By Farooq Ganderbali
“Agar firdaus bar roo-e zameen ast,
Hameen ast-o hameen ast-o hameen ast.”
If there is paradise on earth, it is here, it is here, it is here.
For centuries, Kashmir has inspired poets, artists, travellers and storytellers with its extraordinary natural beauty. Its snow-capped Himalayan peaks, pristine lakes, majestic Chinar trees, lush valleys and rich cultural heritage have given the world an image of Kashmir that needs no introduction.
Today, that timeless beauty is entering a new chapter. The 1st International Film Festival of Jammu and Kashmir (IFFJK) 2026 is not merely a celebration of cinema; it is a celebration of peace, tourism, culture, unity, development and the aspirations of the people of Jammu and Kashmir.
The festival is a proud moment for the entire Union Territory and an important opportunity to present a new and confident Jammu and Kashmir to India and the world.
For decades, Pakistan-sponsored terrorism, radicalism and extremism attempted to disturb peace in Jammu and Kashmir, divide communities and destroy the region’s social and economic fabric. Propaganda was repeatedly used to create fear and present a distorted picture of Kashmir before the world.
But the people of Jammu and Kashmir have increasingly made their choice clear.
They want peace, development, education, employment, tourism, sports, culture and a secure future for their children—not violence, extremism and terrorism.
A new Kashmir emerging
The growing return of tourism and cultural activity is one of the most visible signs of change. Visitors from across India and abroad are discovering the beauty, hospitality and cultural richness of Kashmir.
People are enjoying tourism, education, healthcare, sports and cultural activities. Women are increasingly participating in education, employment and empowerment initiatives, while young people are finding new opportunities through sports, entrepreneurship and skill development.
This is the Kashmir that deserves to be known globally.
The people of Jammu and Kashmir have also sent a strong message by rejecting Pakistan-sponsored propaganda, radicalism, extremism and terrorism. They have chosen the path of peace and progress over violence and hatred.
Kashmir and cinema: a historic relationship
Kashmir has enjoyed a special relationship with Indian cinema for generations. Its mountains, lakes, gardens, meadows and Chinar-lined landscapes have provided the backdrop for some of the most memorable films in Hindi cinema.
From Junglee and Kashmir Ki Kali to Jab Jab Phool Khile, Bobby, Kabhie Kabhie, Silsila and Betaab, Bollywood repeatedly showcased Kashmir’s breathtaking beauty to millions of viewers.
Betaab, in particular, left such a strong impression on audiences that a beautiful valley in Pahalgam became popularly known as Betaab Valley.
This cinematic history proves that Kashmir is not only naturally beautiful—it has a deep and lasting relationship with storytelling.
IFFJK now provides an opportunity to take that relationship to an international level.
An international gathering in Kashmir
The 1st International Film Festival of Jammu and Kashmir is bringing together an exceptional panel of filmmakers, cinematographers, producers, curators, sound designers and educators from India and abroad.
The participation of renowned filmmaker and producer Ramesh Sippy, celebrated for the iconic Sholay, is a matter of immense pride. Equally significant is the participation of Kashmir-born filmmaker, producer and screenwriter Vidhu Vinod Chopra, whose celebrated films include 3 Idiots, PK and Mission Kashmir.
The distinguished jury further strengthens the stature of the festival. Acclaimed cinematographer and filmmaker Santosh Sivan, German filmmaker and curator Dorothee Wenner, Japanese media entrepreneur and documentary filmmaker Keiko Bang, filmmaker Sriram Raghavan, and National Film Award-winning filmmaker and educator Himansu Sekhar Khatua bring extensive experience from Indian and international cinema.
Their presence sends a powerful message:
Kashmir is open for cinema, creativity, cultural exchange and international collaboration.
A festival of opportunity for youth
The biggest beneficiaries of this new cinematic environment can be the young people of Jammu and Kashmir.
A modern film industry creates opportunities for directors, writers, actors, cinematographers, editors, musicians, sound engineers, designers, technicians, production managers, digital creators and many others.
The aspiration should be to ensure that the youth of Jammu and Kashmir do not merely watch films—they should increasingly write them, produce them, direct them and tell their own stories to the world.
The film industry can also create opportunities for hotels, restaurants, transport operators, local artists, craftsmen, guides and small businesses.
Peace creates possibilities, and cinema can turn those possibilities into sustainable economic opportunities.
Kashmir’s culture is its greatest strength
Kashmir’s identity is not limited to its natural beauty. Its greatest strength is also its rich culture and centuries-old traditions.
The heritage of Kashmiriyat, coexistence and mutual respect has shaped the Valley’s social fabric. Sufi traditions, shrines, temples, mosques, literature, music, handicrafts, cuisine and festivals reflect a culture that has evolved through centuries of shared experiences.
This heritage deserves to be presented to the world with pride.
IFFJK can become a platform through which filmmakers discover these stories and introduce Kashmir’s cultural richness to audiences across India and the world.
A strong message to the world
When leading filmmakers, artists and international cinema professionals visit Jammu and Kashmir, they will experience the region themselves.
They will see the mountains and lakes, but they will also see something more important—the people.
They will see families enjoying tourism, students pursuing education, women participating in empowerment opportunities, athletes taking part in sports, artists celebrating culture and young people dreaming of successful careers.
This reality is far removed from the picture that Pakistan-sponsored propaganda has attempted to project for decades.
The world should see Kashmir through the eyes of its people, not through the lens of propaganda.
The people of Jammu and Kashmir have openly rejected the politics of terrorism and hatred. They have chosen peace, unity, development and coexistence.
Their message is simple and powerful:
Terrorism cannot define Kashmir. Propaganda cannot define Kashmir. The people of Kashmir will define their own future.
Peace, unity and development
There is a direct connection between peace and development.
Tourists travel where they feel safe. Investors look for stability. Artists create where they find freedom and opportunity. International events succeed where people have confidence in the environment.
That is why the growing cultural and international engagement with Jammu and Kashmir is significant.
The return of major cultural events, tourism, sports activities and international participation reflects the aspirations of a society that wants to move forward.
The people want their children to receive quality education and healthcare. They want young people to have opportunities in sports and employment. They want women to participate fully in social and economic development. They want tourists to visit, businesses to grow and Kashmir’s culture to flourish.
Above all, they want peace.
Kashmir’s new story
The 1st International Film Festival of Jammu and Kashmir can become an important milestone in this journey.
It represents more than films and awards. It represents confidence.
It represents the belief that Kashmir can be a destination for cinema, tourism, culture, investment, education and creativity.
The people of Jammu and Kashmir have suffered enormously from violence and terrorism. They deserve the opportunity to move forward without fear and give their children a future filled with education, employment and opportunity.
The first IFFJK can help the world discover that new reality.
Kashmir has been celebrated for generations as “Paradise on Earth.” Now it has an opportunity to become known not only for its extraordinary beauty, but also for its filmmakers, artists, young talent, cultural heritage and peaceful aspirations.
The world once discovered Kashmir through poetry. Then it discovered Kashmir through cinema.
Now Kashmir has the opportunity to become a global home for cinema itself.
The message from Jammu and Kashmir to the world is clear:
We choose peace over terrorism, unity over division, culture over hatred, education over radicalism, development over destruction and hope over fear.
Kashmir’s future will be written by its people—with peace, unity, culture, tourism, education, sports, women’s empowerment and development at its heart.
And the 1st International Film Festival of Jammu and Kashmir is a proud new chapter in that story.