Increasing Film Tourism in Jammu and Kashmir

By Mohammad Hanief

Jammu and Kashmir, with its breathtaking beauty and incredible landscape that is dotted with meadows, valleys, high altitude passes, dense forests of pine and conifer, lakes, apple orchards, snow capped peaks of Pir Panjal Ranges, provides just the perfect background for shooting a film and no wonder then, that it is highly soughtafter. Several movies have been shot in this beautiful region, with film tourism in Jammu and Kashmir remaining as popular as ever.

Jammu and Kashmir has built a legendary association with Indian and International Film Industry as an ideal destination for film shooting and other associated activities.

Kashmir has always been a highly sought after film location in India, and has always attracted film makers, producers, directors and actors. Bollywood’s love affair with Kashmir began from the 1960’s, when several movies like Himalaya Ki God Mein, Jab Jab Phool Khile, Kashmiri ki Kali and Janwar were some of the popular films shot in Jammu and Kashmir. Not only did the pristine alpine location play a large role in contributing to their success, but also increased Kashmir’s popularity as a shooting location.

The valley is considered to be a fitting backdrop for romantic movies. Many romantic Bollywood flicks have been shot in valley among which Kashmir Ki Kali, Jungle, Jab Jab Phool Khile, Kabhi Kabhi, Bobby, Silsila are famous ones. Recently movies like Jab Tak Hain Jaan, Ye Jawani Hain Deewani, Rockstar, Highway, Haider, Bhajrangi Baijaan have also been shot in Kashmir.

Who can forget “Betaab Valley ” of Pahalgam in romantic songs of movie “Betaab” or world famous Dal lake in “chand sa roshan chehra” of “Kashmir ki kali.” The song ‘Jiya Re’ of “Jab tak hain jaan” saw Anuskha Sharma dancing on a shikara, in the middle of the Dal Lake. The “madno” song of movie “lamhaa” was shot at various Mughal gardens in Srinagar. One of the recent Abhishek Kapoor directed movies, fitoor was shot in Nishat garden and banks of Dal lake.

Not only as a beautiful backdrop, Bollywood has, from time to time, made movies about Kashmir. Roja, Dilse, lamhaa, Tahaan, Mission Kashmir, Sikander are few movies where Kashmir was treated as a subject. Bajrangi Bhaijaan, the Salman Khan-Kareena Kapoor starrer movie, was shot in certain notable locations of Kashmir, one of them being Sonmarg. Sonmarg is a hill station in the Ganderbal district of Jammu and Kashmir. This beautiful hill station lies amidst the majestic Himalyan Ranges and is thus, extremely scenic.

Not only is it good for the movie, but also spreads its popularity as a lovely tourist destination among tourists and travellers. Jammu and Kashmir was the most preferred among the other film tourism destinations in the past few decades, and even today, continues to remain a favourite, attracting filmmakers from all over India and across the globe.

The trend of shooting movies in Jammu and Kashmir continued well into the 1970’s and 1980’s too, with its splendid location and locales continuing to cast their magic spell on the audiences. But it was not just national, but also international filmmakers who were attracted to it. Two international movies, The Razor’s Edge in 1983, and The Climb in 1986, were shot in two different locations in Kashmir Valley.

Although the entire region of Jammu and Kashmir is blessed with breathtaking beauty, there are some places which stand out from the others, making them the best locations for film shooting in Jammu and Kashmir and among them are Sonmarg, Doodhpathri, Dal Lake, Aru Valley, Pahalgam, Nishat Bagh, Gulmarg etc.

Film tourism has emerged as a powerful tool for economic development and cultural exchange, and nowhere is this potential more evident than in Jammu and Kashmir. The region’s unparalleled natural beauty, combined with its rich cultural heritage, makes it an ideal location for film productions. This was the central theme of discussion at the recent Jammu and Kashmir Tourism Development Conclave, held at the Sher-e-Kashmir International Convention Centre (SKICC) last month. Bollywood filmmakers and local stakeholders gathered to explore the economic impacts and opportunities presented by film tourism in the region.

Jammu and Kashmir, often referred to as “Paradise on Earth,” boasts some of the most breathtaking landscapes in the world. From the snow-capped peaks of the Himalayas to the serene Dal Lake and lush valleys, the region’s natural beauty provides an idyllic backdrop for filmmakers. This scenic splendor, coupled with the UT’s unique cultural tapestry, makes Jammu and Kashmir an attractive destination for film producers seeking exotic and picturesque locations. 

First and foremost, film productions generate direct revenue through the hiring of local talent, the use of local services, and the payment of location fees. This immediate influx of money can have a significant positive impact on local businesses and communities. Furthermore, films shot in specific locations often attract tourists who wish to visit the places they have seen on screen. For a region like Jammu and Kashmir, which is keen to develop its tourism sector, the potential for increased visitor numbers due to film tourism is substantial. 

Jammu and Kashmir Film Policy, which has streamlined the process for obtaining film shooting permissions. Since its launch, over 350 shooting permissions have been granted, reflecting the growing interest of filmmakers in the region. One of the significant steps taken under the new policy is the establishment of a Single Window System. This system simplifies the bureaucratic process, making it easier for filmmakers to get the necessary approvals. By reducing red tape, the government aims to make Jammu and Kashmir a more attractive and accessible destination for film productions. 

Local stakeholders play a crucial role in supporting film productions. From providing accommodation and catering services to offering logistical support and transportation, the involvement of local businesses is essential. Moreover, employing local talent as cast and crew members not only provides job opportunities but also helps in building a skilled workforce in the region. Community engagement is another critical aspect. For film tourism to be sustainable, it must be welcomed and supported by the local population. 

Ensuring that local communities are involved in the decision-making process and that they benefit directly from film tourism can help foster a positive environment for filmmakers. While the potential benefits of film tourism in Jammu and Kashmir are significant, there are also challenges that need to be addressed. 

By leveraging its natural beauty and cultural richness, Jammu and Kashmir can position itself as a premier destination for film productions. Collaboration is the key to success. The government, film industry, local businesses, and communities must work together to create a conducive environment for film tourism. By addressing the challenges and maximizing the opportunities, Jammu and Kashmir can unlock the full potential of film tourism and reap its economic and cultural benefits.

Film tourism in Jammu and Kashmir holds immense promise. The region’s stunning landscapes and rich cultural heritage make it an ideal location for filmmakers, while the economic benefits of film tourism can drive growth and development. By fostering a supportive environment, addressing challenges, and promoting sustainable practices, Jammu and Kashmir can emerge as a leading destination for film tourism, benefiting both the local economy and the broader cultural landscape.

The author can be mailed at [email protected] – X (Twitter): @haniefmha

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