Jammu and Kashmir Chief Minister Omar Abdullah celebrated the Union Territory’s enduring allure as the “original symbol of natural beauty” during his address at HDFC Bank’s annual function at the Sher-i-Kashmir International Conference Centre on Friday evening. Contrasting J&K’s historic charm with regions relying on modern tourism slogans, Abdullah invoked Kashmir’s centuries-old moniker, “Heaven on Earth,” etched on the Red Fort’s walls, to underscore its legacy.

Encouraging delegates to venture beyond Srinagar, Abdullah emphasized sustainable tourism, stating, “Our success lies not in bringing you here once, but in ensuring you return with family and friends.” He highlighted untapped destinations like Yusmarg and Doodhpathri, urging visitors to experience the region’s serene landscapes and vibrant culture, which include alpine meadows, ancient shrines, and adventure trails like the Amarnath Yatra.

Abdullah also praised HDFC Bank’s role in J&K’s economic growth, noting its 124 branches and extensive ATM network across urban and remote areas. The bank’s services, from deposits to priority sector financing, reflect its commitment to the region’s development. “HDFC’s presence here reaffirms faith in J&K’s potential,” he said, expressing gratitude for choosing Srinagar for the event.

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The function, attended by bank officials and local leaders, showcased J&K’s growing appeal as a venue for high-profile gatherings, with 2024 seeing a 23% rise in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Abdullah’s call aligns with J&K’s tourism boom, recording 1.8 crore visitors in 2024, driven by improved infrastructure and peace initiatives post-Article 370 abrogation. As J&K balances tourism with economic partnerships, Abdullah’s vision aims to cement its status as a global destination.

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