Jammu, January 17, 2026 : Chief Secretary Atal Dulloo on Friday said that the tourism sector in Jammu and Kashmir, which suffered a major setback following the April 22 Pahalgam terror attack and subsequent adverse weather conditions, is gradually witnessing a recovery, with tourist arrivals picking up as conditions improve.
In a video interview, Dulloo said the combined impact of the terror attack and heavy rains and floods caused significant losses to the tourism industry in 2025. However, with improving weather and the phased reopening of tourist destinations, the sector is now showing positive signs of revival.
“As weather conditions improve, tourist arrivals have started increasing again. The recovery is gradual, but the trend is encouraging,” the Chief Secretary said.
He noted that the government is reassessing its tourism strategy to ensure preparedness for rising footfall and sustainable growth. “As tourism grows, we must evaluate our capacity to manage increasing numbers. This requires a reassessment of strategy, infrastructure and destination management,” he added.
Dulloo stressed the need to develop new tourist destinations to reduce pressure on traditional hotspots that often exceed their carrying capacity during peak seasons. He said spreading tourist footfall more evenly would not only protect fragile ecosystems but also generate employment, boost infrastructure development, attract investment and reduce seasonal fluctuations.
The tourism sector was severely hit after the Pahalgam attack, in which 26 civilians, including 25 tourists, were killed. In the aftermath, around 50 tourist destinations and resorts were closed for security reasons. Several sites have since been reopened, while others will be opened after completion of security audits.
The Chief Secretary said a major project for sustainable tourism development has been conceptualised and its implementation is being carefully planned, including transport connectivity and supporting infrastructure. The focus, he said, will remain on long-term, balanced growth.
Referring to the SPREAD initiative, Dulloo said the project aims to decongest overcrowded tourist spots by developing eco-sensitive, year-round alternatives while balancing economy, ecology and equity. Supported by the Department of Economic Affairs and implemented through the Economic Reconstruction Agency, the initiative will focus on infrastructure creation, waste management, ecological conservation and livelihood generation.
“Community participation and private sector involvement are central to SPREAD, which envisions holistic development across both Jammu and Kashmir regions in line with global best practices,” he said.
Highlighting Jammu’s rising pilgrim footfall, Dulloo emphasised the need for a targeted strategy to convert pilgrims into longer-stay tourists. He called for promoting leisure, heritage, adventure and spiritual tourism beyond traditional pilgrimage routes.
He also stressed proactive use of digital platforms, social media and influencer collaborations to attract national and international tourists, and underlined Jammu and Kashmir’s potential as a year-round tourism destination.
The Chief Secretary said the introduction of adventure activities such as rafting, paragliding, bungee jumping and water sports would transform the region into a major tourism hub while generating large-scale employment for local youth.
