In Kashmir, Swiss envoy praises Bollywood for making Switzerland and Gulmarg unforgettable on screen

SRINAGAR: Visiting Kashmir, Ambassador of Switzerland to India and Bhutan, Maya Tissafi, has been captivated by the Valley’s beauty and its tradition of art and craftsmanship.

“Seeing Gulmarg for the first time, I could understand why filmmakers keep returning to these valleys,” she wrote on X posting Bollywood superstar Shah Rukh Khan’s DDLJ and Jab Tak Hai Jaan movies pictures. “Bollywood made both Switzerland and Gulmarg unforgettable on screen,” she said.

However, she said that beyond their natural beauty, mountain regions share common responsibilities, including resilience, sustainable tourism and disaster risk reduction.

She said that is why Switzerland and India continue to work together in the region, from a Himalayan glaciology collaborative program at the University of Kashmir to cloud research projects with ETH Zurich, referring to the public research university in Zurich, Switzerland.

After witnessing the artistry of Kashmir’s shawl and carpet makers on the way to Gulmarg, Tissafi posted photographs of herself wearing a coat adorned with traditional Kashmiri Ari embroidery, a centuries-old needlework craft renowned for its intricate floral and ornamental designs. “Along the way, I also had the opportunity to witness the artistry of Kashmir’s shawl and carpet makers, and it was just as beautiful as the landscape itself,” she said.

Sharing her impressions of Srinagar’s heritage and culture, the envoy wrote: “A story at every corner. From the panoramic views of Hari Parbat overlooking Dal Lake and Srinagar’s old city to the serenity of Hazratbal Shrine, Shah-e-Hamdan and Jamia Masjid, Kashmir’s cultural heritage is as rich as its landscapes.

“The vibrant markets of Lal Chowk and Polo View added another dimension: the aroma of kahwa, colourful shawls and carpets, exquisite woodwork and countless conversations.

“What impressed me most is how naturally tradition and modernity coexist in the valley. Kashmir offers not only breathtaking scenery, but also warmth, character and stories at every turn.”

She also met the chief minister Omar Abdullah today.

According to the J&K government, the Ambassador Maya Tissafi, called on chief minister Omar Abdullah to discuss areas of mutual interest and cooperation. “The meeting explored opportunities for the exchange of best practices in sustainable tourism, hospitality, vocational education and training, horticulture, dairying, and eco-friendly food processing,” a government spokesman said.

During the interaction, the chief minister emphasized the importance of adopting best practices in these sectors to further strengthen Jammu and Kashmir’s socio-economic development and ensure long-term prosperity for its people. He highlighted the government’s vision of integrating innovative and sustainable approaches into regional planning and human development frameworks aimed at creating employment opportunities, enhancing productivity, and improving the overall quality of life.

Ambassador Tissafi, the spokesman said, appreciated the natural beauty, rich cultural heritage, and immense economic potential of Jammu and Kashmir. She expressed interest in exploring avenues for greater collaboration and knowledge sharing. “Both sides reaffirmed the importance of cooperation in promoting sustainable development and inclusive growth,” the spokesman said.

On Thursday she met the chief secretary Atal Dulloo and the Peoples Conference president Sajad Lone. “I had insightful discussions with chief secretary Atal Dulloo and former Minister Sajad Lone on the region’s development priorities and future opportunities.”

She said Swiss expertise is already contributing to Kashmir’s growth story, from infrastructure projects and hydropower technology to innovation in high-altitude climate studies and dairy farming.

“We also explored opportunities for future collaboration in vocational training, hospitality, food processing and tourism. A memorable introduction to the spirit of Kashmir, including the beautiful Nishat Garden,” she said. Lone said “exchanged views on various issues” without further elaborating.

She also called on Lieutenant Governor Manoj Sinha at Lok Bhavan on Thursday.