The Jammu division is gearing up for a tourism boom, as the Department of Tourism presented an ambitious action plan to Chief Secretary Atal Dulloo. The strategy, unveiled during a high-level meeting attended by tourism officials, district administrators, Shri Mata Vaishno Devi Shrine Board CEO, and key tourism operators, focuses on making Jammu a year-round, diverse tourist destination.
Dulloo emphasized the need for a dynamic promotional push, urging the department to leverage social media and influencers to reach a wider audience. He also championed the introduction of adventure activities like rafting and paragliding at select locations, stressing the importance of safety and professional training for local youth. Furthermore, he directed the swift formulation of a Homestay policy and guidelines for Bed and Breakfast (BnB) registration, alongside the creation of a loan product to support homestay development.
Commissioner Secretary, Tourism, Yasha Mudgal, detailed a multifaceted strategy built around thematic circuits, adventure tourism, heritage experiences, infrastructure upgrades, and the promotion of offbeat destinations. Five key tourist circuits were highlighted, designed to encourage multi-day stays and cater to varied interests:
Katra–Shivkhori Circuit: A blend of pilgrimage at Shri Mata Vaishno Devi and Shivkhori, heritage at Krimchi Temples and Raghunath Temple, nature trails in Mantalai and Patnitop, and border tourism at Suchetgarh.
Chenab Valley Circuit: Encompassing Bhaderwah, Kishtwar, and Doda, this circuit offers white water rafting at Shibnote, trekking trails, and scenic valley tourism in LalDraman and Warwan, capitalizing on the increasing tourist footfall in Bhaderwah and the improved accessibility via the Sanagldan Railway Station to Tatapani. Adventure activities include rafting at Baradari and treks in Warwan Valley.
Samba–Kathua Circuit: Focusing on religious sites like Budha Amarnath and Gurudwara Nangali Sahib, heritage in Basohli, and water-based activities at Ranjit Sagar Lake and Sarthal.
Pir Panjal Circuit: Covering Rajouri and Poonch, this circuit promotes fort tourism, cultural immersion, and alpine treks, featuring sites like Peer Ki Gali and Budha Amarnath Ji.
Adventure and Offbeat Trails: A collection of trekking routes and unexplored valleys leading to alpine lakes like Chandann Sar, Nandan Sar, and Katoria Sar, with plans for eco-tourism and sustainable adventure tourism in collaboration with mountaineering institutes.
Infrastructure development is also a key component of the strategy. A ₹4 crore project under CAPEX 2025–26 aims to establish a comprehensive paragliding facility at Aithem, complete with amenities. At the iconic Chenab Railway Bridge, a Tourist Information Centre and branding initiatives are underway to enhance visitor experience with audio-visual content. The Suchetgarh border site will undergo a significant upgrade, including expanding the pavilion to accommodate around 3000 people and establishing a museum, transforming it into a year-round attraction. The Baradari Rafting Centre in Reasi will be institutionalized through the formation of rafting associations, rate standardization, and the revival of UT/National-level competitions.
To amplify the visibility of these destinations, the department has released high-quality brochures, thematic leaflets, and district-specific collaterals. Active participation in major Travel Marts like SATTE (Delhi) and OTM (Mumbai) is also underway. The successful hosting of PGTI Golf Tournaments at Jammu Tawi Golf Course is highlighted as a regular feature contributing to Jammu’s recognition as an independent tourism destination.
Tourism stakeholders present at the meeting lauded the department’s proactive approach and expressed their eagerness to promote the new circuits and packages, anticipating a vibrant tourism season ahead with the department’s active support.
