In a significant effort to boost tourism through a nationwide promotional campaign, the Department of Tourism, Jammu & Kashmir, participated in the India International Travel Mart (IITM) Kolkata.

On the sidelines of IITM Kolkata, a team from J&K Tourism, led by Additional Secretary Owais Mushtaq, engaged extensively with the media fraternity of Kolkata and held meetings with leading travel trade operators from the eastern region. The team showcased the immense tourism potential of Jammu & Kashmir, a region blessed with unparalleled natural beauty—ranging from vast meadows and lush forests to snow-capped mountains, pristine lakes, and breathtaking valleys.

The delegation included Mr. Owais Mushtaq (Additional Secretary, Tourism), Ms. Savita Chouhan (Deputy Director, Tourism Jammu), Mr. Nasir Mehmood (Deputy Director, Tourism Kashmir), and Dr. Ahsan Ul Haq (Officer-In-Charge, J&K Tourism Office, Kolkata). During IITM, they provided insights into the diverse tourism offerings of the Union Territory, highlighting Pilgrim Tourism for devotees visiting Vaishno Devi and Amarnath, as well as Adventure Tourism, which includes trekking, white-water rafting, skiing, mountaineering, and paragliding. Additionally, they emphasized the rich heritage of Leisure Tourism, which has been a hallmark of J&K for centuries.

During the event, Mr. Owais Mushtaq delivered a detailed presentation outlining the extensive range of tourism products and services available in Jammu & Kashmir. He also highlighted the department’s continuous efforts to enhance visitor experiences and promote responsible tourism.

The delegation extended a warm invitation to media representatives to visit Jammu & Kashmir and experience firsthand its diverse tourism offerings. They assured attendees that J&K is one of the safest destinations for tourists, boasting a zero-crime rate against visitors and being recognized as one of the safest places for women travelers globally.

Furthermore, the team emphasized that Jammu & Kashmir offers distinct scenic beauty across all seasons, with each destination transforming uniquely throughout the year—whether in the vibrant bloom of spring, the golden hues of autumn, or the snow-covered landscapes of winter.

The team also highlighted the remarkable surge in tourist arrivals in recent years, reflecting Jammu & Kashmir’s growing prominence as a premier travel destination. In 2022, the Union Territory welcomed 1.88 crore tourists, followed by 2.11 crore in 2023, and an impressive 2.37 crore in 2024. This consistent increase in footfall underscores the region’s unmatched natural beauty, enhanced tourism infrastructure, and the successful efforts of the J&K Tourism Department in promoting the destination.

With its strong presence and impactful promotional campaigns, Jammu & Kashmir Tourism continues to lead the way in India's tourism sector, emerging as a frontrunner at the IITM Kolkata event.