The increase in the influx of tourists to Jammu and Kashmir during the past few years presents both opportunities and challenges for the union territory. The total tourist footfall in 2024 in Kashmir valley stood at approximately 2.95 million, marking a notable rise from the 2.71 million visitors recorded in 2023 and 2.67 million in 2022, according to media reports. Ahead of the spring season, sustaining growth requires concrete planning from both the government and private stakeholders. The government’s recent participation in OTM 2025, where Jammu and Kashmir’s pavilion featured 120 local tourism operators points to the importance of global exposure. Events like these allow the region to showcase its unique attractions—alpine meadows, cultural festivals, and handicrafts—to international audiences. However, visibility alone is not enough. Chief Minister Omar Abdullah’s call for participation in more travel marts must be matched with actionable follow-through. Post-event engagement, such as virtual meetings with international tour agencies, could convert interest into tangible bookings. Additionally, digital campaigns targeting specific demographics, like adventure travelers or cultural enthusiasts, could amplify the region’s appeal beyond seasonal promotions. Infrastructure remains a pressing issue. While popular destinations like Gulmarg and Pahalgam attract crowds, overcrowding strains resources and diminishes visitor experiences. The government could encourage tourism in less-visited areas such as Gurez Valley or Kokernag by improving connectivity—expanding road networks and ensuring reliable mobile connectivity. Private stakeholders, particularly hoteliers and travel agencies, could develop packages that promote these areas, offering incentives like discounted stays or guided tours. Homestays, managed with basic quality standards, could provide authentic experiences while distributing economic benefits to local communities. Training programs for hospitality workers, focusing on service efficiency and cultural sensitivity, would also enhance tourist satisfaction. The Chief Minister’s emphasis on collaboration with stakeholders at OTM 2025, including interactions with artisans and travel operators, points to the need for inclusive planning. Artisans showcasing crafts like Pashmina shawls or walnut wood carvings at such events are vital to the region’s cultural appeal. Yet, their integration into the tourism value chain remains fragmented. The government could establish craft hubs near popular tourist sites, where artisans sell directly to visitors, bypassing middlemen. Private tour operators might include visits to these hubs in itineraries, creating a narrative around heritage preservation. Similarly, promoting local cuisine—such as Wazwan feasts or Kahwa tea—through food trails or cooking workshops could deepen cultural engagement. Sustainability is another area requiring urgent attention. The ecological sensitivity of destinations like Sonamarg or Dachigam National Park demands stricter regulations on waste management and construction. The government could enforce visitor caps during peak seasons and mandate eco-certifications for hotels and tour operators. Private stakeholders might adopt practices like solar energy use, plastic-free zones, or partnerships with environmental NGOs for conservation projects. Off-season tourism, promoted through discounts or themed events (e.g., autumn foliage tours), could reduce pressure on popular sites while generating year-round revenue. Regular consultations between government officials and private operators could identify bottlenecks, from delayed project approvals to seasonal staffing shortages, which would ensure timely solutions.