Tourism Sector in Jammu and Kashmir Shows Signs of Recovery After Setbacks
Jammu- The tourism sector in Jammu and Kashmir, which faced challenges due to the Pahalgam terror attack and adverse weather conditions, is now on the path to recovery, with an increase in tourist arrivals as the situation improves.
Chief Secretary Atal Dulloo mentioned a new project aimed at promoting sustainable tourism in emerging destinations to ease the pressure on traditional hotspots in J&K. The implementation of this project is carefully planned to ensure its success.
“Despite the setbacks caused by the Pahalgam attack and inclement weather, we are witnessing a gradual recovery in the tourism sector. As weather conditions become more favorable, tourists are starting to return,” stated Dulloo in a video interview.
He emphasized the importance of reevaluating the tourism strategy to accommodate the increasing number of visitors and ensure sustainable growth. “With the resurgence of tourism, it is crucial to assess our readiness to handle the growing influx of tourists. This necessitates a review of our tourism strategy and capacity,” he added.
Dulloo highlighted the significance of developing new tourist destinations to alleviate the strain on popular attractions that often become overcrowded during peak seasons. By diversifying tourist footfall, it can lead to local employment opportunities, infrastructure enhancements, investment attraction, and reduction of seasonal tourism peaks.
The tourism sector in Kashmir faced a severe blow following the tragic Pahalgam attack on April 22, 2025, resulting in the closure of around 50 tourist spots and resorts for security reasons. However, several sites have reopened recently, with more slated for reopening after security assessments.
He mentioned a major project focused on developing new tourist destinations, with meticulous planning for transportation and infrastructure arrangements. “Our priority is to nurture new tourism spots for sustainable growth of the tourism sector,” Dulloo stated.
Referring to the SPREAD initiative, Dulloo explained its aim to relieve overcrowded tourist spots by creating eco-sensitive alternatives throughout the year, balancing economy, ecology, and equity.
He discussed the SPREAD project’s focus on infrastructure development, waste management, ecological conservation, and livelihood generation, with community involvement and private sector participation being central to its success. The initiative aligns with global best practices for holistic development in both Jammu and Kashmir.
Dulloo also emphasized the need for a targeted strategy to extend the stay of pilgrims in Jammu, promoting the region’s diverse attractions beyond pilgrimage routes.
He highlighted the use of digital platforms and social media, along with collaboration with influencers, to expand outreach and attract national and international tourists. Encouraging pilgrims to explore beyond traditional pilgrimage circuits can convert them into multi-day tourists.
Recognizing J&K’s potential as a year-round tourism destination, Dulloo suggested introducing adventure activities like rafting, paragliding, bungee jumping, and water sports to establish the region as a hub for tourism and create employment opportunities for local youth.
