SRINAGAR: With the impending direct rail connectivity to Srinagar expected to impact tourist footfalls in Jammu, authorities have initiated efforts to enhance the region’s tourism potential. In this backdrop, Chief Secretary Atal Dulloo chaired a meeting with stakeholders, including tourism players from Jammu, to seek their suggestions on optimally utilising tourism opportunities, especially given the nearly one crore pilgrims visiting the Shri Mata Vaishno Devi Shrine (SMVDS) in Katra annually.
The meeting was attended by the Principal Secretary, Finance; Commissioner Secretary, Tourism; Secretary, PWD; CEO, SMVDSB; DC, Jammu; DC, Reasi; MD, JKTDC; Director Tourism, Jammu, and other department officials.
During discussions, the Chief Secretary invited inputs from hoteliers, transporters, and other tourism stakeholders on strategies to attract pilgrims visiting the shrine to other religious and tourist destinations across the Jammu region. He emphasised that tourism players have a significant role in promoting destinations within and around Jammu.
Dulloo encouraged them to develop structured tourism packages spanning two to four days, considering the potential and intensity of each location. He advised including a diverse mix of activities within each package, incorporating elements of spiritual, eco-tourism, leisure, cuisine, culture, and adventure. By offering multiple travel itineraries alongside the Vaishno Devi Yatra, visitors could choose experiences that align with their preferences.
Further, he underscored the importance of creating promotional content to highlight the region’s tourism offerings. He noted that sustained content dissemination on social media and other promotional platforms would significantly enhance visibility and footfalls over time. The government, he assured, would extend full support in implementing these strategies. He also emphasised the need for a season-wise tourism promotion plan to be actively backed by the Tourism Department.
The Chief Secretary stressed the necessity of infrastructure development and improved amenities at tourist sites. He affirmed that the government was committed to investing in projects aimed at enhancing visitor experiences, ensuring better transport facilities, and upgrading essential services at these locations.
Commissioner Secretary of Tourism, Yasha Mudgal, highlighted the tourism potential of several destinations within a 100 km radius of Katra, including Shiv Khori, Baradari, Chenab Rail Bridge, Jammu City, Patnitop, Mantalai, Sanasar, and Sudhmahadev. She informed that the department is organising festivals and familiarisation (FAM) tours to market these destinations nationally and internationally. She also provided insights into previous promotional campaigns and the resulting increase in footfalls at key locations.
The meeting also reviewed the existing tourism infrastructure at these sites and plans for further enhancements. Officials reaffirmed their commitment to working alongside local tourism stakeholders to firmly establish these destinations on India’s tourism map.
