Jammu & Kashmir Tourism made a compelling showcase at Travel & Tourism Fair (TTF) Kolkata 2025, taking place from July 10–12, positioning the region as a dynamic, all-season, multi-segment destination. The event was inaugurated by Chief Minister Omar Abdullah, who emphasized tourism’s pivotal role in J&K’s economic growth. With over 500 exhibitors and 5,500+ trade professionals attending, the fair became a powerful platform for strengthening ties between Jammu & Kashmir and West Bengal.
At the heart of J&K’s tourism strategy lies its evolution into a destination that caters to varied interests- ranging from adventure and heritage tourism to MICE, wellness, and homestays. Focused efforts to promote offbeat locales such as Gurez, Bangus, and Sanasar are enabling tourists to explore serene, lesser-known regions, while empowering rural communities through homestay initiatives- many of which are led by women entrepreneurs.
The Chief Minister also highlighted the region’s growing cultural and economic collaboration with West Bengal, a major tourist source market for J&K. The state’s tourism department is encouraging deeper engagement through cross-cultural initiatives, destination marketing, and MICE promotions, with the goal of attracting year-round visitors from eastern India.
Jammu & Kashmir’s achievements were celebrated at the expo, with recognitions such as the SKOCH Silver Award for its homestay program and the ‘Best Tourism Village Award’ for Aru Valley under the adventure tourism category. Several rural homestay destinations, including Keran and Yusmarg, received accolades for offering authentic, community-based travel experiences.
J&K’s film tourism is also gaining traction, with increased interest from Bollywood and international filmmakers, positioning the region as a vibrant cinematic hub once again.
As the state continues to invest in sustainable infrastructure and inclusive tourism, it is setting new benchmarks for responsible travel. TTF Kolkata 2025 marked a milestone in J&K’s tourism journey- strengthening inter-state partnerships, highlighting untapped destinations, and showcasing its readiness to welcome the world in every season.
