The tourism sector in Jammu and Kashmir is experiencing a resurgence, signaling a return to normalcy in the region. Union Minister Jitendra Singh has affirmed that tourism is thriving, supported by various initiatives aimed at boosting infrastructure, promoting lesser-known destinations, and ensuring visitor safety.
Recent data underscores this positive trend. Over the past two years, Jammu and Kashmir have welcomed a staggering 4.40 crore tourists, establishing itself as one of India's fastest-growing tourist destinations. In 2023, the region saw 2.11 crore tourists, including 55,337 foreign visitors. This number further increased in 2024, with 2.35 crore tourists, including 65,452 international travelers, exploring the area. This influx reflects a growing global interest and confidence in the region. The Economic Survey 2025 highlighted a significant shift, with Jammu experiencing 80% more tourist arrivals than Kashmir in the last four years, attributed to improved infrastructure and promotion of cultural and religious sites.
Several factors contribute to this resurgence. The government has allocated substantial funds for advertising and promotional activities, with Rs 35.08 crore spent over the last two financial years. This investment has enhanced the region's visibility and appeal. Additionally, key tourism development projects are underway, including the Tawi Riverfront redevelopment in Jammu into a scenic recreational hub with promenades and cycling tracks. Digital enhancements, such as immersive light and sound shows at historical landmarks like Bahu Fort, are also enriching the visitor experience.
The government is actively promoting pilgrim tourism circuits to encourage visitors of the Shri Mata Vaishno Devi Shrine to explore other religious and cultural sites, boosting tourism revenue and local employment. Schemes like Swadesh Darshan and PRASHAD focus on developing tourism-related infrastructure and enhancing pilgrimage destinations such as the Hazratbal Shrine in Srinagar. Sustainable tourism practices are also being prioritized to ensure long-term growth.
Despite a recent terror attack in Pahalgam, which initially led to booking cancellations, tourists are gradually returning, demonstrating resilience and confidence in the region's safety. Union Minister Jitendra Singh has been at the forefront of instilling confidence, sharing videos of tourists enjoying the valley's beauty. Actor Sunil Shetty has also encouraged people to visit Kashmir, reinforcing the message that the region "was, is, and will remain a part of our country."
To further diversify the tourism sector, the government is developing 75 new tourist attractions, including heritage sites, cultural hubs, Sufi shrines, and adventure tourism spots. Four new destinations—Kokernag, Baradari, Bhadarwah, and Doodhpathri—are being developed with the World Bank's assistance, focusing on ecological sustainability and world-class infrastructure. Adventure tourism is also gaining prominence, with activities like zip-lining, mountain biking, and trekking being expanded in scenic locations like Betab Valley and Gulmarg.
The Jammu and Kashmir Tourism Policy 2020, implemented through 2025, has spurred private sector investments in eco-resorts, boutique hotels, and transport services, generating local employment and promoting community-driven tourism. Furthermore, the region's appeal to filmmakers is growing, boosting film tourism and contributing to economic growth.
While challenges remain, the concerted efforts of the government, local communities, and private sector are transforming Jammu and Kashmir into a thriving tourist destination. The region's blend of natural beauty, cultural heritage, and adventure offerings, coupled with enhanced safety and infrastructure, positions it as a compelling choice for travelers seeking unique and enriching experiences.
