New Delh: In the wake of the recent terror attack in Pahalgam and the heightened security operations under Operation Sindoor, Jammu and Kashmir’s tourism-dependent economy has taken a significant hit. Responding to these challenges, the Centre has outlined five key focus areas aimed at reviving tourism and supporting local livelihoods, according to top government sources. This initiative comes amid repeated appeals from Jammu and Kashmir Chief Minister Omar Abdullah for central assistance to stabilize the region’s fortunes.
The first area of focus is strategic promotion and public reassurance. The government plans to launch a widespread campaign involving celebrities, influencers, and top political leaders to convey that India has taken a firm stand against terrorism and that the region is safe for travel. Several Union Ministers are expected to visit Jammu and Kashmir in the coming weeks as part of this confidence-building initiative. Officials also revealed that many foreign delegations have expressed interest in visiting the region post-attack, which could further boost international confidence.
Secondly, the government aims to identify and develop new tourist destinations beyond the traditional spots like Gulmarg and Pahalgam. At least three to four new locations in both the Jammu and Kashmir divisions have been shortlisted to help diversify tourism offerings and reduce the burden on existing hotspots.
A third pillar of the strategy is financial support and infrastructure development, with the Centre exploring partnerships with institutions like the World Bank to fund new tourism projects and improve essential facilities at emerging destinations.
Fourth, the Centre is committed to directly supporting Jammu and Kashmir’s economy, which has been severely impacted by travel cancellations following the terror attack. Financial assistance packages are being considered to aid recovery efforts and restore livelihoods dependent on the tourism sector.
Lastly, the government is looking to develop untapped areas with high potential, including promoting religious and adventure tourism. Many ancient temples and remote cultural sites that have long been overlooked are now being considered as new focal points for attracting visitors and generating local employment.
Since the abrogation of Article 370 in 2019, Jammu and Kashmir has witnessed a sharp rise in tourism. Between 2021 and 2024, the Jammu region consistently attracted more visitors than the Kashmir Valley. In 2024 alone, over 20 million tourists visited Jammu, compared to approximately 3.5 million in Kashmir.
With these five focus areas, the Centre hopes to not only revive tourism in the Union Territory but also instill long-term confidence among travelers and investors, ensuring sustainable economic growth for the region.
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