Kashmir, often described as heaven on earth, has always enchanted poets, travelers and artists with its pristine beauty. Snow clad mountains, shimmering lakes, lush pine forests and wide meadows give the valley a dreamlike charm. Among the many ways it has captured the imagination of people, cinema stands out as one of the most influential. Film tourism, where audiences visit places they see on screen, has become a significant force in shaping perceptions of Kashmir while also contributing to its cultural revival and economic progress. The bond between Kashmir and cinema goes back decades, making the valley an iconic backdrop for love, drama and adventure.
During the 1960s and 1970s, Kashmir entered what is remembered as its golden cinematic age. Bollywood filmmakers discovered the valley as an unmatched setting for romance and introduced its beauty to millions of viewers. Movies like Kashmir Ki Kali, Jab Jab Phool Khile, Bobby and later Silsila turned Dal Lake, Mughal Gardens, Shikara rides and Gulmarg’s slopes into timeless images of love and serenity. These films did not merely tell stories; they created an irresistible invitation for tourists who wanted to relive the magic of cinema in real life. Honeymooners and travelers were drawn in large numbers, houseboats thrived, handicrafts gained recognition and Kashmir’s charm became inseparable from Indian popular culture. For a generation, cinema acted as free promotion for the valley’s natural beauty, strengthening its place in the hearts of people across the world.
The 1990s brought an unfortunate silence to the valley’s cinematic journey. Disturbances in the region discouraged filmmakers, who instead shifted to destinations like Himachal Pradesh, Uttarakhand and Switzerland to recreate Kashmir’s charm. The absence of film crews meant fewer visitors, and this decline affected local businesses, from hotels and transport to handicrafts and traditional artisans. Yet this pause did not erase Kashmir’s image from collective memory. For many, the valley remained a paradise associated with cinematic nostalgia, waiting for its story to be retold on screen. In the last decade, with improved conditions and renewed efforts, that revival has begun. Films like Rockstar, Highway and Haider, along with web series and regional cinema, once again brought the beauty of Kashmir before global audiences, especially through digital platforms. This resurgence of cinema has not only restored the valley’s presence in storytelling but has also begun to regenerate the tourism economy.
The impact of this revival goes far beyond screens. Every film shot in Kashmir generates opportunities for local communities. Hotels, transport services, craftsmen and vendors benefit when film crews arrive and the same locations later attract tourists eager to walk in the footsteps of their favorite stars. Places like Betaab Valley, Dal Lake and Gulmarg continue to draw visitors inspired by what they have seen on screen. This creates a ripple effect of employment and entrepreneurship, while also offering social benefits. The return of film culture gives the local population confidence that their heritage and traditions can coexist with modern forms of artistic expression. Cinema also serves as cultural diplomacy, presenting Kashmir not only as a land of beauty but also of hospitality, resilience and creativity. The rise of Kashmiri artists in national cinema and music, such as those behind the song Saiyara, reflects how local talent can be celebrated on global stages, ensuring that film tourism is not just about outside perceptions but also about voices from within the valley.
Recognizing this potential, the government has introduced the Jammu and Kashmir Film Policy 2021, which offers subsidies, tax benefits and simplified permissions to attract filmmakers. Old cinema halls are being restored, festivals are being organized and new scenic spots are being mapped to highlight the valley’s cultural depth. These steps are aimed at building a sustainable film industry in Kashmir rather than only using it as a scenic backdrop. However, there are challenges that must be addressed carefully. Infrastructure gaps, environmental concerns and the risks of over tourism threaten to damage fragile ecosystems like Dal Lake. A thoughtful balance is required, one that welcomes creative exploration while preserving the valley’s cultural and natural heritage. Film tourism in Kashmir is not only about breathtaking visuals, it is also about identity, pride and revival. Each story filmed here has the power to bridge divides, open economic opportunities and showcase a land where art, culture and nature flourish together. If nurtured responsibly, Kashmir can once again emerge as a global hub for cinema, where the world comes not just to watch films but to experience the living poetry of its landscapes and people.
