Valley of Vision: Omar Abdullah's Call for High-Value Tourism

In a powerful address that resonated with vision and grounded realism, Omar Abdullah, Chief Minister of Jammu and Kashmir, took centre stage at the ICC-Aviation & Tourism Conference on 14th April 2025 in New Delhi, drawing attention to the critical role of tourism and aviation in shaping the future of the Union Territory.

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“Tourism has always been the heartbeat of Jammu and Kashmir,” he began, reminding the audience of the region’s timeless allure, long before conflict came to dominate headlines. Quoting the famous couplet etched on the walls of the Red Fort, he reflected, “If there is heaven on Earth, it is this, it is this, it is this.”

Abdullah’s speech was both a celebration of progress and a candid assessment of the road ahead. He confidently declared, “Jammu and Kashmir has turned a corner. We are once again emerging as a premier tourist destination—not only within India but increasingly on the global stage as well.”

However, with this resurgence comes a new set of challenges. “We chased volume... but I believe the time has come to reposition Jammu and Kashmir—not merely as a destination for mass tourism but for value tourism. We need to move up the value chain.”