Jammu and Kashmir showcased its rich cultural heritage, traditional craftsmanship, local products and emerging tourism destinations at Bharat Parv in Ekta Nagar, Gujarat, attracting attention from visitors and dignitaries, including Prime Minister Narendra Modi, who visited the Jammu and Kashmir Pavilion.
The participation of the J&K Tourism Department and Jammu and Kashmir Tourism Development Corporation (JKTDC) provided an opportunity to present the Union Territory’s diverse cultural identity, handicrafts, handloom traditions and tourism potential on a national platform.
The initiative was undertaken under the guidance of Secretary Tourism, J&K, Avny Lavasa (IAS), and Managing Director, JKTDC, Akriti Sagar (IAS), with a focus on promoting local products, supporting artisans and introducing visitors to lesser-known tourist destinations.
During his visit to the pavilion, Prime Minister Narendra Modi was briefed about the theme and exhibits by Dr. Vikas Gupta, Director Tourism, Jammu. He explained the traditional crafts, locally produced items and tourism attractions displayed at the stall.
The Prime Minister showed keen interest in the One District One Product (ODOP) initiative and enquired about several distinctive products from Jammu and Kashmir. These included Basohli paintings, Sulai honey, garlic and Rajma from Jammu, along with walnuts, saffron, Pashmina and Kani shawls from Kashmir. The pavilion also featured a range of traditional handicrafts and handloom products representing the region’s artistic legacy.
A major attraction was the live demonstration of Sozni embroidery by renowned artisan Gulab Gilani. Visitors had the opportunity to observe the intricate techniques involved in this traditional craft, which requires considerable patience, precision and skill. The demonstration highlighted the dedication of local artisans in preserving a centuries-old artistic tradition.
The cultural presentation was further enriched by a live Santoor performance by Kashmir’s Younis Majid. The traditional musical performance brought the region’s artistic heritage to the forefront and offered visitors a glimpse of Kashmir’s distinctive musical traditions.
Apart from handicrafts and cultural performances, the pavilion placed considerable emphasis on promoting emerging and offbeat tourism destinations across Jammu and Kashmir. Locations such as Patnitop, Bhaderwah, Basohli-Sarthal, Panchari, the seven lakes of Rajouri and Poonch were showcased for their natural beauty, adventure opportunities and local cultural experiences.
Tourist destinations including Gurez Valley, Bangus and Yousmarg also received attention, highlighting the potential of these locations for nature-based tourism, adventure activities and experiential travel.
The focus on lesser-known destinations reflects the broader effort to diversify tourism beyond established circuits and encourage visitors to explore different parts of the Union Territory. Promoting these locations can also create opportunities for local communities, generate employment and support businesses associated with tourism, including accommodation, transport, handicrafts and hospitality.
