Kashmir was Bollywood's favourite outdoor shooting location until violence reared its head in the 1980s and made the 'Paradise on Earth' a troubled spot.
With the situation improving now and stability returning, the pictureseque valley, its beautiful land, lakes and mountains are once again in the spotlight.
Shah Rukh Khan in Pahalgam. (Pic: Twitter)
According to latest reports from the Mumbai-based Hindi film industry, Shah Rukh Khan is currently shooting in Pahalgam in Jammu and Kashmir for his upcoming, yet untitled, film. He has returned to the valley after almost 20 years.
He plays the role of an army officer - Samar - in the love-triangle with Anushka Sharma and Katrina Kaif.
The first trailer of the film is released and it shows Shah Rukh Khan strumming a guitar as he romances Katrina Kaif in the UK.
According to Yash Raj Films production sources, the movie's title will be revealed on director Yash Chopra's 80th birthday bash. The film is scheduled to in cinemas around Diwali, the Indian festival of lights.
Well, Kashmir could not have asked for a better brand ambassador or for a mightier boost to its fledgling tourism industry than a King Khan film under the Yash Raj banner.
But to give credit where it is due, Bollywood's Mr Perfectionist, Aamir Khan, marked the return of Bollywood to Kashmir when he shot for the Incredible India campaign in Srinagar, the state capital, earlier this year.
Actor Aamir Khan in Kashmir to promote tourism in the state. (AP)
Once the Khans head to Kashmir, the rest of Bollywood is not likely to stay far behind.
The audience can soon expect a slew of producers and directors to make a beeline to shoot by the scenic Dal Lake, houseboats, Mughal gardens, snowy peaks and ski resorts of Gulmarg and some of the world's prettiest backdrops.
Some of the most popular Bollywood movies of yesteryears were often associated with romantic scenes in Kashmir.
Some of those films include 'Kashmir Ki Kali', 'Junglee', 'Andaz', 'Aarzoo', 'Betaab' and 'Mere Sanam' to name a few.
Post-insurgency, only a handful of films such as 'Mission Kashmir', 'Yahaan', 'Tahaan' and 'Shaurya' were filmed in the state.
Shah Rukh Khan's shooting in Kashmir this week heralds the official return of Bollywood to the land of gurgling mountain rivers, lush green meadows, pristine white peaks and tall Chinar trees. So, can we expect Bollywood's new king Salman Khan to head to Kashmir soon?