The resurgence of interest in Kashmir as a filming destination, the reasons behind it, and the potential benefits for the local economy and the film industry as a whole.

Kashmir, the breathtakingly beautiful valley, has long been a favorite destination for both tourists and filmmakers. Its picturesque locations - Gulmarg, Pulwama, Sonamarg, Srinagar, and Pahalgam- have been the perfect backdrop for many iconic Bollywood movies. For decades, Indian directors have flocked to Kashmir to capture its stunning beauty on film, from romantic scenes to dramatic sequences. The valley's natural charm and allure have made it an ideal location for filmmakers to bring their vision to life. Kashmir's cinematic legacy continues to grow, with new movies still being shot in this stunning region, showcasing its beauty to the world. After a decades-long hiatus, Bollywood is once again embracing Kashmir as a filming destination, reviving a forgotten chapter in the region's cinematic history.
In the 1960s and 1970s, Kashmir was a favorite among filmmakers, with its picturesque landscapes and serene lakes serving as the backdrop for iconic films like "Kashmir Ki Kali" and "Betaab". Abdul Yatoo, a local entrepreneur and film enthusiast, fondly recalls a scene from “Mere Sanam”, where the lead actors drive through a picturesque landscape of poplar trees. For him, that image encapsulates the essence of Kashmir's beauty. "In the golden era of Bollywood, Kashmir was portrayed as a breathtakingly beautiful paradise. Films like Mere Sanam and Kashmir Ki Kali showcased stunning landscapes, our majestic gardens, and the vibrant culture, though some complain that Kashmiri characters were often reduced to stereotypes.”
Bashir Dada, a Kashmiri poet and actor, notes that Kashmir was visually represented as a symbol of peace and solace. "The Bollywood films of the pre-1990s era reduced Kashmir to a single dimension - its breathtaking beauty. This beauty was depicted as a pleasure trove for non-Kashmiri characters, leading to the exoticisation of the region.However, after the outbreak of Pak abetted insurgency in Kashmir, the narrative shifted dramatically. Very few filmmakers dared to venture into the beautiful vales. The Bollywood craving for scenic locales was fulfilled by foreign destinations like Switzerland, and even travel to these foreign locales became an easier option.
Those films that were still shot in Kashmir, were predicated on the Kashmir “Issue”. According to Amin Bhat, president of Adbi Markaz Kamraz, a prominent literary organisation, the portrayal of Kashmir and its people took a stark turn. The focus on beauty gave way to a negative depiction of both the land and its natives. Violence became a s pectacle in films like Roja, The Hero, and Mission Kashmir, linking it to the destruction of Kashmir's beauty. With the situation fast returning to normalcy- the security forces have reduced the levels of violence, Army has plugged all routes of infiltration, the government has executed schemes for employment, infrastructure, tourism development and connectivity- there is a return of Bollywood, too.
The tourism industry is experiencing a significant surge in visitors, with over 12.5 lakh tourists visiting Kashmir in 2024 alone. According to officials from the local tourism department, the current trend suggests that 2024 is on track to break all previous records, with a projected increase of 20% in tourist arrivals compared to the previous year. This upward trend is a testament to Kashmir's enduring appeal as a popular tourist destination, with its breathtaking natural beauty, rich cultural heritage, and improving infrastructure. As the region continues to attract more visitors, it is expected to have a positive impact on the local economy, with estimated revenues exceeding ₹1,200 crores (approximately $1.4 Billion USD) by the end of the year.
The Indian Army has leveraged its reach in mofussil areas to nurture hitherto fore inaccessible- and therefore hidden - destinations onto the tourist map, by actively promoting “Border Tourism”- in Uri, Gurez and other sectors. The J&K tourism department also opened up hidden gems across the region, selecting hundreds of destinations to promote film tourism. This initiative showcased the region's diverse landscapes, cultures, and traditions, attracting filmmakers and tourists alike. The excitement culminated in a grand event on film tourism at the G20 tourism working group meeting in Srinagar, where industry experts and stakeholders converged to explore new opportunities and collaborations.
It is not surprising therefore that a record-breaking 350 film crews also descended upon the region, marking a new era in film production. This surge in film tourism generated a whopping ₹150 crore (approximately $20 million USD) in revenue, boosting the local economy. Kashmir has attracted a diverse range of projects, from mainstream Hindi films like Shah Rukh Khan's Dunki and Karan Johar's Rocky Aur Rani Ki Prem Kahani, to even regional masterpieces in Punjabi, Urdu, Telugu, and Kannada. The region's film-friendly infrastructure and picturesque locations drew top filmmakers and actors, with over 500 days of shooting days logged in the past year alone.
