Chief Secretary Reviews Tourism Growth Plans for Jammu Division
JAMMU, April 18 — In a major step to boost tourism in Jammu, the Department of Tourism presented a comprehensive roadmap for the promotion of tourism in the region to Chief Secretary Atal Dulloo during a meeting held today. The strategic plan focuses on enhancing the tourism sector across Jammu division.
The meeting was attended by key officials, including Commissioner Secretary, Tourism; Secretary, PWD; Divisional Commissioner, Jammu; CEO of Shri Mata Vaishno Devi Shrine Board; and Deputy Commissioners of Jammu, Reasi, and Udhampur. Representatives from the tourism and travel industries, including hoteliers and traders, also participated in the discussions.
Chief Secretary Dulloo emphasized the importance of intensifying efforts to promote tourism circuits and urged the department to leverage social media platforms, including influencers, to reach a wider audience. He suggested introducing activities such as rafting and paragliding at select locations across the region, with a focus on safety, and recommended involving professionals in these activities to train local youth.
He also instructed the department to expedite the formulation of a Homestay policy and guidelines for the registration of Bed and Breakfast (BnB) enterprises. Furthermore, Dulloo directed the development of loan products to facilitate the growth of home stays in the region.
Commissioner Secretary, Tourism, Yasha Mudgal, presented a detailed overview of the multi-faceted approach aimed at diversifying Jammu’s tourism offerings. This includes thematic circuits, adventure tourism, heritage experiences, infrastructure development, and promoting lesser-known destinations, positioning Jammu as a year-round tourism hub.
Mudgal highlighted five major tourist circuits proposed by the department to encourage longer stays and offer diverse experiences. These circuits are designed around different themes, such as pilgrimage, adventure, heritage, and offbeat destinations, and cover a range of areas to ensure that tourists explore the region’s full potential.
Key circuits discussed included:
- Katra–Shivkhori Circuit: A blend of pilgrimage, adventure, and border tourism, covering sites like Shri Mata Vaishno Devi, Shivkhori, Krimchi Temples, and Raghunath Temple, as well as nature trails and border tourism at Suchetgarh.
- Chenab Valley Circuit: Focusing on adventure tourism, white-water rafting, and trekking in Bhaderwah, Kishtwar, and Doda, with sites like LalDraman and Warwan offering scenic beauty and cultural experiences.
- Samba–Kathua Circuit: Centered around religious, heritage, and water-based tourism, featuring Ranjit Sagar Lake, Basohli, Sarthal, and pilgrimage sites like Budha Amarnath and Gurudwara Nangali Sahib.
- Pir Panjal Circuit: Highlighting fort tourism, alpine treks, and cultural experiences in Rajouri and Poonch, including Peer Ki Gali and Budha Amarnath Ji.
- Alpine Lakes and Offbeat Trails: Proposed adventure and eco-tourism routes to explore alpine lakes like Chandann Sar, Nandan Sar, and Katoria Sar, along with trekking routes and unexplored valleys.
Mudgal also shared plans for a Rs 4 crore project under CAPEX 2025-26 to develop a paragliding facility in Aithem, complete with lounges, cafes, and public utilities. Furthermore, initiatives for the Chenab Railway Bridge, including a Tourist Information Centre (TIC) and branding efforts, were discussed to engage visitors at this iconic site.
The department also outlined plans for enhancing Border Tourism at Suchetgarh, including upgrading the pavilion and establishing a museum, aiming to make it a year-round tourist destination. Similarly, efforts are underway to institutionalize rafting tourism at Baradari Rafting Centre, Reasi, including forming rafting associations and reviving UT and national-level rafting competitions.
For promotional activities, the department has released high-quality brochures, thematic leaflets, and district-specific materials. Jammu’s tourism offerings have been showcased at major travel marts like SATTE in Delhi and OTM in Mumbai. The success of hosting national and international golf tournaments at Jammu Tawi Golf Course has also contributed to increasing the region’s visibility as a distinct tourism destination.
Stakeholders present at the meeting expressed their support for the department’s initiatives and provided feedback on ways to further strengthen the strategy. With active collaboration from all involved, the department is hopeful that these efforts will significantly boost tourism in Jammu in the upcoming season.
