Huma Qureshi kicks off J&K Govt’s celebrity outreach for tourism revival

The Jammu and Kashmir government has said that as part of a broader initiative led by the Directorate of Tourism, Jammu, a series of celebrity visits across Jammu have been launched to show solidarity with the armed forces and civilians besides inspiring revival of tourism in the region.

A spokesperson said the first in this initiative is the visit of renowned Bollywood actress Huma Qureshi, who is in Jammu to extend her support and amplify the message of peace, resilience and hope.

During her visit, Qureshi engaged in an exclusive interaction with the stakeholders from the Jammu and Katra Hotel and Restaurant Associations.

Officials said the stakeholders appealed to her to promote the scenic beauty, hospitality and cultural richness of Jammu through word-of-mouth and her public platforms. “They emphasised that celebrity endorsements can play a vital role in rebuilding tourist confidence and encouraging footfall in the region,” the spokesperson said.

The actress also visited the family of late Raj Kumar Thapa, Additional District Development Commissioner (ADDC) Rajouri, who tragically lost his life in a recent attack. She offered her heartfelt condolences to the bereaved family and paid tribute to his sacrifice for the nation.

On Wednesday evening, a cultural programme was organised at the Indo-Pak border, Suchetgarh, symbolising unity and national pride.

The event showcased local cultural performances and featured a touching interaction with Army jawans, BSF jawans and affected families aimed at honouring the brave soldiers and showing solidarity with affected families, the spokesperson noted.

Qureshi expressed gratitude for the warm reception and vowed to inspire more celebrities and artists to visit the Union Territory and experience its breathtaking beauty, vibrant culture and hospitality.

“Her visit marks not just a symbolic gesture, but a powerful message of collective strength and a renewed call to embrace Jammu and Kashmir as a vibrant and safe tourism destination,” the spokesperson said.