Participating in exhibitions and similar events holds immense potential for boosting Kashmir tourism. These platforms present an opportunity to showcase its beauty, rich cultural heritage and diverse tourism offerings to a wide audience. The recent success of the Jammu and Kashmir Tourism Pavilion at the Outbound Travel Mart (OTM) in Mumbai stands as a proof to the significant benefits of such engagements. The J&K Tourism Pavilion at OTM drew the attention of travel representatives, professionals, and enthusiasts from across the country and beyond. With its captivating displays, immersive experiences and interactive sessions, the pavilion provided visitors with a glimpse into the myriad opportunities for exploration and adventure that Kashmir has to offer. One of the key advantages of participating in exhibitions like OTM is the opportunity to engage directly with potential tourists and stakeholders of the tourism sector. Through face-to-face interactions, tourism officials and co-exhibitors can effectively communicate the unique selling points of Kashmir tourism, address queries, and dispel misconceptions. Furthermore, exhibitions serve as a platform for networking and collaboration within the tourism industry. By entering into partnerships with travel agencies, tour operators, and hospitality providers, Kashmir tourism can enhance its reach and visibility in the market. It can therefore tap into new customer segments and distribution channels. Collaborative efforts can also lead to the development of innovative tour packages and experiences tailored to the preferences of different target demographics. The recognition garnered by the J&K Tourism Pavilion at OTM highlights the importance of proactive promotion and marketing initiatives in driving tourist footfall to the region. Award-winning presentations and innovative showcases not only generate buzz and excitement but also position Kashmir as a premier travel destination in the minds of potential tourists. Moreover, participation in exhibitions facilitates knowledge sharing and capacity building within the tourism sector. By attending seminars, workshops, and panel discussions, tourism professionals can stay updated on industry trends, best practices and emerging technologies, thereby enhancing their skills and expertise. This, in turn, enables them to deliver superior services and experiences to visitors, contributing to overall satisfaction and repeat visitation. In addition to promoting mainstream tourist attractions, exhibitions also provide a platform to highlight lesser-known destinations and niche tourism experiences. Kashmir’s rich cultural heritage, vibrant festivals, and eco-tourism initiatives can be showcased to a global audience, attracting travelers seeking authentic and off-the-beaten-path experiences. This not only diversifies the tourism product offering but also contributes to the sustainable development of local communities and preservation of cultural heritage. Sustainable tourism practices are increasingly gaining traction in the industry, with travelers showing a growing preference for responsible travel options. Exhibitions offer an opportunity for Kashmir tourism to showcase its commitment to sustainability initiatives such as eco-friendly accommodations, waste management systems, and community-based tourism projects. By aligning with global sustainability standards and certifications, Kashmir can appeal to conscientious travelers seeking environmentally and socially responsible travel experiences. Looking ahead, exhibitions and similar events will continue to play an important role in promoting Kashmir tourism on both national and international fronts.