Jammu and Kashmir Chief Minister Omar Abdullah on Sunday, 27 September 2026, extended a warm invitation to travellers from across India and the world to visit the union territory on World Tourism Day, even as the iconic ski resort of Gulmarg prepares to host its sixth national-level golf tournament as part of a broader push to diversify the region's tourism offerings.

Chief Minister's Message on World Tourism Day

Abdullah underscored Jammu and Kashmir's multi-dimensional appeal — from pristine Himalayan peaks and serene lakes to pilgrimage circuits, adventure sports, MICE facilities, wedding destinations, unexplored trekking routes, and film locations. He reaffirmed the government's commitment to strengthening tourism infrastructure while pursuing sustainable and eco-friendly tourism practices.

Notably, the Chief Minister placed particular emphasis on empowering local youth and weaving the region's rich cultural traditions into the hospitality sector — signalling a deliberate policy shift toward community-led tourism that preserves heritage while generating livelihoods.

Gulmarg Golf Tournament: Key Details

Director of Tourism Syed Qamar Sajjad told reporters that Gulmarg will host the sixth edition of the national-level golf tournament this year. The event will be fully sponsored by the Department of Tourism and has been formally included in its annual calendar. Sajjad also confirmed that the tournament is set to return to Gulmarg the following year as well, signalling its elevation to a recurring fixture in India's golf tourism circuit.

A Human-First Approach to Hospitality

In a pointed remark, Director Sajjad cautioned against over-reliance on artificial intelligence in the visitor experience. 'For tourists, money does not matter, but service matters and how we deal with them and how we protect them from betrayal,' he said, adding that 'the smile of the host remains an important part of Kashmir's hospitality.'

'Instead of relying on AI, we should upgrade our services,' the Director said, stressing the need to improve the quality of reception and overall visitor treatment. He noted that tourists typically arrive with a fixed budget but are willing to spend beyond it when they encounter genuinely warm service.

Tourism as an Employment Engine

Sajjad stressed that tourism remains one of the largest employment-generating sectors in Kashmir, calling for a focused strategy to improve how visitors are received. He said the government has already formulated a forward-looking plan with golf tourism as a key pillar, alongside the broader spectrum of adventure, leisure, and cultural tourism that Jammu and Kashmir offers.

This comes amid a sustained recovery in tourist arrivals to the region, with the administration visibly pushing to shed its image as a single-season destination and attract year-round visitors through niche tourism verticals.