For decades, Jammu has remained a silent sufferer of systematic neglect in the tourism sector, despite its immense scenic beauty, cultural richness, ecological diversity, and religious heritage. These qualities place Jammu on par with – and at times ahead of – many of India’s most celebrated tourist destinations. Yet, instead of being promoted for its strengths, Jammu has been largely reduced to a transit point, a mere gateway to the “Paradise on Earth” Kashmir and the “Moon-land” of Ladakh. The irony is evident; first-time tourists heading towards the Valley or Ladakh begin wearing woolens the moment they reach Jammu Railway Station, even during scorching summers, because they know nothing about the climate and culture, least to speak of treasures that Jammu itself holds. Beyond Shri Mata Vaishno Devi Shrine, Patnitop, Surinsar and Mansar, the people outside Jammu and Kashmir know very little about the region.
Since 1992, not a single new location in Jammu has been notified as an official tourism destination. This prolonged administrative indifference sharply contrasts with the steady, structured, and generously funded tourism development in Kashmir, where new circuits, festivals, sports events, infrastructure projects, and promotional campaigns are launched year after year. The imbalance is stark and raises a valid question: why has Jammu’s vast tourism potential remained unmapped and ignored for so long? The comparison with Kashmir is not a routine rhetoric of discrimination. It is necessary to highlight a fundamental fact: Jammu’s tourism should have been developed alongside Kashmir, not at its cost. Growth in Kashmir should never have meant stagnation in Jammu. Yet policy choices over the years have produced precisely that outcome.
The neglect becomes even more glaring when one considers the sheer variety of attractions scattered across Jammu. Take Basohli – globally known for the Basohli School of Pahari Miniature Painting and often called the “land of miniatures.” Its spectacular river views and quiet landscapes offer enormous potential for river tourism, art tourism, eco-resorts, and heritage circuits. Despite this, Basohli remains missing from the official tourism map. There is no branding, no infrastructure support, and in many areas not even basic facilities such as roadside eateries, good Dhabas in common parlance. While every lakefront and meadow in Kashmir receives government focus, Basohli’s riverfront stays undeveloped.
Jammu has enormous untapped potential in adventure, pilgrim and spiritual tourism. Manthal is one such spot that can be developed as a promising destination if the government and the private sector show any interest. Manthal may be a small area near the Mata Vaishno Devi shrine in Katra, but it holds quiet promise as a peaceful, spiritually rich stopover for visitors. Away from the rush of the main pilgrimage route, Manthal offers a calm environment, natural beauty and the charm of an untouched rural setting. With thoughtful development like better road connectivity, basic tourist facilities and promotion of its serene landscape, Manthal can easily grow into an attractive destination for pilgrims and tourists seeking tranquility, short nature walks, and an authentic local experience alongside their visit to the holy shrine.
Similarly, Mantalai has all the prerequisites needed to become an international-standard yoga and wellness destination. Its clean environment, serene landscapes, spiritual heritage, and natural beauty offer the perfect setting for yoga camps, wellness therapies, meditation courses, and nature-based healing. With proper planning, modern facilities, and effective promotion, Mantalai could easily attract visitors from across India and the world, giving Jammu a strong place on the global spiritual tourism map.
Billawar presents another striking example. Home to the sacred Sukrala Mata Shrine, it has the potential to grow into a major pilgrimage destination, much like Mata Vaishno Deviji or the Shri Amarnathji Shrines. With improved facilities, better roads, and festival-centric promotion, Billawar could attract huge footfall from neighbouring states. Yet the area has virtually remained frozen in time – no tourist information campaigns, no dedicated yatri facilities, no major infrastructure projects. Meanwhile, Kashmir’s pilgrim tourism continues to receive heavy publicity, streamlined facilities and sustained government push.
Reasi district, too, stands as a symbol of wasted opportunity. With its fast-flowing Chenab River, deep gorges, and dense forests, Reasi could easily become North India’s next major adventure tourism hub. The region offers ideal terrain for rafting, trekking, camping, rock climbing, and other adventure sports. Properly developed, it could meaningfully complement the pilgrim magnet of Vaishno Devi. Yet apart from occasional proposals, nothing significant has materialised, while adventure tourism in Kashmir – skiing in Gulmarg, trekking in Sonamarg, gondola rides – continues to expand and attract lakhs of visitors annually.
This Kashmir-centric approach is not merely perceived; it is reflected in policy decisions, budget allocations, and tourism promotion. Kashmir routinely receives winter tourism drives, film festivals, G-20 events, national branding campaigns, and regular identification of new tourist destinations such as Gurez, Bangus Valley, Tosa Maidan, and Doodhpathri. In contrast, Jammu continues to wait even for basic recognition of destinations that already enjoy local popularity. Even in aero-adventure tourism, Jammu is overlooked. Regions like Udhampur, Samba, Reasi, and parts of Jammu district possess the perfect terrain and weather for paragliding and aero-sports. Himachal and Uttarakhand have built thriving tourism economies around similar landscapes. Yet Jammu still awaits its first fully developed paragliding site, while Kashmir actively promotes heli-skiing, winter sports, and snow-based aero-adventures every year.
A major factor in Jammu’s stagnation is the absence of an updated and officially notified tourism map. When the government does not declare new destinations, private investors stay away. Investors need policy certainty, defined zones, and long-term assurances before committing to hotels, eco-resorts, river cafés, trekking lodges, water-sports facilities, or adventure parks. Jammu has immense potential, but without official status, no major investor steps forward. Kashmir, on the other hand, benefits from well-supported tourism zones and consistent recognition of new locales.
If Jammu is to finally break free from this cycle of neglect, a strategic course correction is essential. The government must begin by officially identifying and notifying new tourism destinations in Basohli, Billawar, Reasi, Akhnoor, the Katra-Bhairon Valley belt, the Sudh Mahadev-Mantalai circuit, the Chenab basin, Patnitop’s hinterland, and the border tourism zone around Suchetgarh. Each destination should have a well-prepared master plan developed in consultation with experts and local communities. Once official recognition is granted, private investment can be drawn into hospitality, adventure infrastructure, cultural centres, and eco-friendly facilities. At the same time, Jammu must finally receive its fair share of national tourism campaigns, festivals, and inter-state collaborations.
The truth is straightforward: Jammu has all the ingredients needed to emerge as a major tourism powerhouse, but potential alone does not create progress. For decades, tourism policies and administrative priorities have tilted overwhelmingly toward the Kashmir Valley, leaving Jammu under-recognised, underdeveloped, and unfairly sidelined. Pointing out this imbalance is not about discrimination; it is about fairness and the right to equal developmental opportunities. A region so rich in nature, culture, faith, art, and adventure deserves not indifference but vision, investment, and a rightful place in the tourism narrative of the Union Territory.