Recently, Actor Emraan Hashmi was shooting in Old Town Baramulla, and even urged young voters to exercise their franchise in the parliamentary elections that turned out to be very peaceful. Emraan Hashmi was filming his upcoming movie, 'Ground Zero'. The film, directed by Tejas Vijay Deoskar, also features Sai Tamhankar and Mukesh Tiwari. Despite rumors of a stone-pelting incident in Pahalgam, Emraan clarified on social media that the reports were false and that the people of Kashmir have been very welcoming and warm. He expressed his joy and appreciation for shooting in Baramulla and fans in Baramulla have been excitedly sharing images and videos of Emraan on set, dressed in an army uniform.
The advantages of movie shootings in Kashmir are numerous and beneficial for both filmmakers and the local community. For filmmakers, Kashmir offers a diverse range of locations, from majestic mountains to serene lakes and lush valleys, providing a unique and stunning backdrop for their films. Additionally, the cost of production is relatively low, making it a cost-effective destination for filmmakers. The government also offers subsidies and incentives, further sweetening the deal. Moreover, Kashmir's rich cultural heritage and unique storytelling opportunities make it an attractive destination for filmmakers looking to tell diverse stories. The region's complex history, politics, and culture offer a wealth of material for filmmakers to explore. By shooting in Kashmir, filmmakers can also promote the region's culture and heritage, showcasing its beauty and talent to a global audience.
Recently, there has been a renewed interest in Kashmir as a filming destination, with top Bollywood filmmakers and production houses descending upon the valley. The Jammu and Kashmir government's efforts to promote the region as a filming destination, including offering subsidies and incentives, have contributed to this resurgence. The new Film Policy has even attracted international attention. A British-Indian collaboration, "A Million Dollar Tourist" aims to revive Kashmir's status as a premier tourist destination, was shot at Anantnag. British actor Kary Shaw loves filming in Kashmir, calling it "safe and brilliant". The scriptwriter wants to showcase Kashmir's beauty through European and Bollywood talent collaboration. The director praised South Kashmir's suitability, citing stunning locations and warm hospitality. Permissions were obtained in just 2-3 days, thanks to the new policy.
Another Box office favourite, Rohit Shetty, said, "It's a dream come true to shoot in Kashmir. The beauty of Kashmir is unmatched, and we're excited to showcase it to the world once again." Rohit Shetty, is the director of the upcoming film "Singham Again", which is currently being filmed in the valley, and boasts of a star-studded cast. Local talented actress, Farhana Bhat, took to social media to praise the team. Bollywood has a powerful influence on tourism. The picturesque settings showcased in films often pique the interest of viewers, compelling them to visit the locations featured on screen. By filming in Kashmir, Bollywood can help rejuvenate the region’s tourism industry, which has faced challenges due to political instability. An increase in tourism can lead to sustainable economic growth, benefiting local communities and promoting a more positive narrative about Kashmir.
The intersection of Bollywood and Kashmir also provides a platform for cultural exchange and greater representation. By collaborating with local filmmakers, artists, and technicians, Bollywood can ensure a more authentic depiction of Kashmiri life and culture. This not only enriches the storytelling but also allows Kashmiri artists to gain national and international recognition, fostering a sense of pride and cultural identity. Kashmiri actor Mureen Shahmiri’s experience highlights the growing opportunities for local talent, as filmmakers seek to authentically represent the region’s stories.
Media portrayal significantly influences public perception. Bollywood's renewed focus on Kashmir can help shift narratives towards a more positive and balanced view of the region. Highlighting Kashmir's natural beauty, cultural richness, and the warmth of its people can counterbalance the often-negative coverage associated with conflict and unrest. This can play a pivotal role in changing how the rest of the country and the world view Kashmir, fostering a sense of unity and understanding.
The return of Bollywood to Kashmir is more than just a nostalgic revival; it is a strategic move that promises economic upliftment, cultural enrichment, and positive representation for the region. For Bollywood, it means access to stunning locales and authentic stories that resonate with audiences. For Kashmiris, it heralds new opportunities for economic growth, cultural exchange, and a platform for their stories to be told. As long as this collaboration is handled with care and mutual respect, it stands to be a mutually beneficial endeavor, showcasing the true beauty and potential of Kashmir to the world. As Dr. Syed Nazir, a film historian and critic, aptly states, "Bollywood's return to Kashmir is a significant development for the region's film industry. It's a chance for Kashmiri talent to shine and for the region's stories to be told on the big screen once again.