A Call for International Recognition of Normalcy in the Region
New Delhi, 14 April 2025: Repositioning Jammu & Kashmir as a Global Tourism Destination
Chief Minister Omar Abdullah has called on the Ministry of External Affairs (MEA) to leverage its diplomatic influence to persuade Western countries to withdraw their stringent travel advisories against Jammu and Kashmir. Speaking at a tourism event in New Delhi, Abdullah emphasized that lifting these advisories would serve as the ultimate proof of the region’s improved security and stability.
Focus on Travel Advisories
Abdullah highlighted the importance of targeting countries with “very firm” travel advisories, including the US, EU, UK, and Australia. He argued that these advisories not only deter foreign tourists but also invalidate their insurance policies, making travel to J&K impractical.
“The proof of the pudding is in the eating. We have to convince the international community that Jammu and Kashmir is normal. This acknowledgment will come in the form of those travel advisories being written down and finally done away with,” Abdullah stated.
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Repositioning J&K Tourism
As the Tourism Minister for the Union Territory, Abdullah expressed his vision to reposition J&K as a destination for “value tourism” rather than “volume tourism.” He announced plans to review the region’s tourism policy to align with changing dynamics and tourist preferences.
Abdullah also addressed the need to tap into southern India’s tourism and film industries, which have largely overlooked J&K. “We neither get very many South Indian movies, and they have much larger budgets these days than Bollywood movies do. We will be looking to see what we can do to tap into both of these things,” he said.
Challenges and Opportunities
Abdullah acknowledged the historical requirement for foreign visitors to register upon arrival in J&K, stating that this practice has existed since before 1989 and does not deter tourism. Instead, he pointed to travel advisories as the primary obstacle.
He also discussed the potential outsourcing of golf courses under long-term lease agreements, emphasizing the need to maintain ownership while attracting private investment.
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Looking Ahead
Abdullah’s appeal to the MEA underscores the need for international recognition of J&K’s normalcy. As the region seeks to reposition itself as a premium tourism destination, lifting travel advisories could pave the way for increased foreign arrivals and economic growth.
