Jammu, June 22: In a significant move aimed at strengthening rural and religious tourism in Jammu & Kashmir, Mahant Rohit Shastri, President of Shri Kailakh Jyotish Avim Vedic Sansthan Trust, called on Joint Director Tourism Jammu, Aijaz Qaiser, and discussed measures to promote the region’s untapped tourism potential.
During the meeting, Mahant Rohit Shastri lauded the efforts of the Tourism Department in giving a new direction to the tourism sector and highlighted the need to further develop rural tourism, religious tourism, cultural heritage preservation, and employment opportunities for local youth.
He said Jammu & Kashmir possesses a unique combination of natural beauty, spirituality, cultural diversity, and historical heritage, but many important destinations are yet to find their rightful place on the tourism map. He stressed that coordinated efforts by the government, tourism authorities, and civil society could help position Jammu & Kashmir among the world’s leading tourist destinations.
Emphasizing the importance of rural tourism, Shastri said sustainable tourism initiatives in villages would create new markets for handicrafts, traditional arts, folk culture, agricultural products, and local businesses. Such efforts, he noted, would strengthen the rural economy while generating employment and self-employment opportunities for youth.
He also pointed out that several scenic, historical, and spiritually significant sites in Jammu & Kashmir remain outside mainstream tourism circuits. Bringing these destinations onto the national and international tourism map, he said, would help showcase their cultural and historical significance to visitors from across the world.
Demand for Promotion of Jammu’s Religious Heritage
Mahant Rohit Shastri specifically urged the Tourism Department to promote Jammu’s prominent religious and cultural destinations at both national and international levels.
Referring to Jammu as the “City of Temples,” he noted that while Mata Vaishno Devi attracts millions of devotees annually, many ancient and important religious sites in the Jammu region have not received adequate tourism promotion.
He requested the inclusion and promotion of the following religious destinations:
- Shri Bawa Kailakh Dev Temple, Thather-Bantalab
- Shri Shova Mata Temple, Ranjan Jandial
- Baba Ballo Dev Sthan, Mathwar
- Bhagwan Shri Parshuram Temple, Akhnoor
According to Shastri, these sites attract thousands of devotees every year and hold immense potential for religious tourism. Their promotion would help preserve cultural and religious heritage while creating new avenues for economic growth and livelihood generation in surrounding communities.
He further said that modern tourists seek experiences that combine history, culture, spirituality, and local traditions. The religious destinations of Jammu, he added, offer all these elements along with scenic surroundings and good road connectivity.
Tourism Sector Expanding Rapidly: Aijaz Qaiser
Speaking on the occasion, Joint Director Tourism Jammu Aijaz Qaiser said Jammu & Kashmir has emerged as one of the safest and most attractive tourist destinations in recent years, witnessing a continuous rise in domestic and international tourist arrivals.
He also highlighted the positive impact of the Union Territory’s Film Policy, stating that Jammu & Kashmir is increasingly becoming a major destination for film production. The administration is providing infrastructure and support to filmmakers while offering technical and professional training to local youth to connect them with the tourism and film industries.
Qaiser assured the delegation that the suggestions submitted during the meeting would be positively forwarded to the government and concerned authorities for consideration.
He reiterated that the Tourism Department is actively working to strengthen multiple dimensions of tourism across the Union Territory, with special focus on religious and rural tourism. Promoting religious destinations, he said, would not only increase tourist footfall but also generate employment, boost local businesses, and contribute to the overall economic development of the region.
Among those present during the meeting were Amit Mahajan, Karunesh Gupta, and other members of the delegation.
