*Advisor to CM inaugurates J&K Pavilion
Excelsior Correspondent
Madrid, Spain, Jan 25: The five-day 46th edition of the International Tourism Fair (FITUR) 2026, organised by IFEMA MADRID and held from 21 to 25 January in Madrid, concluded successfully, reaffirming its position as one of the world’s leading global tourism platforms.
FITUR 2026 witnessed participation from over 160 countries, bringing together tourism ministries, destination management organisations, tour operators, and industry leaders on a single platform for policy dialogue, business networking, and destination promotion.
The dedicated Jammu & Kashmir Pavilion, was formally inaugurated by Nasir Aslam Wani, Advisor to the Chief Minister, Jammu & Kashmir, alongside Gyan Bhushan, Senior Economic Adviser, Ministry of Tourism, Government of India, and other officers of Ministry of Tourism marking a strong and impactful presence of J&K at the prestigious international tourism fair.
The Jammu & Kashmir Pavilion emerged as one of the major attractions of FITUR 2026, with Virtual Reality (VR) technology taking centre stage. Through immersive VR experiences, visitors were virtually transported to the valleys, countryside, cultural spaces, and culinary traditions of Jammu & Kashmir, offering global partners a first-hand digital experience of the region’s scenic beauty and tourism diversity. The innovative presentation effectively showcased a wide range of tourism products including nature-based tourism, rural tourism, adventure tourism, and cultural experiences.
The pavilion also highlighted the rich art and craft heritage of Jammu & Kashmir, with special focus on Kashmir’s papier-mâché craft, Calico printing on sarees, bed sheets and cushion covers from Samba, traditional Kashmiri embroidery, and the world-famous Basohli paintings. Ushers dressed in traditional Kashmiri pherans and Calico-printed sarees added a vibrant cultural ambience to the pavilion, drawing significant attention from international visitors and media.
Senior officers including Aijaz Qaiser, Joint Director Tourism, Jammu, and Waseem Raja, Joint Director Tourism, Kashmir, represented the Union Territory and held extensive interactions with international tour operators, travel companies, and tourism boards to promote Jammu & Kashmir as a preferred global tourism destination, with emphasis on adventure tourism, eco-tourism, heritage tourism, and sustainable travel initiatives.
On the sidelines of FITUR 2026, the Tourism Department, Jammu & Kashmir, hosted a High Tea networking event for global tour and travel operators, presided by he Advisor to Honble chief minister which was attended, among others, by the High Commissioner of India to Spain, Shri Jayant Khobragade, IFS, providing an important platform for strengthening international tourism collaborations and business partnerships.
The Jammu & Kashmir Pavilion witnessed enthusiastic footfall throughout the five days, supported by a dedicated team of tourism officials and stakeholders from the Union Territory, reflecting strong global interest in the destination.
Participation in FITUR 2026 has provided Jammu & Kashmir with significant international exposure, strengthened global tourism linkages, and contributed towards positioning the Union Territory prominently on the world tourism map as a safe, vibrant, culturally rich, and experience-driven destination.
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