Srinagar, Oct 21 (KNO): Minister for Health and Medical Education, Social Welfare and Education, Sakeena Itoo on Wednesday invited global tour operators, travel agencies and tourism stakeholders to explore Jammu and Kashmir’s tourism potential as she led a high-level delegation at ITB Asia 2026 in Singapore.
As per details collected by the news agency—Kashmir News Observer (KNO), Itoo also jointly inaugurated the India Pavilion at the international travel trade event alongside Indian High Commissioner to Singapore, Dr Shilpak Ambule, to promote Jammu and Kashmir as a destination for domestic and international tourists.
The delegation held a series of business-to-business interactions and strategic meetings with international tour operators, travel trade associations, government representatives and other stakeholders to explore partnerships and expand the Union Territory’s presence in the global tourism market.
“Jammu and Kashmir has immense tourism potential and our endeavour is to showcase its diversity to the world. From its breathtaking landscapes and vibrant cultural traditions to pilgrimage tourism, adventure activities and winter sports, the Union Territory offers unique experiences for visitors throughout the year,” Itoo said.
She said international tourism platforms such as ITB Asia provide valuable opportunities to connect with global stakeholders, strengthen partnerships and expand the reach of Jammu and Kashmir’s tourism sector.
“Our participation at ITB Asia reflects J&K Government’s commitment to promoting Jammu and Kashmir on the international tourism map. We invite tour operators, travel agencies, investors and tourism professionals from across the world to explore the opportunities available in Jammu and Kashmir and partner with us in promoting its tourism potential,” she added.
During the interactions, the delegation showcased the region’s leisure and pilgrimage destinations, adventure tourism circuits, winter sports, offbeat locations and cultural and heritage attractions. It also encouraged international travel operators to include Jammu and Kashmir in their travel packages and destination portfolios.
Itoo stressed the need to strengthen tourism partnerships, improve destination visibility and promote sustainable tourism practices to ensure that local communities benefit from tourism-driven economic growth and employment opportunities.
The delegation also highlighted collaboration opportunities across tourism segments, with a focus on developing customised travel experiences to meet the evolving preferences of international visitors.
The J&K delegation comprises Director Tourism Jammu Vikas Gupta, Special Secretary Tourism J&K Suraj Parkash Rukwal and Director Finance Rashim Deepika. Meanwhile, the participation at ITB Asia 2026 is aimed at building long-term partnerships with global travel companies, promoting tourism exchanges and positioning Jammu and Kashmir as a preferred destination for leisure, adventure, pilgrimage and cultural tourism—(KNO)