New Delhi, February 27, 2026 : Chief Minister Omar Abdullah on Thursday said that Jammu and Kashmir is not aggressively pursuing foreign tourist numbers and is instead prioritising high-spending domestic travellers to promote value-based and sustainable tourism.
Speaking during his visit to the 33rd edition of South Asia Travel & Tourism Exchange (SATTE 2026) at Yashobhoomi Exhibition Centre in Delhi, Abdullah outlined the Union Territory’s tourism strategy focused on quality over quantity.
“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. Our priority is to market Jammu & Kashmir across India and ensure that every visitor returns satisfied, valued and eager to come back,” he said.
Shift from Volume to Value
The Chief Minister emphasized a transition from volume-driven tourism to value-based tourism, with an emphasis on enhancing visitor experience and ensuring long-term sustainability.
He also highlighted plans to develop nine new world-class and sustainable tourism destinations in collaboration with the Government of India, aimed at diversifying tourist circuits across the Union Territory.
Infrastructure Push for Year-Round Tourism
Stressing the importance of infrastructure, Abdullah underscored the need to strengthen rail connectivity to Srinagar and expand airport infrastructure in both Jammu and Kashmir to facilitate seamless travel and support year-round tourism.
He expressed optimism that J&K Tourism’s participation in SATTE 2026 would boost bookings ahead of the upcoming travel season.
The 33rd edition of SATTE has drawn record participation, with over 2,000 exhibitors representing more than 3,200 brands from more than 60 countries, making it one of South Asia’s largest travel and tourism exhibitions.
