JAMMU: Tourism is deeply ingrained in the culture and economy of Jammu and Kashmir, and the government is committed to making it a key pillar of economic growth. Presenting the budget, Finance Minister Omar Abdullah announced an ambitious target to increase tourism’s contribution to the Gross State Domestic Product (GSDP) from the current 7 per cent to at least 15 per cent over the next four to five years.
In 2024, Jammu and Kashmir recorded an unprecedented 2.36 crore tourist visits, reaffirming its status as a premier destination. The Gulmarg Gondola alone saw 7.68 lakh visitors, while the Kashmir Marathon in October 2024, featuring 1,800 international participants, placed the region firmly on the global marathon map. Offbeat destinations such as Shiv Khori, Mansar-Surinsar, Patnitop, Doodhpathri, and Lolab are drawing increasing numbers of visitors, while the revival of border tourism in Gurez, Keran, Karnah, and Suchetgarh is driving local economic activity.
Recognising the sector’s potential, Omar Abdullah highlighted that tourism has been granted industry status, which will facilitate investment and infrastructure development. Master plans are being prepared for major destinations like Gulmarg, Pahalgam, and Sonamarg, alongside improvements in emerging tourism hubs.
A key initiative in the tourism strategy is the expansion of homestays. Under the Home Stay Policy, the government aims to significantly increase the number of registered homestays, particularly in rural and offbeat locations, to provide authentic experiences for visitors while boosting local incomes.
To promote sustainable tourism, the administration is actively seeking multilateral and central funding through the SPREAD (Sustainable Promotion of Emerging Alternate Destinations) initiative. This will support the development of world-class alternative destinations, easing pressure on heavily visited locations. With assistance from the Centre, initial planning is already underway to ensure balanced tourism growth across the Union Territory.
Water-based tourism is another focus area, with efforts to promote activities such as kayaking, canoeing, and paddle boating. Facilities at Manasbal Lake are being upgraded, while Ranjit Sagar Lake will soon offer jet skiing, speed boating, and houseboat accommodations.
Winter sports infrastructure has also received significant attention. Drag lifts have been made operational in Sonamarg and Gulmarg, and the newly inaugurated Z-Morh Tunnel has transformed Sonamarg into an all-weather destination. Omar Abdullah expressed his vision of Sonamarg emerging as a major winter sports hub alongside Gulmarg, strengthening Jammu and Kashmir’s global reputation in skiing and ice-skating.
The government is also working to establish Jammu as a leading tourism centre. Plans include a state-of-the-art water park at Dwara Village near Sidhra Golf Course under the Public-Private Partnership (PPP) model. Jambu Zoo is being expanded to include new species and exotic birds, while Basohli is being developed as an adventure tourism hub. A vertical lift will soon connect Peerkho to the historic Mubarak Mandi Complex, and a proposal for a convention centre near Sidhra Golf Course is under consideration. These initiatives aim to position Jammu as a hub for pilgrim, cultural, adventure, and heritage tourism.
Jammu and Kashmir is also re-emerging as a prime destination for film production, attracting interest from global filmmakers. Omar Abdullah reiterated the government’s commitment to operationalising the Film Policy, making the region a preferred location for shooting.
However, with growing tourism comes the challenge of sustainability. Waste management, particularly plastic waste at tourist sites, remains a pressing concern. To address this, the government will introduce an Eco-Tourism Policy to ensure that Jammu and Kashmir develops as a world-class, environmentally responsible tourism destination.
To further strengthen the tourism and hospitality sector, the government will establish a multi-stakeholder Advisory Committee to address key challenges and recommend policy measures. With a clear roadmap and strategic initiatives, Omar Abdullah’s budget underscores a vision of transforming Jammu and Kashmir into a global tourism powerhouse, leveraging its natural beauty and cultural heritage for long-term economic growth.
