The Jammu and Kashmir Government on Thursday informed the Legislative Assembly that over Rs 7,647 lakh has been spent on tourism promotion across the Jammu and Kashmir divisions during the financial years 2024–25 and 2025–26.
Replying to a question raised by MLA Yudhvir Sethi, the Tourism Department, as per news agency stated that in the Jammu Division, an expenditure of Rs 1,619.73 lakh was incurred in 2024–25, while Rs 1,281.55 lakh has been spent so far in 2025–26.
In the Kashmir Division, the department spent Rs 1,400.16 lakh during 2024–25 and Rs 1,346.20 lakh in the current financial year up to January 2026.
The government said several initiatives have been undertaken to restore traveller confidence and boost tourist footfall across the Union Territory. These include aggressive digital marketing, social media campaigns, and publicity through print and electronic media.
The department also participated in 10 national and international travel marts to showcase Jammu and Kashmir’s tourism potential.
To generate positive publicity, Bollywood celebrities were invited for familiarisation (FAM) tours in the Jammu Division from June 28–30 and July 2–6, 2025, during which they interacted with local stakeholders.
The House was further informed that winter sports events were organised at Bhaderwah on January 17–18, 2026, while another event was scheduled at Sartal on February 8, 2026. A budget of Rs 300 lakh has been sanctioned for the development of winter sports infrastructure at Bhaderwah and Basohli/Sartal during 2025–26.
Additionally, 78 promotional events have been organised across the Jammu region, including campaigns through hoardings, newspapers, radio and social media, to promote the Shri Amarnath Ji Yatra and other tourist destinations, the government added. (Agencies)
