Chief Minister Omar Abdullah’s special interaction with tour operators from across the country on July 11, 2025, in Kolkata marks a timely and strategic outreach effort aimed at revitalising Jammu and Kashmir’s tourism sector. By directly engaging with key stakeholders in the industry, the Chief Minister has sent a clear message: J&K is not just open for tourism, but is ready to partner actively in promoting its unparalleled natural beauty, cultural diversity, and spiritual heritage. Kashmir has long relied on tourism as a crucial pillar of its economy and such efforts are essential. The industry provides livelihood to thousands—from hoteliers and houseboat owners to artisans, ponywallahs, and adventure sports operators. However, it has also been among the worst affected in the aftermath of the pandemic and global travel disruptions and more recently the Pahalgam terrorist attack. In this context, the government’s willingness to directly involve national tour operators signals a shift from a reactive to a proactive tourism strategy. During the interaction, Chief Minister Abdullah rightly emphasised the unique experiences that Jammu and Kashmir offer—be it the snow-covered peaks of Gulmarg, the tranquil lakes of Srinagar, the Mughal heritage of Jammu, or the spiritual journey to Vaishno Devi and Amarnath. These are assets unmatched in the country’s tourism landscape, and with the right promotion and infrastructure, J&K can reclaim its position as a premier travel destination. What is particularly noteworthy is the Chief Minister’s assurance of full support from the local government. This includes facilitating permissions, improving safety measures, and ensuring smoother logistics—all vital concerns for tour operators looking to send groups into the region. Such assurances, if followed up with visible action on the ground, could play a key role in rebuilding trust and confidence among travel industry players. The outreach also presents an opportunity for co-creation. By inviting collaboration, the state can benefit from the marketing expertise and customer insights of professional tour operators while tailoring tourism packages that appeal to a wider demographic—ranging from adventure enthusiasts and honeymooners to pilgrims and culture seekers. To ensure lasting success, however, this interaction must be followed by sustained engagement. Regular consultations with tourism stakeholders, public-private partnerships, investment in modern infrastructure, and maintaining peace and stability must form the backbone of our tourism revival strategy. Chief Minister’s initiative deserves appreciation and support. It reflects a vision not just to promote tourism, but to transform it into a vehicle of economic revival and people-to-people connection. With consistent follow-through, J&K can once again become the crown jewel of the country’s tourism.