Jammu and Kashmir Government’s Investment in Tourism Promotion Reaches Rs 7,647 Lakh
The Jammu and Kashmir government has disclosed that a significant amount of over Rs 7,647 lakh has been allocated for the promotion of tourism activities within the Union Territory during the financial years 2024–25 and 2025–26.
In response to queries raised by MLA Yudhvir Sethi, the Tourism Department confirmed that Rs 1,619.73 lakh was utilized in the Jammu division in 2024–25, while Rs 1,281.55 lakh has already been spent in 2025–26.
Similarly, in the Kashmir division, expenses amounted to Rs 1,400.16 lakh in 2024–25 and Rs 1,346.20 lakh up to January 2026, according to government sources.
The funds were earmarked to rebuild traveler confidence and enhance tourist influx through various promotional activities such as digital marketing, social media engagement, and advertising in both print and electronic media platforms.
Moreover, the department’s participation in 10 national and international travel expos aimed to showcase the tourism potential of Jammu and Kashmir to a wider audience.
Furthermore, the government revealed that Bollywood celebrities were invited for tours in the Jammu division to engage with local stakeholders and garner positive publicity from June 28–30 and July 2–6, 2025.
Notable winter sports events were successfully held at Bhaderwah on January 17–18, 2026, with another event scheduled at Sartal on February 8, 2026, as communicated to the legislative assembly.
An allocated budget of Rs 300 lakh has been sanctioned for the enhancement of winter sports infrastructure at Bhaderwah and Basohli/Sartal during the ongoing financial year 2025–26, the government disclosed.
Additionally, a total of 78 promotional initiatives were executed across the Jammu region, encompassing advertising campaigns through various mediums like hoardings, newspapers, radio, and social media platforms, specifically promoting the Amarnath Yatra and other significant tourist destinations.
