J&K bets on value tourism, infrastructure push &year-round growth: Omar Abdullah

The Union Territory’s tourism strategy is focused on quality, sustainability and enhancing visitor experience rather than merely chasing international numbers.

The 33rd edition of SATTE 2026 opened at Yashobhoomi with record participation, bringing together over 2,000 exhibitors representing 3,200+ brands from 60+ countries. Organized by Informa Markets in India, Day 3 witnessed strong buyer-seller engagements, high-level policy discussions, and global destination showcases, setting a dynamic tone for the three-day exhibition.

Addressing the gathering, Omar Abdullah, Chief Minister of Jammu and Kashmir, said, “SATTE 2026 has been good and we hope that the bookings and the tourist flow into Jammu and Kashmir will increase now that the season has started. The Union Territory’s tourism strategy is focused on quality, sustainability and enhancing visitor experience rather than merely chasing international numbers.

“I’m not particularly interested in foreign tourists if I can secure a strong share of Indian travellers, who today spend significantly more and are highly aspirational. Our priority is to market Jammu & Kashmir across India and ensure that every visitor returns satisfied, valued and eager to come back,” he said.

Highlighting the government’s vision to develop nine new world-class, sustainable destinations in partnership with the Government of India, he underlined the shift from volume-driven tourism to value-based tourism. He also stressed the importance of strengthening rail connectivity to Srinagar and expanding airport infrastructure in Jammu and Kashmir to support year-round tourism growth."