PHDCCI Advocates for Film Tourism and Investment in Jammu and Kashmir

Leh, India Jul 22, 2026 ALN: A delegation of the PHD Chamber of Commerce and Industry (PHDCCI) met Lieutenant Governor Manoj Sinha at Raj Bhavan and discussed measures to position Jammu and Kashmir as a global destination for film tourism, the creative economy, and investments.

The delegation was led by PHDCCI Secretary General Dr. Ranjeet Mehta. It comprised A.P. Vicky Shaw, Chairman (Kashmir), Vikas Khanduri, Co-Chair, International Affairs Committee (Europe & CIS/Eurasia), and Iqbal Fayaz Jan, Deputy Director, PHDCCI.

During the meeting, the delegation outlined strategies for promoting Jammu and Kashmir as a preferred destination for international film productions and creative industries by capitalising on the Union Territory's scenic landscapes, rich cultural heritage, and improving the business ecosystem.

The discussions also focused on expanding domestic and foreign investment opportunities across key sectors through stronger institutional partnerships and enhanced engagement with global investors.

Dr. Mehta said Jammu and Kashmir has the potential to emerge as a leading hub for the creative economy and investment, adding that closer collaboration between the government and industry would open new avenues for entrepreneurship, employment generation, and sustainable economic growth.

The delegation also appreciated the initiatives taken by the Lieutenant Governor-led administration to strengthen peace, improve infrastructure, and create a conducive environment for tourism, business, and investment. These measures, it said, have enhanced investor confidence and contributed to the Union Territory's economic transformation.

The Lieutenant Governor welcomed PHDCCI's initiatives and assured the delegation of the administration's full support in fostering collaborations that promote investment, tourism, and the creative economy in Jammu and Kashmir.

The focus on film tourism in Jammu and Kashmir is particularly significant given the region's stunning natural beauty, which has long been a draw for filmmakers. The picturesque landscapes, including the lush valleys, snow-capped mountains, and serene lakes, provide an ideal backdrop for various film genres. Historically, the region has hosted numerous film shoots, and the PHDCCI's efforts aim to revitalize this trend by creating a structured approach to attract filmmakers.

Film tourism not only has the potential to boost the local economy but also helps in promoting the cultural heritage of Jammu and Kashmir on a global platform. By showcasing its unique traditions, art forms, and local stories through cinema, the region can enhance its visibility and cultural appeal to both domestic and international audiences.

In addition to the scenic landscapes, the region's rich cultural heritage, which includes traditional crafts, music, dance, and cuisine, can be leveraged to create a holistic tourism experience. The PHDCCI's advocacy for film tourism aligns with broader trends in the global tourism industry, where experiential travel is increasingly popular. Tourists today seek authentic experiences that connect them with local cultures, and film tourism can provide just that.

Moreover, the emphasis on improving the business ecosystem is crucial for attracting investments. A conducive environment for business involves not just physical infrastructure like roads and hotels, but also regulatory frameworks that support ease of doing business. Streamlining processes for obtaining permits for film shoots, providing incentives for filmmakers, and ensuring adequate support services are essential steps that can encourage more productions to choose Jammu and Kashmir as their filming location.

The PHDCCI's initiative also highlights the importance of fostering partnerships between the government and private sector. Such collaborations can lead to innovative solutions and shared resources that benefit both parties. For example, public-private partnerships could be established to develop film studios, training programs for local talent, and marketing campaigns to promote the region as a film destination.

Investment in the creative economy can lead to job creation in various sectors, including hospitality, transportation, and local crafts. As more film crews arrive, there will be increased demand for local services, which can significantly boost the livelihoods of residents. Additionally, training and skill development programs can be initiated to equip the local population with the necessary skills to work in the film and tourism sectors, further enhancing employment opportunities.

Furthermore, the ongoing peace and stability initiatives in Jammu and Kashmir are vital for creating an attractive investment climate. The PHDCCI delegation's acknowledgment of the administration's efforts to foster peace is a positive sign that the region is moving towards a more stable socio-economic environment. Investors are more likely to commit resources in regions where they perceive a low risk of conflict and a supportive government.

As the global film industry continues to grow, regions that actively promote themselves as film-friendly destinations stand to benefit significantly. The PHDCCI's proactive approach in this regard could place Jammu and Kashmir on the map as a sought-after location for filmmakers, thereby enhancing its economic prospects.

The Lieutenant Governor's commitment to support these initiatives is a crucial element in this endeavor. His assurance of full backing from the administration signals a readiness to engage with the industry to create a framework that supports both tourism and investment in the creative sectors. This collaboration could lead to the development of targeted marketing strategies, financial incentives for filmmakers, and the establishment of film festivals that showcase local talent and attract international attention.

In conclusion, the discussions between the PHDCCI delegation and the Lieutenant Governor are a significant step towards realizing the potential of Jammu and Kashmir as a hub for film tourism and the creative economy. By leveraging its natural beauty, cultural richness, and improving the investment landscape, the region can attract filmmakers and investors alike, ultimately leading to economic growth and enhanced employment opportunities for its residents.