The decision to host the first International Film Festival of Jammu and Kashmir from September 7 to 11 is a welcome and powerful step, but it must be treated as more than a ceremonial cultural event. It is an opportunity to restore Jammu and Kashmir’s historic relationship with cinema, strengthen tourism, attract filmmakers and project a confident image of peace, creativity and openness before the world. If planned with seriousness, this festival can become a turning point in the Union Territory’s cultural and tourism journey.
Jammu and Kashmir has always lived in the imagination of Indian cinema. Its mountains, lakes, gardens, valleys and cultural warmth once made it one of Bollywood’s most loved destinations. For decades, Kashmir was not just a location. It was an emotion on screen. However, the years of militancy weakened this bond and forced filmmakers to shift towards other destinations. Though some films have again been shot in the Valley in recent years, the return has not yet matched the region’s true potential. The proposed International Film Festival can help rebuild that lost connection with force and dignity. The involvement of the National Film Development Corporation is important because an event of this level needs professional planning, technical standards, strong curation and industry credibility. The Government’s proposed MoU with NFDC must ensure that the festival is not reduced to a guest-list event. It should become a serious platform for films, filmmakers, local talent, tourism promotion, creative business and cultural dialogue. The plan to hold the inaugural and concluding functions at SKICC Srinagar and screen films at major tourist destinations such as Gulmarg, Pahalgam, Sonamarg, Bhaderwah and Jammu can give the festival a wider identity. This multi-location approach can showcase the diversity of Jammu and Kashmir and promote destinations beyond the usual circuits. But such planning must be backed by strong logistics, proper venues, visitor facilities, professional screening arrangements and flawless coordination. The expected participation of top Bollywood and Hollywood personalities will certainly bring attention, but attention alone is not enough. Jammu and Kashmir must use this moment to attract producers, directors, location scouts, event managers, investors, artists and technicians. The festival should open doors for film shooting, training programmes, regional cinema, documentaries, youth participation and creative entrepreneurship. It must benefit not only big names but also local talent and the local economy. Cinema is a powerful instrument of soft power. It shapes perceptions, builds emotional connections and carries images of places across the world. For Jammu and Kashmir, this festival can send a strong message that the region is ready for global cultural engagement. It can project peace, normalcy and confidence without loud claims. A well-organized international film festival can do what routine publicity often cannot. It can make the world see Jammu and Kashmir through culture, beauty and creativity. The timing of the event, shortly after the conclusion of the Shri Amarnath Ji Yatra, also has significance. The yatra is expected to bring large numbers of pilgrims, and the film festival can help sustain visitor momentum in the weeks that follow. Improved connectivity, including Vande Bharat trains between Jammu and Srinagar, has further strengthened the tourism environment. The Government must use this advantage carefully and build a complete visitor experience around the festival. However, the success of the event will depend on execution. The estimated expenditure of Rs 20.75 crore must be justified through clear outcomes. The festival should generate tourism promotion, local employment, film industry engagement, destination branding and future shooting opportunities. Public money must create public value. A one-time show will not be enough. Jammu and Kashmir needs a film festival that can grow into an annual institution of national and international reputation. Local participation must remain central. Jammu and Kashmir has its own stories, languages, music, landscapes and cultural traditions. Regional filmmakers, students, writers, theatre artists and documentary makers should be given meaningful space. If the festival only brings outside glamour and ignores local creative voices, it will miss its deeper purpose.
The first International Film Festival of Jammu and Kashmir is a strong beginning. Now the Government must act with vision, discipline and professionalism. Bring cinema back, but bring it back with substance. Promote tourism, but create lasting value. Invite celebrities, but also empower local talent. Jammu and Kashmir has the beauty, history and emotional power to become a global cinematic destination.