After a prolonged lull following the Pahalgam attack in April, Kashmir is witnessing a resurgence in film and cultural activities, a development bringing renewed optimism among tourism stakeholders who see it as a positive sign for the valley’s tourism revival.
A South Indian film unit is currently shooting in the picturesque resort of Pahalgam in south Kashmir, marking a significant comeback of film crews to the region. Just last month, Bollywood singer Sonu Nigam captivated audiences with a live concert on the banks of Dal Lake at the Sher-i-Kashmir International Conference Centre (SKICC).
Adding to the vibrant atmosphere, the Kashmir World Film Festival (KWFF) , a seven-day cinematic event at Tagore Hall , has drawn prominent industry names including Raza Murad, Shishir Sharma, Jayati Bhatia, Mir Sarwar, Rajit Kapur, and Lalit Parimoo. The festival, which began on November 1, will conclude on November 7. Bollywood actor Sunil Shetty also visited the valley recently to participate in Marathon 2.0 held on November 2.
Mushtaq Chaya, president of the Jammu and Kashmir Hoteliers Association (JKHA), termed the recent developments as “a welcome change.”
“We wholeheartedly welcome such events. Their presence will not only boost film culture in Kashmir but also give a strong push to the tourism industry,” he told Rising Kashmir.
Echoing similar sentiments, Irshad Ahmad Hazari, a local film line producer and owner of Euphoria Travel Services, said the return of Bollywood is a much-needed boost.
“Sunil Shetty’s visit and his appeal to people to visit Kashmir sends a powerful message that the valley is safe and open. He is also urging other filmmakers to explore Kashmir for their projects. It will generate employment for hundreds involved in the process,” Hazari said.
Mushtaaque Ali Ahmad Khan, director of the KWFF, said the festival aims to rekindle the long-standing bond between Bollywood and Kashmir.
“Our goal is to bring Bollywood back and revive that decades-old connection. When film teams visit, they use local facilities like hotels, cabs, and other services , naturally giving a boost to tourism,” Khan said.
Manzoor Ahmad Pakhtoon, chairman of the All Kashmir Houseboat Owners Association (AKHBOA), added that cultural engagements mark a turning point.
“Film shootings and celebrity visits signal a positive shift. It’s a step toward reviving tourism and will benefit all stakeholders,” he said, while noting that consistent efforts are still needed to sustain this revival.
In addition to film shoots and festivals, several celebrities have visited the valley in recent weeks. Film lyricist Sameer Anjaan attended a program at Kashmir University, actor Mukesh Rishi visited the J&K Assembly, and Raj Babbar is also in Srinagar, further fueling optimism among tourism players.
With the onset of winter, many stakeholders hope tourist inflow to destinations like Gulmarg will pick up if early snowfall occurs.
A senior official from the J&K Tourism Department said the administration is working tirelessly to sustain this positive trend. “These events are encouraging signs. We are committed to promoting film and cultural tourism and are confident of doing even better in the days ahead,” the official said.
