Jammu & Kashmir is promoting emerging destinations through its first International Film Festival, aiming to become a film tourism hub with heritage tours, local crafts and customized itineraries. Wales is working with its tourism sector on reforms to strengthen its position as a world-class destination. Meanwhile, Jordan’s ExploRJordan platform showcases the country’s diverse experiences, from Aqaba’s Red Sea and Petra’s heritage to Wadi Rum’s desert landscapes, promoting year-round tourism.