The Jammu and Kashmir region is making a concerted effort to revitalize its tourism sector following recent setbacks. A key strategy involves high-profile government meetings in prominent tourist locations, coupled with leveraging the region's golfing appeal.
On Tuesday, May 27, 2025, Chief Minister Omar Abdullah chaired a cabinet meeting in Pahalgam, a popular tourist destination in South Kashmir. This move is seen as a direct attempt to reassure potential visitors that Kashmir is safe and to encourage them to return to the valley. The meeting aimed to address concerns stemming from the April 22 terror attack in Pahalgam, which resulted in the tragic deaths of 25 tourists and a local ponywala. The attack led to a significant drop in tourist arrivals and widespread cancellation of bookings, severely impacting the local tourism industry.
Sources indicate that the Chief Minister and his cabinet colleagues engaged with tourism stakeholders in Pahalgam to gather suggestions on how to revive tourism in the aftermath of the April 22 attack. Holding the cabinet meeting in Pahalgam is a deliberate effort to send the message that there is no cause for concern and that Kashmir remains a safe destination for tourists.
Adding to this initiative, on Wednesday, May 28, 2025, the Chief Minister will chair an official meeting in Gulmarg, a world-famous ski resort in North Kashmir. This meeting will involve cabinet ministers, administrative secretaries, the Divisional Commissioner of Kashmir, heads of departments, and senior police officers. The General Administration Department has already issued a notification regarding the Gulmarg meeting. A tourism stakeholder mentioned that holding official meetings in these currently deserted locations will send a positive message, and may even inspire some tourists to consider traveling to the Valley.
These meetings outside of the traditional capitals of Srinagar and Jammu are not unprecedented. During his previous tenure as Chief Minister from 2009 to 2014, Omar Abdullah had convened cabinet meetings close to the Line of Control in both Kashmir and Jammu regions, focusing on developmental issues in remote and border areas.
In addition to these governmental efforts, there's a focus on promoting golf tourism in the region. Former Chief Minister Farooq Abdullah has long been an advocate for leveraging Kashmir's stunning scenery to attract golf enthusiasts. He feels vindicated that the Royal Springs Golf Course, developed during his tenure, is now being used to promote tourism. Farooq Abdullah cleared the city forest and invited Robert Trent Jones Jr.II to create Royal Springs Golf Course. Playing golf amidst the chinar and pine trees of Kashmir, combined with sightseeing opportunities, offers a unique experience.
The Jammu and Kashmir government has been actively working to develop and promote golf tourism. This includes the development of world-class golf courses and the organization of golf tournaments to attract players from across India and the world. Dr. Farooq Abdullah has stated that Jammu will be promoted as a major golfing destination in coming days adding that Golf Course Sidhra is being developed as one of the world's finest Golf Courses. He also noted the potential to attract some of the one crore pilgrims visiting Mata Vaishno Devi to also enjoy golfing opportunities in Jammu.
The recent efforts by Chief Minister Omar Abdullah to hold cabinet meetings in Pahalgam and Gulmarg, coupled with the ongoing promotion of golf tourism, represent a multi-pronged approach to revive the tourism sector in Jammu and Kashmir. By addressing safety concerns, engaging with local stakeholders, and highlighting the region's unique attractions, the government hopes to restore confidence and encourage tourists to once again visit the valley.
