JAMMU, November 23, 2025 : Chief Secretary Atal Dulloo has called for a targeted and innovative tourism strategy to transform Jammu’s massive pilgrim inflow into long-stay, high-value tourism, emphasising that the region’s vast potential in leisure, heritage, adventure and spiritual offerings remains underutilised.
Chairing a high-level review meeting of the Tourism Department, Dulloo underlined the need to expand Jammu’s appeal beyond core pilgrimage routes by leveraging digital platforms, influencers, and focused promotion campaigns to reach national and international travellers.
Push for Year-Round Tourism
The meeting assessed infrastructure progress, promotional initiatives and ongoing projects across Jammu’s major tourism circuits. Dulloo stressed that Jammu must be projected as a vibrant, 365-day destination, fuelled by adventure sports like rafting, paragliding, bungee jumping and water activities, which he said could both enhance visitor experience and generate significant youth employment.
Circuit-Wise Review
The Chief Secretary reviewed the development status of several key circuits:
-
Pilgrimage Circuits:
-
Katra–Shivkhori
-
Uttarbehni–Purmandal
-
-
Adventure Circuits:
-
Aithem (Jammu)
-
Chenab Rail Bridge
-
Baradari (Reasi)
-
Ranjit Sagar Lake (Kathua)
-
-
Leisure & Scenic Circuits:
-
Patnitop–Sanasar
-
Surinsar–Mansar
-
Rajouri–Poonch
-
Bani–Bhadarwah
-
Sinthan–Wadwan
-
Infrastructure & Development Updates
Director Tourism Jammu Vikas Gupta presented the accomplishments and plans:
-
₹3.55 crore worth of works completed at Shivkhori this year.
-
DPRs worth ₹44.53 crore prepared for Katra under the PRASAD scheme.
-
₹11.50 crore spent on upgrading the Uttarbehni–Purmandal circuit.
-
Integration of major religious centres such as Shri Mata Vaishno Devi, Shivkhori, Krimchi Temples, Raghunath Temple, and Ranbireshwar Temple into a cohesive pilgrimage experience.
Officials highlighted a multi-layered tourism expansion plan, focusing on thematic circuits, heritage trails, offbeat destinations, adventure tourism, and infrastructure enhancement to encourage longer tourist stays and diversified experiences.
Annual Half Marathon to Boost Brand Jammu
The department also announced that starting this year, a Half Marathon will be held annually on the third Sunday of March. The event—supported by ideal weather and peak tourist flow—aims to further elevate Jammu’s profile as a holistic tourism destination.
The initiative will be formally launched in December and is expected to enhance Jammu’s visibility as a standalone, world-class tourist hub.
