.
He further stated that a new airport has been sanctioned for Jammu and Kashmir, and work will commence soon, while construction of a new terminal building in Jammu is underway. “Once these projects are completed, air connectivity will significantly improve,” he added.
The Chief Minister was accompanied by his Advisor Nasir Aslam Wani; MLAs Pirzada Farooq Ahmad Shah (Gulmarg), Tanvir Sadiq (Zadibal) and Altaf Ahmad Wani (Pahalgam); and Director Tourism Jammu, Vikas Gupta.
Jammu & Kashmir’s participation at SATTE 2026 featured nearly 70 tourism stakeholders as co-exhibitors, showcasing destinations, services and promotional material highlighting the region’s tourism, heritage, adventure & pilgrimage tourism potential. Live performances by traditional folk musicians added cultural vibrancy to the pavilion and attracted significant visitor interest.
The Tourism Department said its officers shall be engaging with travel trade representatives during the exhibition to strengthen tourism promotion and increase tourist footfall in Jammu & Kashmir.