SRINAGAR, SEPT 22: The Jammu region is set for a renewed year-round tourism push, with the Government adopting a multi-pronged strategy focused on developing new and emerging destinations, expanding pilgrimage circuits, upgrading tourist infrastructure and intensifying promotional activities across domestic and international markets.
Chief Minister Omar Abdullah, who also holds the Tourism portfolio, stated this while replying to a question raised by MLA Jammu East Yudhvir Sethi during the ongoing Autumn Session of the J&K Legislative Assembly.
Omar said the Government’s strategy seeks to diversify Jammu’s tourism offerings by promoting pilgrimage, heritage, adventure, eco, nature, rural, cultural, wellness and leisure tourism, while simultaneously improving infrastructure and tourist amenities at existing and emerging destinations.
He said developmental interventions have been taken up or initiated at Suchetgarh, Shiv Khori, Sudhmahadev, Patnitop, Basholi, Bhaderwah/Gatha, Mansar, Baradari, Kesari Hills and Behra/Qasab. The works include creation and upgradation of tourism infrastructure, public amenities, destination facilities, beautification measures, connectivity-related works and development of tourism assets according to the requirements of individual destinations.
The Chief Minister said the focus on new and emerging destinations is aimed at reducing pressure on established tourist centres and ensuring that tourism-related economic activity is distributed across a wider area of Jammu Division. The Government is also seeking to increase local participation in the sector through homestays, tourist guiding and other tourism-related services.
On tourism promotion, Omar said the Department has undertaken sustained publicity and promotional campaigns at local, national and international levels. Between April 2025 and March 2026, 110 events and festivals were facilitated or participated in, while 43 events and festivals were covered between April and August 2026.
District-wise and category-wise publicity material has also been prepared and disseminated through Travel Marts, expos, festivals, melas and yatras. Digital platforms including Facebook, Instagram and X have been utilised for wider outreach, besides promotional campaigns conducted in collaboration with tourism stakeholders.
At the national level, the Tourism Department participated in major events including GITB Jaipur, TTF Ahmedabad, IATO Convention Puri, ITM Jaipur, IITE Madurai, SATTE-2026 New Delhi and ITM Dehradun. International promotional outreach included participation in IFTM Top Resa in Paris, World Travel Market in London and ITB Singapore.
A key component of the Government’s strategy is the development of dedicated pilgrimage tourism circuits in Jammu Division. Omar informed the House that five pilgrimage circuits were sanctioned under the Capex Plan 2020-21 and are presently under progress. These include the Mansar Circuit Phase-I with a project cost of ₹9.81 crore, Shiv Khori Circuit costing ₹3.14 crore, Utterbehni Circuit ₹8.50 crore, Purmandal Circuit ₹9.82 crore and Sukrala Circuit ₹3.92 crore.
At present, 29 works are actively ongoing under these circuits, with an approved cost of ₹5.14 crore.
The Chief Minister said completion of these projects is expected to strengthen local economies and create employment opportunities for local youth by attracting visitors to religious and cultural destinations.
The Government has also increased its allocation for tourism-related development activities in Jammu Division. The approved budget rose from ₹56.50 crore in 2023-24 to ₹61.15 crore in 2024-25 and ₹62.85 crore in 2025-26. For Jammu East constituency, the allocation stood at ₹2.12 crore in 2023-24, ₹2.28 crore in 2024-25 and ₹1.41 crore in 2025-26.
The Chief Minister said the overall approach is aimed at broadening Jammu’s tourism base, developing diverse tourism products, creating new tourist circuits and destinations, generating employment and ensuring that the economic benefits of tourism reach newer areas and local communities across the Division.
