TAUSEEF AHMAD
SRINAGAR, Feb 8: The Jammu and Kashmir Tourism Department made a strong and impactful presence at OTM Mumbai 2026, one of Asia’s premier travel and tourism marts, drawing widespread attention from national and international tourism stakeholders. The three-day event was held from February 5 to 7 at the Jio World Convention Centre, Bandra Kurla Complex, Mumbai, and served as a significant platform for showcasing the vast and diverse tourism potential of Jammu and Kashmir.
Adding to the significance of its participation, Jammu and Kashmir was conferred with the prestigious “Best Adventure Tourism Destination” award, reinforcing the region’s growing reputation as a global hub for adventure and experiential tourism. The recognition was seen as a major boost for the Union Territory’s tourism sector, particularly in promoting activities such as trekking, skiing, mountaineering, rafting, and eco-tourism.
The Jammu and Kashmir Tourism Department set up a dedicated and visually striking pavilion, which recorded heavy footfall throughout the three-day event. Officials said the J&K pavilion emerged as one of the major highlights of OTM Mumbai 2026, attracting tour operators, travel agents, destination management companies, hospitality groups, and tourism professionals from across India and abroad.
The J&K delegation was led by Director Tourism Kashmir, Syed Qamar Sajad (JKAS), whose supervision and active on-ground engagement played a crucial role in ensuring the department’s effective participation. His interactions with industry stakeholders helped facilitate meaningful discussions on promoting Jammu and Kashmir as a year-round tourist destination.
Director Tourism Jammu, Vikas Gupta, along with other senior officers of the Jammu and Kashmir Tourism Department, also participated in the event. The officials remained engaged throughout the travel mart, holding extensive interactions with exhibitors, tour operators, and travel trade representatives to explore new avenues of collaboration and tourism promotion.
The Jammu and Kashmir Tourism Pavilion stood out for its distinct design, vibrant branding, and immersive presentation. In addition to the main pavilion, J&K Tourism branding was prominently displayed at the International Pavilion, while exclusive lanyard branding further enhanced the department’s visibility across the venue, ensuring sustained engagement with visitors and delegates.
The pavilion witnessed a large number of interactions with domestic and international tourism professionals. Multiple structured meetings were held with leading travel companies, tour operators, and destination management firms, focusing on future partnerships, tour packages, and promotional strategies aimed at increasing tourist inflow to the region.
A key attraction at the J&K pavilion was the incorporation of interactive elements, including trade meetings and a virtual reality (VR) experience, which allowed visitors to virtually explore some of Jammu and Kashmir’s most iconic destinations. Officials said the VR experience generated significant interest and helped visitors gain a realistic and immersive feel of the region’s scenic landscapes and adventure offerings.
The pavilion also showcased the rich cultural heritage of Jammu and Kashmir through the display of Kashmiri classical musical instruments and traditional handicrafts, including papier-mâché items. The cultural presentation added a unique dimension to the tourism promotion by highlighting the region’s artistic and cultural identity alongside its natural beauty.
Notably, officials said this was the first time that Kashmiri crafts and cultural elements were prominently displayed at OTM Mumbai as part of tourism promotion. The initiative was aimed at providing direct exposure to local products and craftsmanship, thereby supporting artisans while enhancing the overall destination branding of Jammu and Kashmir.
Co-exhibitors representing Jammu and Kashmir expressed satisfaction over the Tourism Department’s well-planned marketing strategy, the aesthetic appeal of the pavilion, and the structured engagement with tourism industry stakeholders. They said the initiative created valuable networking opportunities and opened new possibilities for business collaborations.
Officials described the overall response at OTM Mumbai 2026 as highly encouraging and expressed optimism that the extensive outreach and global exposure would translate into increased tourist arrivals to Jammu and Kashmir in the upcoming tourism season, further strengthening the region’s tourism economy.
