The Jammu and Kashmir government revealed on Thursday that it has spent over Rs 76 crore on tourism promotion across the union territory during the last two financial years, with Rs 29 crore allocated to Jammu and Rs 27 crore to Kashmir. The expenditure covers the financial years 2024-25 and 2025-26, reflecting the administration’s focus on reviving the sector post-pandemic.
In Jammu, Rs 16 crore was spent in 2024-25, with an additional Rs 12 crore allocated in 2025-26, while Kashmir saw Rs 14 crore and Rs 13 crore spent in the respective years. The government emphasized that these funds were used to restore traveler confidence and increase tourist footfall across both divisions.
Key initiatives include aggressive digital marketing, social media campaigns, and publicity through print and electronic media. The department also participated in 10 national and international travel marts to showcase the region’s tourism potential to a global audience.
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Bollywood celebrities were invited for familiarization (FAM) tours in Jammu during June and July 2025, interacting with local stakeholders to generate positive publicity. Additionally, 78 promotional events were held in Jammu, covering hoardings, newspapers, radio, and social media campaigns promoting Shri Amarnath Ji Yatra and other destinations.
The government has also prioritized winter sports, organizing events at Bhaderwah in January 2026 and planning another at Sartal in February. A budget of Rs 3 crore has been sanctioned to develop winter sports infrastructure at Bhaderwah and Basohli/Sartal during 2025-26, aiming to attract adventure tourism.
Officials noted that these efforts are part of a broader strategy to position Jammu and Kashmir as a year-round tourist hub, combining cultural heritage, religious tourism, and adventure activities to drive economic growth in the union territory.
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