Tourism – The Jammu and Kashmir government has allocated more than Rs 76 crore over the past two financial years to strengthen tourism promotion across the union territory.

The expenditure details were shared in the Legislative Assembly on Thursday, outlining how funds were distributed between the Jammu and Kashmir divisions during the financial years 2024-25 and 2025-26.

Division-Wise Allocation of Tourism Funds

According to the government’s statement, over Rs 29 crore was spent in the Jammu division, while more than Rs 27 crore was directed toward tourism-related activities in the Kashmir division.

Responding to a query raised by BJP legislator Yudhvir Sethi, officials clarified that in the Jammu division, more than Rs 16 crore was utilised in 2024-25. In the ongoing financial year 2025-26, expenditure has crossed Rs 12 crore so far. Similarly, in the Kashmir division, over Rs 14 crore was spent during 2024-25, while approximately Rs 13 crore has been used in the current fiscal year up to January 2026.

The government indicated that the remaining funds were allocated for union territory-level initiatives and other tourism-related activities.

Focus on Rebuilding Visitor Confidence

Officials informed the House that the spending forms part of a broader strategy aimed at strengthening visitor confidence and increasing tourist arrivals across Jammu and Kashmir. Authorities said special emphasis has been placed on communication and outreach to position the region as a preferred travel destination.

The tourism department has rolled out large-scale digital campaigns, including targeted promotions on social media platforms. Publicity initiatives were also carried out through print publications and electronic media to widen outreach in domestic and international markets.

In addition, the department participated in 10 national and international travel marts to present the tourism potential of Jammu and Kashmir before industry stakeholders, tour operators, and investors.

Celebrity Outreach and Promotional Tours

As part of efforts to generate positive engagement, Bollywood actors were invited for familiarisation tours in the Jammu division during late June and early July 2025. These visits were designed to showcase local attractions and facilitate interaction between film personalities and tourism stakeholders.

Officials said such initiatives are intended to enhance visibility and build a favourable perception of the region among prospective travellers.

Winter Sports and Infrastructure Development

The government also highlighted steps taken to promote winter tourism. Sporting events were organised in Bhaderwah on January 17 and 18, 2026, with another winter sports programme scheduled at Sartal on February 8.

To support these activities, Rs 3 crore has been sanctioned for the development of winter sports infrastructure in Bhaderwah and the Basohli-Sartal belt during the 2025-26 financial year. Authorities believe that strengthening facilities for snow-based sports will help attract adventure tourists and extend the tourism season beyond traditional peak months.

Extensive Regional Promotion Campaigns

Beyond large-scale events, the administration said 78 promotional activities were conducted across the Jammu region. These included advertising through hoardings, newspaper campaigns, radio broadcasts, and social media outreach.

A significant portion of these campaigns focused on promoting the annual Shri Amarnath Ji Yatra along with other key destinations in the region. Officials maintained that sustained publicity is necessary to ensure consistent tourist footfall and to support local businesses dependent on the travel sector.

The government reiterated that tourism remains a priority area for economic growth in Jammu and Kashmir, with continued investment aimed at strengthening infrastructure, marketing efforts, and event-based engagement to attract visitors from across India and abroad.