This essay focus on two districts in the Jammu sub region of J&K—Rajouri and Poonch, along the Pir Panjal range of the outer Himalayas. The primary objective is to highlight the conflict transformation (both positive and negative) in this region during the recent years; to explore the opportunities of an Pir Panjal festival bringing the various communities together and build peace from below; integrate the border districts with the national mainstream; and improve the physical and psychological connectivity of the Pir Panjal region with the rest and remove the feeling of physical isolation. Idea of using a festival to promote tourism in J&K is not a new one; those who have witnessed the Ladakh festival, in all its colorful glory and culturally rich historical past, would agree how it has brought the region, its people and culture to the limelight. Of course, there are other places – from Dal lake to Gulmarg and from Bhaderwah to Basohli, which can easily boast the same – in terms of their rich culture, colorful people and beautiful places. The irony of J&K, however has been - there are numerous such regions in J&K, unfortunately remaining in the periphery, physically isolated and psychologically looking inward. Ladakh festival, now celebrated during August every year, attracts global attention and tourists who visit the land of moon, as it is popularly referred, to enjoy the culture, people and places. While Ladakh has its own set of loyal tourists, mostly
with an adventurous streak; the Ladakh festival has expanded its tourism base, with an ever greater number from within J&K, elsewhere in India and across the world, especially Europe, visiting the region. For the last few years, there has been an increased emphasis on a Jammu festival as well. In 2007, the Jammu festival was celebrated for three days, which subsequently became a fortnightly festival, starting 2008. Although it attracted a huge crowd, especially since the performers at the festival came from all over the world, it remained confined to Jammu town.
Bhaderwah, another region in J&K, also had its own festival recently. While none can deny the cultural and tourist importance of this beautiful valley; the festival seems to have been organized for the fact that it is the constituency of the former Chief Minister, Ghulam Nabi Azad. The Pir Panjal region, consisting of Rajouri and Poonch districts has the potential to be promoted with a similar festival at an international level. Doda and Bhaderwah also are a part of this mountain range, but for the purpose of this essay, only these two districts are being concentrated. Besides the tourist potential of this region,there is also an essential strategic need for such a
festival here (and in other border and interior districts of J&K).

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