- Record 4 cr tourists visit in two years
- Foreign tourist arrivals jump from 19,000 to 47,000
Srinagar, Oct 28: The Jammu and Kashmir Tourism Department has spent more than Rs 500 crore over the past two years on the upgradation of tourism infrastructure and promotional activities, resulting in record tourist arrivals across the Union Territory.
Data accessed by the news agency—Kashmir News Observer (KNO) reveals, Rs 253.75 crore were allocated in 2023-24 and Rs 268.42 crore in 2024-25 under the Capex budget for tourism infrastructure.
However, no centrally sponsored scheme was implemented during the period.
The department allocated Rs 50.50 crore for advertisements and publicity, of which Rs 42.74 crore were utilized, the data revealed, in reply to MLA Farooq Ahmad Shah’s query states.
Officials said the campaigns led to a major boost in tourist inflow and the emergence of several new destinations.
The government said that over 4 crore tourists visited Jammu and Kashmir in the past two years, an unprecedented figure considering the region’s population of 1.3 crore. Foreign tourist arrivals also saw a rise, from 19,000 in 2021-22 to 47,000 in 2022-23.
Officials said offbeat destinations such as Gurez, Bangus, Doodhpathri, Aitham and Basohli have gained popularity due to the department’s promotional drives.
J&K has also emerged as a major film destination, hosting shoots for several high-profile movies and TV series including Leo and Dunki.
Bandipora’s Dawar village was named India’s “Best Tourist Village” by the Ministry of Tourism. Outlook Traveler magazine also awarded Gurez as the “Best Offbeat Destination,” while Lolab in Kupwara bagged gold in the offbeat category.
The Directorate of Tourism, Jammu, in collaboration with national sports associations, has expanded adventure tourism through water-based and aerial sports. White-water rafting, winter sports, paragliding, hot air ballooning, zip-lining and para-sailing are being promoted across the Union Territory. Six rafting routes in Jammu have already been notified.
Adventure events like rafting in Doda, winter sports in Jai Valley, and para-sailing in various lakes across Kashmir have become frequent attractions.
The department has launched extensive branding efforts through Air India, Air Asia, Vistara, Delhi Metro, social media, and radio campaigns, which have received strong public response.
Tourism authorities organized 103 major events in 2022–23, which rose to 107 in the following fiscal year. Prominent events included Asikini Bhaderkashi Utsav, Vibrant Bhaderwah Festival, Patnitop Winter Bonanza, Warwan Festival, and Basholi Utsav.
The department is also working to position J&K as the next golf destination. Golf tournaments have been organized at Jammu Tawi Golf Course and Royal Springs Golf Course Srinagar in collaboration with PGTI and public sector undertakings.
Officials said sustained promotion and diversification of destinations have made tourism one of the fastest-growing sectors in Jammu and Kashmir. (KNO)
