Jammu and Kashmir Secures Eco-Tourism Hotspot Award at IITM, Recognized for Pioneering Sustainable Travel Practices and Commitment to Environmental Sustainability

Published on December 7, 2025

Jammu and Kashmir has been honored with the Eco-Tourism Hotspot Award at the India International Tourism Mart (IITM), marking a significant milestone in the region’s efforts to promote responsible and sustainable tourism. The recognition comes as a result of the region’s pioneering initiatives in eco-friendly travel practices, which focus on preserving its breathtaking landscapes while fostering tourism growth. This achievement underscores Jammu and Kashmir’s commitment to environmental sustainability, making it a leading example of how tourism can thrive while maintaining a harmonious balance with nature. The award highlights the region’s dedication to creating eco-conscious travel experiences, positioning it as a prime destination for responsible travelers.

The award serves as recognition of the Jammu and Kashmir Tourism Department’s persistent efforts to adopt and implement sustainable tourism strategies. These efforts focus on preserving the natural beauty and cultural heritage of the region while ensuring that tourism continues to thrive without compromising the environment. Over the past year, the department’s eco-tourism initiatives have gained traction both in India and internationally, with increasing recognition from key tourism markets.

Jammu and Kashmir has long been known for its scenic landscapes, majestic mountains, and rich cultural heritage. By integrating eco-tourism into its offerings, the region is tapping into a growing global interest in responsible travel. The department has worked diligently to promote eco-tourism as a way to provide visitors with memorable experiences while ensuring that natural resources and local communities are protected.

One of the key factors in Jammu and Kashmir’s success in eco-tourism is its diverse array of offerings. In addition to its natural beauty, the region has developed a strong reputation for adventure tourism. Activities like trekking, mountaineering, and wildlife safaris are popular with tourists seeking an adrenaline rush. The region’s winter sports offerings, particularly skiing in Gulmarg, also attract a growing number of adventure enthusiasts. The recognition of the region as an eco-tourism hotspot highlights its ability to offer these experiences in an environmentally sustainable manner, making it an attractive option for conscious travelers.

Beyond adventure tourism, Jammu and Kashmir has seen growing interest in its MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. The combination of modern infrastructure and spectacular natural surroundings makes it an ideal destination for corporate events and conferences. The serene landscapes provide a perfect escape from traditional business venues, allowing for a balance of work and leisure in a peaceful environment. This trend is reflected in the increasing number of conferences, exhibitions, and incentive programs being hosted in the region, each designed to bring business professionals into direct contact with the region’s unique beauty.

Another area where Jammu and Kashmir has carved a niche is wedding tourism. The region’s breathtaking settings, including houseboats on Dal Lake, palaces, and forts in Jammu, have made it a popular destination for destination weddings. Couples from across India and abroad are increasingly choosing Jammu and Kashmir as the location for their special day. The tourism department has worked to promote this sector by highlighting the region’s romantic settings, luxury accommodations, and rich cultural traditions, providing an unforgettable experience for couples and their guests.

During the IITM, the Jammu and Kashmir Tourism stall became a focal point for travel trade professionals and visitors alike. Many were particularly drawn to the region’s adventure, MICE, and wedding tourism offerings, which are continuing to evolve as the demand for these experiences grows. The stall offered insights into the sustainable travel options available in Jammu and Kashmir, such as eco-friendly accommodations, guided eco-tours, and activities that minimize environmental impact.

The event also facilitated numerous business-to-business (B2B) sessions, where the Jammu and Kashmir delegation engaged with tourism stakeholders from across India and internationally. These sessions focused on exploring new opportunities for growth and strengthening ties with key players in the tourism industry. Discussions emphasized the need for stronger coordination among stakeholders to further promote sustainable tourism and ensure that the benefits of tourism are equitably distributed.

In particular, the collaboration between Jammu and Kashmir Tourism and various national and international tourism bodies highlighted the importance of coordinated efforts to promote eco-tourism in the region. Representatives from organizations such as the Tour Operators Association of Telangana, FTCCI, UFTC, and SKAL International participated in these discussions, emphasizing the role of collaboration in shaping a more sustainable tourism future.

The award at IITM marks a significant milestone in Jammu and Kashmir’s journey toward becoming a leader in eco-tourism. As global travelers increasingly seek destinations that prioritize environmental sustainability, regions like Jammu and Kashmir are well-positioned to meet this demand. By continuing to promote eco-tourism, the region is ensuring that it not only remains a popular tourist destination but also a responsible one.

This recognition also highlights the growing importance of eco-friendly tourism practices in shaping the future of travel. The award serves as a reminder of the region’s commitment to balancing tourism growth with environmental stewardship. With a focus on sustainable tourism, Jammu and Kashmir is not only enhancing its appeal as a travel destination but also contributing to the broader global movement towards responsible and sustainable travel. As it continues to expand its eco-tourism offerings, Jammu and Kashmir is poised to attract even more travelers looking for authentic, nature-focused experiences.