‘We are not selling Disneyland or Las Vegas’: Omar Abdullah on Kashmir tourism

Srinagar: Amid a steady rise in tourist arrivals, the Jammu and Kashmir government is working on a strategy to balance tourism growth with environmental conservation in the ecologically sensitive region.

Speaking at the inaugural session of the ‘Sustainable Tourism Planning – Designing Tourism for Tomorrow’ conclave in Srinagar, Chief Minister Omar Abdullah recently said Jammu and Kashmir’s natural landscapes—including its rivers, lakes, mountains and glaciers—are its biggest attractions and must remain at the heart of tourism planning.

“We are not selling Disneyland, Universal Studios or Las Vegas. What attracts people here is our rivers, lakes, mountains, glaciers and landscapes. Protecting these natural assets must remain the central objective of every tourism master plan. Sustainable tourism is no longer a choice but an imperative for preserving Jammu and Kashmir’s environment and securing the future of one of its most vital economic sectors,” The Hindu quoted Omar as saying.

He stressed that the government should move away from volume-driven tourism and instead focus on a value-based, sustainable model that protects the environment while ensuring long-term economic benefits, as reported by The Hindu.

Abdullah noted that annual tourist arrivals in Kashmir have increased from around 10–13 lakh in previous years to nearly 26 lakh in 2024, though the numbers declined after the 2025 Pahalgam attack. He said the growing influx has put pressure on popular destinations such as Pahalgam, Gulmarg and Sonamarg.

While the government is developing 75 offbeat tourist destinations and expanding infrastructure, Abdullah emphasised that sustainability must be integrated into every aspect of tourism planning. He warned that tourism without environmental safeguards would eventually become unsustainable.

The Chief Minister said future tourism policies should prioritise quality over quantity, arguing that attracting fewer high-value visitors is a better long-term strategy than relying on large tourist volumes. He added that regulating tourist flow may become necessary to reduce overcrowding, traffic congestion and pressure on fragile destinations while improving visitors’ overall experience.

Abdullah also highlighted the need for comprehensive planning covering traffic management, parking, waste disposal, water conservation, building regulations, carrying capacity and community participation. He said both the government and citizens share responsibility for protecting tourist destinations, adding that environmental degradation cannot be blamed on tourists alone.

Calling for effective implementation of tourism master plans, Abdullah said policies should be framed in consultation with local communities and enforced uniformly. He reiterated that premium, value-based tourism can generate greater economic returns while minimising environmental impact.