SRINAGAR: The Jammu and Kashmir Government has adopted a multi-pronged strategy to develop and diversify tourism in Jammu Division, with a focus on new destinations, dedicated tourism circuits and year-round promotional campaigns, Chief Minister Omar Abdullah said in the Legislative Assembly on Tuesday.
Replying to a question by Jammu East MLA Yudhvir Sethi during the ongoing Autumn Session, Omar Abdullah, who also holds the Tourism portfolio, said the Government was working to position Jammu as a year-round destination at national and international levels while expanding the region’s tourism offerings.
He said the Tourism Department was focusing on pilgrimage, heritage, adventure, eco, nature, rural, cultural, wellness and leisure tourism, alongside infrastructure development and improved amenities at established and emerging destinations. Development interventions have been taken up or initiated at Suchetgarh, Shiv Khori, Sudhmahadev, Patnitop, Basholi, Bhaderwah/Gatha, Mansar, Baradari, Kesari Hills and Behra/Qasab.
The Chief Minister said developing emerging destinations would help decongest established tourist centres and distribute tourism-linked economic activity more widely across Jammu Division. The works include tourism infrastructure, public amenities, destination facilities, beautification, connectivity-related interventions and development of tourism assets based on local requirements.
On promotion, Omar said the department had undertaken publicity and advertising 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.
The department has also used Travel Marts, expos, festivals, melas and yatras to showcase district-wise and category-wise tourism products, besides leveraging digital platforms including Facebook, Instagram and X. National events attended included GITB Jaipur, TTF Ahmedabad, IATO Convention Puri, ITM Jaipur, IITE Madurai, SATTE-2026 New Delhi and ITM Dehradun, while international participation included IFTM Top Resa in Paris, World Travel Market in London and ITB Singapore.
The Government has also taken up dedicated pilgrimage circuits across Jammu Division. Under the Capex Plan 2020-21, five circuits were sanctioned, including Mansar Circuit Phase-I at ₹9.81 crore, Shiv Khori Circuit at ₹3.14 crore, Utterbehni Circuit at ₹8.50 crore, Purmandal Circuit at ₹9.82 crore and Sukrala Circuit at ₹3.92 crore.
According to the Chief Minister, 29 works are currently ongoing under these circuits, with an approved cost of ₹5.14 crore. He said completion of the projects would help strengthen local economies and generate employment opportunities, while local participation was being encouraged through homestays, tourist guiding and other tourism-related services.
The tourism development allocation for Jammu Division has also increased 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 was aimed at broadening Jammu’s tourism base, developing diverse tourism products and ensuring that the economic benefits of tourism reached newer destinations and local communities across the division.
