Srinagar, Oct 21 : Jammu and Kashmir Minister Sakeena Itoo on Wednesday invited international tour operators and travel agencies to include Kashmir and Jammu in their tourism packages as she led a delegation from the Union Territory at ITB Asia 2026 in Singapore.
The Minister jointly inaugurated the India Pavilion at the international travel trade exhibition alongside Indian High Commissioner to Singapore Dr Shilpak Ambule.
During the opening day of the event, Itoo held meetings with international tour operators, travel associations, government representatives and tourism industry stakeholders to explore opportunities for promoting Jammu and Kashmir in overseas markets.
The discussions focused on developing partnerships, expanding international tourist arrivals and promoting the Union Territory’s leisure, pilgrimage, adventure and cultural tourism sectors.
“Jammu and Kashmir has immense tourism potential, and our endeavour is to showcase its diversity to the world,” Itoo said.
She highlighted Kashmir’s natural landscapes, winter sports destinations and adventure tourism opportunities, besides pilgrimage circuits, heritage sites and lesser-known tourist destinations across Jammu and Kashmir.
The Minister urged international travel agencies to introduce customised travel packages covering different regions of the Union Territory and promote tourism throughout the year rather than limiting visits to traditional peak seasons.
She also stressed the need for sustainable tourism practices and stronger cooperation with international tourism businesses to create employment opportunities and support local communities dependent on the sector.
The J&K delegation held business-to-business meetings to explore potential collaborations in destination marketing, travel packages and tourism-related investment.
Officials said participation in ITB Asia 2026 was aimed at increasing Jammu and Kashmir’s visibility in international travel markets and establishing long-term partnerships with overseas tourism stakeholders. (KNS)
