SRINAGAR: As Jammu and Kashmir continues to reposition itself on the global tourism map, Srinagar on Tuesday hosted the Tourism Secretaries’ Meet of Union Territories, with Lt Governor Manoj Sinha asserting that the region’s resurgence in tourism is both a strategic and symbolic counter to decades of terror and instability.
Addressing the gathering of senior officials from the Ministry of Tourism and Union Territories, Sinha described Jammu and Kashmir’s “remarkable development journey” and the transformation of its tourism landscape into one that is increasingly drawing international attention. “This conference is a befitting reply to terrorism and reflects J&K’s march towards peace, progress and prosperity,” Sinha said in his keynote address, underlining the central government’s efforts led by Prime Minister Narendra Modi in enabling this turnaround.
The Lieutenant Governor highlighted the region’s growing appeal across tourism sectors, including adventure, religious, film, and luxury tourism. He pointed to the successful G20 Tourism Working Group meeting held in Srinagar in 2023 as a “defining moment” that brought international spotlight and credibility to Jammu and Kashmir as a serious tourism player. “We have strengthened traditional circuits and expanded the horizon of tourism so its benefits reach every corner of the Union Territory,” Sinha said, praising the warmth and hospitality of locals as J&K’s strongest asset.
Reaffirming the administration’s focus on sustainable and inclusive growth, Sinha said the SPREAD strategy—Strategic Promotion and Revamping of Emerging Alternate Destinations—is now being implemented to diversify footfall across lesser-known destinations. “Our aim is to bring nine emerging destinations on the tourism map and provide direct employment to at least five lakh people in the first year,” he said, adding that special initiatives are underway to improve accessibility, including a proposed two-phase ropeway to the Shri Amarnath Ji Shrine to help elderly and specially-abled pilgrims.
On the sidelines of the meet, the ground realities of this tourism revival played out as the annual Shri Amarnath Ji Yatra continued its upward momentum. Over 1.11 lakh pilgrims have paid obeisance at the 3,880-metre-high holy cave shrine since the pilgrimage began on July 3. On Tuesday alone, 18,633 pilgrims—comprising men, women, children, ascetics and security personnel—undertook the demanding trek via the twin tracks of Baltal in Ganderbal and Nunwan-Pahalgam in Anantnag.
Officials reported an increasing rush of devotees with more than 3.5 lakh already registered online and thousands arriving daily at the Jammu base camp. In response, the administration has scaled up logistical support: on-the-spot registration counters were increased to 15; accommodation and lodging facilities for over 50,000 pilgrims have been arranged across 100 centres from Lakhanpur to Banihal; and Radio Frequency Identification (RFID) tags are being issued for safety.
Security remains tight with over 180 companies of the Central Armed Police Forces (CAPF) deployed—30 more than last year—ensuring smooth conduct of the 38-day yatra, which will culminate on August 9. Meanwhile, the holy mace (Chhari Mubarak) is scheduled to begin its ritual journey from Srinagar on August 4, with preliminary ceremonies in Pahalgam beginning on July 10, Guru Purnima.
As faith-driven tourism and national policy converge in Jammu and Kashmir this summer, the Valley appears to be scripting a new narrative—one where pilgrims and policymakers alike walk together on the road to peace, prosperity, and promise.
