Srinagar, Sep 9: Advisor to the Jammu and Kashmir Chief Minister, Nasir Aslam Wani, has called for the revival of the historic relationship between Kashmir and Bollywood, emphasising the potential of cinema to promote the region’s cultural identity, tourism and creative economy.

Speaking at the 1st International Film Festival of Jammu & Kashmir (IFFJK) in Srinagar, Wani highlighted the long-standing association between the Valley and the Indian film industry, recalling the period when Kashmir served as a preferred destination for filmmakers from across the country.
He said the revival of this connection could open new opportunities for local artists, filmmakers, technicians and young creative professionals while also strengthening Jammu and Kashmir’s position on the national cinematic map.
The Advisor stressed that Kashmir’s natural beauty, cultural richness and distinctive traditions provide a strong foundation for filmmaking. He said the region has immense potential to once again become a vibrant hub for film production, provided the necessary ecosystem and opportunities are created for the industry.
The first edition of IFFJK is being seen as an important step in that direction, bringing together filmmakers, actors, technicians, students, film enthusiasts and cultural practitioners from different parts of the country and abroad.
Wani underlined the wider significance of cinema as a means of cultural exchange and dialogue. He said films can help present the diverse stories, traditions and aspirations of Jammu and Kashmir to audiences beyond the region while creating avenues for collaboration between local and international creative communities.
The festival is also providing a platform for emerging filmmakers from Jammu and Kashmir to showcase their work and interact with established names from the film industry. Discussions, masterclasses and interactive sessions during the festival have focused on strengthening local talent, improving filmmaking skills and creating greater access to professional opportunities.
The Advisor said greater collaboration between the government, filmmakers, cultural institutions and private stakeholders would be essential for developing a sustainable film ecosystem in Jammu and Kashmir.
He also emphasised the potential economic benefits of a revived film industry, noting that filmmaking can generate employment for a wide range of professionals while contributing to hospitality, tourism, transport, handicrafts and other allied sectors.
The revival of Kashmir’s cinematic identity, he said, should therefore be viewed not merely as a return to the region’s past association with Bollywood but as an opportunity to build a modern and inclusive creative economy.
The IFFJK has provided a significant platform for initiating this renewed engagement, with the festival showcasing cinema while simultaneously celebrating the cultural and artistic heritage of Jammu and Kashmir.
Wani’s call has added momentum to the growing discussion around positioning the region as a preferred destination for filmmakers and creating an environment where local storytelling can flourish.
The renewed focus on cinema reflects a broader effort to present Jammu and Kashmir through its creativity, culture and talent, while reconnecting the Valley with an industry that has historically found inspiration in its landscapes and people.