The Tourism Secretaries’ Conference held at the Sher-i-Kashmir International Conference Centre in Srinagar was organised by the Union Ministry for Tourism. While acknowledging the pain of the recent Pahalgam terror attack, the conference focused on recovery, strategy and long-term planning in the field of tourism. The central message from the Union Minister for Culture and Tourism Gajendra Singh Shekhawat was to address grief while looking ahead with resolve. Referring to the attack as an “Amavas ki kali raat,” or a dark moonless night, Shekhawat encouraged a forward-facing outlook. His remarks were aimed at steering the conversation away from fear and disruption toward recovery, tourism development, and renewed public confidence. This framing was important in shaping both the mood of the event and the broader message to the nation. The Minister highlighted the steps taken in Jammu and Kashmir since 2019, presenting the Union Territory as a growing destination in the national and international tourism landscape. He pointed to the development of religious tourism beyond the well-known pilgrimage sites and the increasing attention to niche areas such as lavender-based tourism. According to him, the expansion of such offerings has helped increase the diversity of tourist inflow while creating new local economic activities. Adventure, nature, and water-based tourism are also being prioritised, with the idea that every district in the region can play a part in shaping its tourism economy. Improving accessibility remained a recurring theme. The emphasis on road, rail and air connectivity was not limited to standard routes, but included attention to emerging destinations as well. Minister Shekhawat advocated for structured, long-term planning with annual festivals and exhibitions that would draw repeat visitors. This approach shifts the focus from reactive tourism management to a model that builds recognition and engagement over time. Lieutenant Governor Manoj Sinha, in his address, linked the growth of the tourism sector directly with the broader development narrative of the region. He described the present momentum as a reply to those who once disrupted life in the valley through violence and fear. According to him, the expanding tourism ecosystem reflects the change in ground realities—where visitors are returning in large numbers and once-fragile areas are being integrated into mainstream travel circuits. One notable initiative discussed was the SPREAD strategy—Strategic Promotion and Revamping of Emerging Alternate Destinations. It aims to reduce pressure on heavily visited areas by bringing lesser-known sites into focus. This includes plans to add nine new destinations to national and international maps and generate employment in these locations. By targeting high-value tourism while also distributing visitor traffic more evenly, the strategy aims to balance economic growth with environmental considerations. The event at SKICC, which brought together tourism officials from all over the country, helped create an important space for idea-sharing and season planning. The presence of national-level policymakers and the scale of the conference reflected that Jammu and Kashmir is no longer viewed solely through the lens of security, but as a tourism and cultural hub with economic relevance.
Tourism Reset
