Omar Abdullah Urges South Indian Cinema to Spotlight J&K’s Scenic Beauty to Boost Tourism
Omar Abdullah Advocates South Indian Cinema as Catalyst for Boosting J&K Tourism
New Delhi, Dec 22: Jammu and Kashmir Chief Minister Omar Abdullah has emphasized leveraging the burgeoning South Indian film industry to promote the region’s unparalleled natural beauty. In a strategic move to invigorate tourism, Abdullah underscored the importance of engaging with filmmakers from South India, which he acknowledged has been overlooked in previous promotional efforts.
“South Indian cinema is where substantial budgets lie, often reaching Rs 300-400 crore. Unfortunately, due to either arrogance or ignorance, we have consciously ignored this sector. Now is the time to correct that oversight,” Abdullah stated in a recent interview with a news agency.
Highlighting the symbiotic relationship between cinema and tourism, the Chief Minister pointed out that Bollywood historically played a pivotal role in making Kashmir a beloved honeymoon destination. He expressed optimism that showcasing Kashmir’s scenic splendor in South Indian films could replicate this success while expanding the region’s appeal to South Indian audiences, a demographic that has not traditionally frequented the Valley.
The South Indian film industry, encompassing Tamil, Telugu, Malayalam, and Kannada cinema, has emerged as a powerhouse in the Indian entertainment sector. A 2022 Confederation of Indian Industry (CII) report pegged its valuation at Rs 74,900 crore, accounting for 35% of the country’s media and entertainment market. Notably, Tollywood, the Telugu-language film industry, surpassed Bollywood’s box office revenue last year, earning $212 million compared to Bollywood’s $197 million, according to Ormax Media.
Abdullah also highlighted the potential of Jammu and Kashmir as a prime filming destination for films, video albums, and destination weddings. He stated that high-budget video albums, with ample preparation time, could further showcase the region’s natural beauty, drawing filmmakers and tourists alike.
Beyond films, Abdullah revealed that plans are underway to identify and develop new destinations within Kashmir. “We’ve formulated a proposal and are exploring funding opportunities through multilateral agencies to support these initiatives,” he added.
By targeting the thriving South Indian cinema market and diversifying the region’s appeal as a filming and event location, Abdullah aims to rejuvenate Jammu and Kashmir’s tourism industry, spotlighting its natural beauty on a national and international stage.
