Srinagar, Oct 9 (KNS): The business fraternity of Jammu and Kashmir’s tourism sector has come together under one platform Jammu & Kashmir Tourism & Allied Business Forum (JKTABF) to strengthen and promote tourism across the region.

A meeting of the Forum, chaired by its Chairman Mushtaq Chaya at Hotel Radisson Collection, Rajbagh, was attended by major stakeholders from the tourism and allied sectors, including representatives of hotels, guest houses, homestays, travel agencies, Shikara associations, handicraft traders, pony wallas, and environmentalists.

Prominent organizations that participated included Jammu & Kashmir Hotels Club, FICCI, Kashmir Houseboat Owners Association, Hoteliers Club (Khara Khurof Combine, Sonmarg, Gulmarg, and Doodhpathri Chapters), Travel Agents Society of Kashmir (TASK), Travel Agents Association of Kashmir (TAAK), TAAI, IATO, ADTOI, SKAL International, NATTA Kashmir, Kashmir Handicraft Association, Kashmir Pashmina Organisation, Eco-Tourism Society of Kashmir, Pahalgam Hotel Association, Shikara Owners Association, CCIK, Adventure Tour Operators of Kashmir, and representatives from Katra, Jammu, Kargil, and Drass.

The meeting focused on the revival of tourism after the recent Pahalgam incident and discussed strategies to further strengthen the sector. Members highlighted the need for coordinated efforts to promote Jammu and Kashmir as a world-class travel destination.Click Here To Follow Our WhatsApp Channel

During the discussions, the Forum emphasized several key areas:
• Extending subsidies and incentives for film tourism to attract production houses.
• Promoting sports tourism to host national and international events.
• Extending lease lands related to the hospitality sector.
• Expanding digital and social media marketing to reach global audiences.
• Promoting sustainable and eco-friendly tourism to protect Kashmir’s natural and cultural heritage.

It was decided that a delegation from the Forum will soon meet the Commissioner Secretary of Tourism to discuss marketing strategies and promotion plans. The Forum will also hold meetings with senior government officials, including the Lieutenant Governor and the Ministry of Tourism, Government of India, to raise key industry concerns and seek stronger policy support.

Chairman Mushtaq Chaya reiterated his commitment to strengthening the sector, saying, “Tourism is the backbone of Kashmir’s economy, and countless people depend on it for their livelihood.”

The meeting concluded with all stakeholders expressing unity and determination to work together for the sustainable growth and global promotion of Jammu and Kashmir’s tourism industry.(KNS)