New Delhi, Feb 27: Jammu and Kashmir Chief Minister Omar Abdullah has made it clear that the Union Territory is not chasing international tourist numbers but is instead banking on high‑spending domestic travellers to promote value‑based, sustainable tourism in J&K.
Speaking at the South Asia Travel & Tourism Exchange (SATTE) 2026, a major travel trade fair underway at the Yashobhoomi Exhibition Centre in Delhi, Abdullah said the administration’s tourism strategy is centred on “quality over quantity,” sustainability, and delivering a memorable visitor experience rather than simply counting foreign footfalls.
“Let me be very clear: I’m not particularly interested in foreign tourists if I can secure a strong share of Indian travellers, who today spend significantly more and are highly aspirational,” he said. “Our priority is to market Jammu & Kashmir across India and ensure that every visitor feels valued, satisfied and eager to come back.”
Abdullah described the UT’s evolving roadmap as a shift from volume‑driven tourism to value‑based tourism, where the focus lies on higher per‑capita spending, longer stays, and lower environmental strain. He also highlighted the government’s plan to develop nine new world‑class, sustainable destinations in partnership with the Government of India, under the broader “SPREAD” tourism‑infrastructure initiative.
Stressing the importance of infrastructure, the Chief Minister called for strengthening rail connectivity to Srinagar and expanding airport capacity in both Jammu and Kashmir so that tourism can run smoothly all year, including the off‑season months. He said improving connectivity and amenities will be key to making J&K a 365‑day destination.
The J&K Tourism pavilion at SATTE 2026 showcased the region’s scenic and adventure offerings, cultural heritage, and upcoming events calendar. Abdullah said he hopes the UT’s participation in the three‑day fair will translate into better bookings and a stronger tourist pipeline as the main travel season approaches.
The 33rd edition of SATTE 2026 has drawn record participation, with over 2,000 exhibitors representing more than 3,200 brands from over 60 countries. Nearly all Indian states and Union Territory tourism boards, including Jammu and Kashmir, are taking part to market their destinations and attract tour operators, media and MICE buyers
