Jammu, Jul 02, 2025: In the wake of the Pahalgam terror attack, which left 26 dead and spurred national concern, tourists are now gravitating toward Jammu’s serene, lesser-known destinations—ushering in an unexpected spotlight on the region’s hidden travel treasures.
From the misty meadows of Bani and Basohli in Kathua to the lush serenity of Panchari in Udhampur and Batote in Ramban, these locales are witnessing a noticeable rise in footfall, especially from Punjab and adjoining regions, as travellers look for scenic yet secure alternatives beyond the traditional Vaishno Devi route.
A Route to Revival
Basohli is now easily accessible via the Atal Setu bridge, connecting it directly to Dunera in Punjab. Bani lies just a scenic drive ahead, with public transport available. Panchari and Ramban, nestled along the Jammu-Srinagar National Highway, are equally accessible, offering calm and cool getaways from the sweltering plains.
However, a longstanding lack of investment in tourism infrastructure—from patchy roads to inadequate accommodations—has long held back the region’s potential. These gaps are finally coming into sharper focus as demand surges.
A Shift in Visitor Demographics
While local travellers have always frequented these spots, the post-Pahalgam security concerns have brought a wave of new tourists from Punjab and neighbouring states, boosting areas like Patnitop and Bhaderwah, which were already favourites.
Babu Ram Tandon, CEO of the Bani-Basohli Tourism Development Authority, confirmed the growing traction:
“We’re seeing a marked rise in tourist footfall, particularly in Sarthal, which is emerging as a major draw. The natural climate advantage and scenic beauty are attracting people from Punjab and the Jammu plains.”
While he admits current facilities in Bani and Basohli are modest, he says upgrades are actively underway. With Basohli offering a sweeping view of Ranjit Sagar Dam—and sitting at the confluence of Punjab and Himachal Pradesh borders—the location has strategic potential to emerge as a top-tier tourism hub.
Voices from the Ground
Mudasar Ali, a social activist from Bani, emphasized the untapped value:
“Bani and Basohli offer the charm of Kashmir’s landscapes. With serious infrastructure support, these could rival the valley. But so far, political will is lacking.”
Similarly, Panchari, tucked away in Udhampur, is witnessing a subtle boom. Despite limited accommodations, JKTDC huts leased to private operators are in high demand.
Jasbir Singh, District Development Council member from Udhampur, highlighted Panchari’s eco-tourism potential:
“Our focus is on preserving ecology while generating income. The clean air, green surroundings and community-driven ethos are attracting more visitors.”
Currently, Panchari hosts two hotels, several guest houses, and homestays—most filled with visitors from Jammu and Punjab.
The Way Ahead
As security concerns redirect travel choices, Jammu’s overlooked destinations are seeing their moment in the sun. But sustaining this momentum will require more than nature’s beauty—it will need policy vision, infrastructure investment, and community-driven tourism models to transform potential into permanence
