In a significant move aimed at revamping tourism in Jammu, Chief Secretary Atal Dulloo has instructed the Tourism Department to fast-track the development of new tourist circuits and Adventure tourism activities across the Jammu division. This strategic decision was discussed during a recent high-level meeting where key stakeholders evaluated the roadmap for enhancing the region’s tourism potential.
Dulloo emphasized the need to double promotional efforts, particularly by leveraging social media marketing to attract a wider audience. He also recommended exploring adventure sports like rafting and paragliding, which are gaining popularity among domestic and international tourists alike.
Four Major Tourist Circuits to Transform Jammu’s Travel Landscape
To elevate Jammu’s status as a year-round travel destination, the government is developing five key tourist circuits, focusing on both pilgrimage and scenic adventure tourism. These include:
- Katra–Shivkhori Circuit – Designed to enhance religious tourism by connecting prominent spiritual destinations.
- Chenab Valley Circuit – Aiming to showcase the natural beauty and cultural richness of the Chenab region.
- Samba–Kathua Circuit – Highlighting the historical and cultural significance of the southern belt of Jammu.
- Pir Panjal Circuit – Targeting eco-tourism and adventure seekers, covering the hilly terrains of Pir Panjal.
- Suchetgarh Border Circuit – Expected to include historical narratives and cultural displays at the international border.
These circuits are intended to offer diverse travel experiences that blend heritage, adventure, and natural beauty.
Read also: Jammu Tourism Gets a Boost: Key Projects & Pilgrim Circuits in Development
Homestay Policy to Encourage Local Involvement in Tourism
Chief Secretary Dulloo also directed the Tourism Department to formulate a comprehensive homestay policy at the earliest. This initiative aims to encourage local participation, generate employment, and offer tourists a more authentic cultural experience.
Commissioner Secretary of Tourism, Yasha Mudgal, confirmed that these circuits are part of a broader plan to strengthen tourism infrastructure in Jammu and provide tourists with multiple thematic itineraries.
Adventure Tourism Gets a Push: ₹4 Crore Project for Paragliding at Athem
Adventure enthusiasts will soon have more reasons to visit Jammu, as a ₹4 crore project has been initiated to promote paragliding at Athem. This initiative aims to position Jammu as a prime hub for aerial adventure sports, capitalizing on the region’s natural elevation and scenic landscapes.
Officials believe that paragliding in Athem will attract thrill-seekers and boost tourism-based revenue for the local economy.
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Chenab Railway Bridge to Feature High-Tech Tourist Information Centre
To support visitor information services, a new tourist information centre with audio-visual branding is being developed at the iconic Chenab Railway Bridge. This interactive hub will serve as a knowledge point for tourists and offer engaging insights into the region’s geography, culture, and history.
The branding project aims to increase visibility for Chenab Valley tourism and enhance visitor experience through digital storytelling.
Museum Planned at Suchetgarh Border to Promote Heritage Tourism
Plans are also in motion to construct a large museum at the Suchetgarh Border. This initiative is part of the government’s efforts to promote border tourism, offering visitors a deep dive into Jammu’s military history, Indo-Pak relations, and regional culture.
This museum is expected to become a major attraction for both domestic tourists and students interested in history and defense.
Rafting Tourism Expands with Baradari Rafting Center
In another effort to diversify tourism offerings, the Baradari Rafting Center is being upgraded to attract rafting enthusiasts. Work is currently in progress to ensure the infrastructure meets safety standards and enhances the overall tourist experience.
Rafting on the pristine rivers of Jammu not only provides adventure but also promotes eco-tourism and encourages sustainable travel practices.
Read also: Ramnagar Wildlife Sanctuary: All You Need to Know
PGTI Golf Tournament Proposed at Jammu Tawi Golf Course
To tap into the niche segment of sports tourism, there is a proposal to host the Professional Golf Tour of India (PGTI) Tournament at the Jammu Tawi Golf Course. This event would attract national-level players and visitors, positioning Jammu as a potential destination for golf tourism in northern India.
Hosting such high-profile events will likely contribute to the region’s image as a well-rounded tourist hub with offerings beyond conventional sightseeing.
Social Media Strategy to Drive Tourism Promotion
Recognizing the power of digital platforms, Chief Secretary Dulloo highlighted the importance of social media in modern tourism promotion. The Tourism Department has been urged to create targeted content for platforms like Instagram, Facebook, and YouTube, showcasing Jammu’s attractions, festivals, and local experiences to reach broader audiences.
From short reels to virtual tours, the goal is to make Jammu a visually appealing and digitally accessible destination for travelers across the globe.
With clear directives from the top and strategic investments in both adventure and heritage tourism, Jammu is set to emerge as a dynamic tourism destination. The development of new circuits, adventure sports infrastructure, and cultural sites reflects a holistic approach to tourism planning.
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By incorporating local communities, enhancing tourist infrastructure, and leveraging digital platforms, Jammu is poised to attract diverse tourist segments—from pilgrims and backpackers to luxury travelers and adventure seekers.
As these projects take shape, the region’s economic growth, employment opportunities, and global visibility are expected to soar, making Jammu one of the most promising travel destinations in India.
