Jammu Tourism Gets a Boost: Key Projects & Pilgrim Circuits in Development

Published On: March 5, 2025

The Jammu and Kashmir government has announced plans to develop pilgrim tourism circuits in Jammu to encourage yatris visiting Shri Mata Vaishno Devi Shrine to explore other religious and cultural sites in the region. This initiative aims to boost tourism revenue and create employment opportunities for local communities.

Pilgrim Tourism Circuit in Jammu: A Strategic Initiative

Chief Minister Omar Abdullah, who also holds the Tourism Department portfolio, made this announcement during the Legislative Assembly’s Question Hour. He emphasized that if even 10-15% of Vaishno Devi pilgrims could be diverted to other sites in the region, it would significantly benefit local businesses and the hospitality sector.

“We are designing three-day, four-day, and seven-day tourism packages to promote lesser-known pilgrimage destinations in Jammu,” said the Chief Minister. He stressed the need to increase awareness among pilgrims regarding the rich religious and heritage sites in the region.

Jammu’s Untapped Tourism Potential

Despite Jammu being home to numerous heritage and religious sites, a large section of visitors to Vaishno Devi does not explore beyond Katra. Omar Abdullah acknowledged this challenge and reiterated the government’s commitment to enhancing tourism infrastructure and promotional activities.

The government has already undertaken major infrastructure projects to support its vision for Jammu as a premier religious and heritage tourism destination. These projects include:

Modernization of tourism sites under the State Capex Budget and Swadesh Darshan Scheme.
Development of Jammu city’s tourism infrastructure to attract more visitors.
Improved branding and promotion of historical and religious landmarks.

Concerns Over Bypass Routes Affecting Jammu Tourism

The Chief Minister addressed concerns that direct train connectivity to Kashmir and the Delhi-Amritsar-Katra Expressway, which bypasses Jammu, could negatively impact Jammu’s tourism industry.

“The expansion of the railway network beyond Katra to Srinagar and Baramulla, combined with the expressway allowing travelers to skip Jammu, poses challenges. However, developing attractive tourism destinations alone is not enough; we must also focus on branding and promotional strategies,” he explained.

Key Tourism Development Projects in Jammu

The government has launched several tourism projects to make Jammu a more attractive destination for visitors. These include:

1. New Attractions and Infrastructure Development

Musical Water Fountain with Light and Sound Show at Bagh-e-Bahu to enhance visitor experience.
Amusement Park at Sidhra Golf Course, providing recreational options for tourists.
Tourist amenities at Bhagwati Nagar and Sidhra Golf Course to cater to increasing footfall.
A ropeway project from Mahamaya to Bagh-e-Bahu, offering a unique travel experience.

2. Heritage Conservation and Smart City Initiatives

The Jammu Smart City Limited (JSCL) is spearheading multiple initiatives to improve infrastructure and promote tourism. Key projects include:

Restoration and beautification of heritage sites, including Bahu Fort, Mubarak Mandi, Raghunath Bazaar, and various temples.
Façade lighting at heritage sites to enhance their visual appeal.
Tawi Riverfront redevelopment into a scenic recreational hub featuring promenades and cycling tracks.

3. Urban Mobility and Sustainable Tourism Initiatives

Major road upgrades to improve accessibility.
Development of pedestrian-friendly pathways for ease of movement.
Introduction of electric buses under the eBus project, promoting eco-friendly public transport.

4. Digital Enhancements and Cultural Promotion

Digital and immersive light and sound shows at Bahu Fort and other historical landmarks to enrich the visitor experience.
Increased investment in tourism promotion and advertisement to ensure wider outreach.

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Jammu and Kashmir’s Tourism Boom: Record-Breaking Footfall

Over the past two years, 4.40 crore tourists have visited Jammu and Kashmir, making it one of the fastest-growing tourist destinations in India. According to government data:

2.11 crore tourists visited J&K in 2023, including 55,337 foreign visitors.
2.35 crore tourists arrived in 2024, with 65,452 international tourists exploring the region.

To further promote tourism, the government allocated Rs 35.08 crore for advertising and promotional activities over the last two financial years:

Rs 12.54 crore spent in FY 2023-24.
Rs 22.54 crore allocated for FY 2024-25.

Tourism Sector’s Impact on Employment

Tourism is a major employment generator in Jammu and Kashmir, supporting thousands of livelihoods across the hospitality, transport, and retail sectors. However, no formal survey has been conducted to determine the exact number of jobs created.

In a move to improve tourism management, the government has outsourced 59 tourism department assets over the past two years to ensure better facilities and services for visitors.

The Jammu and Kashmir government’s initiative to develop pilgrim tourism circuits is a strategic step towards diversifying the tourism sector. By investing in infrastructure, branding, and promotional activities, the government aims to transform Jammu into a vibrant pilgrimage and heritage tourism hub.

With improved connectivity, enhanced tourist facilities, and smart city initiatives, Jammu is poised to attract a larger share of pilgrims and general tourists, thereby boosting the local economy and creating new opportunities for its residents.

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