SRINAGAR, July 8: Union Tourism Minister Gajendra Singh Shekhawat today said that Kashmir’s tourism potential extends far beyond its scenic landscapes, highlighting the need to tap into the region’s rich cultural and experiential offerings.
He also urged the Jammu & Kashmir Tourism Department and officials from other Union Territories to chart out a comprehensive, year-long event calendar of events aimed at creating a distinct global identity through culture-driven tourism.
Speaking at the concluding session of the UT Tourism Secretaries Meeting in Srinagar, the Union Minister said that while the general perception of Kashmir is largely confined to iconic destinations like Srinagar, Dal Lake, Gulmarg, Sonamarg, and Pahalgam, the region offers far more diverse and unexplored experiences.
“Kashmir is not just about scenic beauty. It is home to centuries-old archaeological remains and historical documents that narrate thousands of years of our heritage. When it comes to religious tourism, we often stop at Amarnath Yatra, Vaishno Devi, or the Shankaracharya Temple. But places like the ancient Shiva temple in Bhaderwah and many other magnificent temples reflect Kashmir’s deeper spiritual and historical significance,” the Minister said.
He also pointed to the vast potential of activity-based tourism in Kashmir, citing opportunities in trekking, skiing, and water sports.
“While skiing in Kashmir is known to some extent, the peace being restored in the region opens up new possibilities for adventure tourism. The tragic incident in Pahalgam should be seen as an isolated event- like a dark new moon night that has passed. We must now look ahead,” he said.
Highlighting the underexplored areas, he mentioned lakes like Wular and Manasbal, and stressed the need to promote water-based tourism, cultural heritage, crafts, music, gastronomy, and agro-tourism.
“One of the most innovative tourism models has been lavender farming. Under the leadership of the Lieutenant Governor, this initiative alone has attracted nearly 20 lakh tourists eager to experience lavender fields in Kashmir,” he added.
Drawing comparisons with the rapid development in other Union Territories such as Daman & Diu and Lakshadweep, the Minister praised the local administrations for nurturing tourism potential with world-class-and even beyond world-class- infrastructure.
He reaffirmed the Centre’s commitment to developing tourism infrastructure across all Union Territories.
“These regions hold boundless potential. The Government of India is fully committed to accelerating their tourism-driven growth. Today’s gathering is part of our collective effort to realize that vision,” he said.
Union Tourism Minister called on the Jammu & Kashmir Tourism Department and senior officials of other union territories to design a comprehensive year-long calendar of events aimed at creating a distinct global identity through culture-driven tourism.
“Every Union Territory should have a dedicated calendar with monthly, bi-monthly, or quarterly festivals. These events should either be rooted in local traditions or be newly created experiences that can attract both domestic and international tourists,” he said.
Citing the example of the International Kite Festival in Ahmedabad, which started 30-40 years ago and is now globally recognized, the Minister urged states and UTs to commit to fixed-date annual festivals that can eventually become permanent fixtures.
“If we push just one good festival consistently for three years, it will become a 30-year asset for our economy,” he said. “These events won’t just bring tourists—they will shape our identity and generate livelihoods.”
Highlighting Kashmir’s growing tourism ecosystem, the Minister referred to the successful hosting of the Formula F4 race under the leadership of the Lieutenant Governor. “If that event gets a fixed slot every year, Srinagar will be known globally for Formula F4. Just like marathons or film festivals create destinations, so can we.”
The Minister also pitched for organizing international events like Sufi music festivals and film expos, stressing the importance of developing off-season tourism through alternative experiences.
“Tourism must not be limited to peak seasons. Places like Rajasthan understand the pain of the off-season. To overcome that, we need creative experiences- exhibitions, races, marathons, cultural festivals—that offer year-round engagement,” he said. (Agencies)
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