Govt-Pvt investment to develop emerging destinations
Vertical lift, golf course, convention centre among projects
Mohinder Verma
JAMMU, Feb 10: Jammu and Kashmir is rapidly emerging as a preferred hub for film shoots, OTT productions and destination weddings with over 72 film and digital projects filmed in the Union Territory during the past year reflecting its growing cinematic appeal, scenic diversity and renewed tourism momentum.
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Riding on this surge, the Government is set to introduce a major sustainable tourism project aimed at developing emerging destinations through a mix of public investment and private sector participation to broaden the tourism footprint across the region.
According to the Economic Survey 2025-26 presented in the Legislative Assembly recently by Chief Minister Omar Abdullah, who also holds the Tourism portfolio, Jammu & Kashmir has become a popular destination for high-end weddings and film productions, showcasing its cinematic appeal and cultural richness.
The Survey noted that Jammu & Kashmir features world-renowned destinations such as Dal Lake, Gulmarg, Pahalgam, Sanasar, Doodhpathri, Yousmarg, Achabal, Bagh-e-Bahu, Mantalai, Kishtwar, the Seven Lakes in Rajouri, Poonch, Basohli, Tosamaidan and the historic Mughal Road. With a pleasant climate throughout the year, the UT is increasingly being positioned as a “destination for all seasons” and the Department of Tourism has enhanced infrastructure under the UT Sector Capex Budget and central schemes like PMDP, SWADESH and PRASAD, upgrading major tourist locations.
The J&K Tourism Policy 2020 continues to guide sustainable tourism growth, focusing on infrastructure development, strengthening tourism-related industries, diversifying into niche segments and positioning tourism as a key driver of employment generation and poverty alleviation while maintaining ecological balance.
Aggressive promotional campaigns, participation in national and international travel marts and digital outreach have significantly boosted tourist footfall. High-profile events such as the Kashmir Marathon, Jammu Half Marathon, the first Sunburn Music Festival in Jammu and the inaugural F4 car show in Srinagar have further enhanced the region’s profile as a vibrant tourism destination.
Under Swadesh Darshan 1.0, a modern convention facility at Gulmarg was completed at a cost of Rs 21 crore to promote MICE tourism. Additionally, Rs 390 crore has been earmarked under the UT Capex Budget for FY 2025-26 to strengthen tourism infrastructure across multiple locations, with 611 projects already completed, including works related to the Shri Amarnath Ji Yatra.
Key initiatives include six SASCI projects, development of a tourist village at Pahalgam, refurbishment of lighting at Beetab Valley and infrastructure upgrades at Bhagwati Nagar, Tangnar, Sarbal Sonamarg and Sarwadhar Meadows, along with 25 priority tourism projects and a children’s play-pool at Jhajjar Kotli.
Tourism authorities are also focusing on IT-driven branding, eco-friendly infrastructure, adventure and wellness tourism, pilgrimage circuits, golf tourism, human resource development and private sector participation to promote offbeat destinations and ensure high-quality visitor services, strengthening J&K’s position as a world-class, all-season tourism hub.
On the way forward, the Economic Survey said that Jammu & Kashmir is focusing on promoting sustainable and diversified tourism through initiatives such as SLETD for lesser-known destinations and the “One Destination in Each State/UT” programme to develop world-class tourist locations.
“The Government is going to introduce a major project for sustainable development of emerging tourist destinations with investment from Government funding as well as private sector participation to broaden the tourism footprint in Jammu & Kashmir. This will generate employment opportunities and ensure that the benefits of tourism reach remote and unexplored areas,” the Survey said.
The programme will focus on developing new tourist destinations, promoting homestays, rural and border tourism and encouraging community participation in tourism activities.
In the latest push, the Government is upgrading public convenience facilities at more than 50 tourist locations and undertaking new projects including a vertical lift connecting Peerkho to Mubarak Mandi, a convention centre near Sidhra Golf Course through PPP mode and a state-of-the-art golf course at Sanasar to enhance leisure tourism.
“Infrastructure for the Shri Amarnathji Yatra is also being strengthened to ensure a safer and more comfortable pilgrimage experience, reinforcing Jammu & Kashmir’s ambition to emerge as a world-class, sustainable and all-season tourism hub,” the Economic Survey added.
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