Onlykashmir.in News Desk
Jammu and Kashmir Tourism has secured two prestigious honours at the India International Travel Mart (IITM) in Mumbai, winning recognition as the Best Adventure Tourism Destination and the Best Experiential Tourism Destination. The double honour underlines the Union Territory’s rising profile as a premier destination for adventure, nature-based and experiential travel in the country.
The awards were received by Waseem Raja, Joint Director, Tourism Kashmir, on behalf of the Department of Tourism, Jammu and Kashmir. The recognition reflects the growing popularity of the region among domestic travellers and its reputation for offering diverse adventure activities, immersive travel experiences and breathtaking natural landscapes.
IITM is a prominent tourism promotion event organised across various states, bringing together tourism departments, travel operators and other industry stakeholders on a common platform. J&K Tourism participated alongside several states, including Gujarat and Telangana, as well as private tourism stakeholders. Its pavilion drew an overwhelming response from local tour operators, travel agents and tourism stakeholders from Maharashtra, with hundreds of visitors reportedly stopping by during the two-day event to learn about the travel experiences on offer.
The J&K Tourism delegation comprised Waseem Raja and Vivek Puri, Chief Executive Officer of the Surinsar-Mansar Development Authority. Over the two days, the delegation held detailed interactions and meetings with prominent tour operators and tourism stakeholders from Maharashtra. These engagements were aimed at exploring avenues for strengthening tourism promotion, expanding travel partnerships and attracting more visitors to Jammu and Kashmir.
Maharashtra is among the most important source markets for Kashmir tourism, and trade shows in Mumbai offer a direct line to the agents and operators who shape the itineraries of thousands of families each year. Winning awards in the adventure and experiential categories is significant because it signals a shift in how the region is perceived. Beyond its traditional image as a destination for scenic holidays, Jammu and Kashmir is increasingly being positioned for trekking, skiing, rafting, camping, cultural immersion and village-based experiences.
For a sector that sustains thousands of livelihoods, from hoteliers and houseboat owners to guides, drivers and artisans, national-level validation carries real commercial weight. Officials and industry observers expect the double recognition at IITM Mumbai to further enhance the Union Territory’s visibility in the national tourism market and strengthen its position as a preferred destination for adventure, nature-based and experiential tourism.
