CS discusses plans with stakeholders to boost tourism in Jammu

Jammu, Apr 18: In a significant move towards revitalising tourism in Jammu division, the Department of Tourism today presented a strategic and action oriented roadmap to the Chief Secretary, Atal Dulloo, regarding promotion of tourism across the region, during an exclusive meeting held here in this regard.
Besides Commissioner Secretary, Tourism; Secretary, PWD and Divisional Commissioner, Jammu, the meeting was attended by CEO, Shri Mata Vaishno Devi Shrine Board; Deputy Commissioners Jammu, Reasi and Udhampur; Director Tourism, Jammu and other concerned officers of the department. In addition, the meeting was also attended by the major tourism and travel operators including hoteliers and traders.
Dulloo impressed on the department to redouble efforts towards vigorous promotion and publicity of the tourism circuits. He enjoined upon them to be proactive across all the social media platforms, using the services of influencers there to reach out to the masses. He asked for starting rafting and paragliding at some of the places across the region, taking utmost care of the safety parameters. He also asked for roping in the professionals in this tourism trade activity to train the youth.
The Chief Secretary asked the department to frame the Homestay policy as soon as possible with other guidelines for registration of BnB enterprises. He also directed for devising the loan product for development of Home-stays in the region as per the past directions.
On the occasion, Commissioner Secretary, Tourism, Yasha Mudgal, gave a presentation detailing the multifaceted approach focused on thematic circuits, adventure tourism, heritage experiences, infrastructural upgrades and promotion of offbeat destinations, aimed at making Jammu a year-round diversified tourist destination.
Several itineraries were proposed in these circuits based on thematic, heritage, adventure, pilgrim and other offbeat destinations to prolong the stay of tourists here besides encompassing the tourism spots across adjacent districts.
Additionally, a Rs 4 crore project was proposed under CAPEX 2025–26 to develop a full-fledged paragliding facility, complete with lounges, cafes, sunset points and public utilities at Aithem
With respect to the iconic Chenab Railway Bridge, it was given out that a Tourist Information Centre (TIC) and branding initiatives are underway at the world’s highest railway bridge site, with audio-visual content to engage the visitors and enhance their experience on visiting this engineering marvel.
As far as promotion of Border Tourism is concerned, a major upgrade of the Suchetgarh border site including a pavilion expansion of the capacity of around 3000 persons and establishment of a museum was also revealed to make it a round the year tourism destination.
With respect to the marketing and promotional strategies, a plethora of material in the shape of high-quality brochures, thematic leaflets and district-specific collaterals were released to bolster visibility across the country.
These destinations were also promoted through participation in leading Travel Marts like SATTE (Delhi) and OTM (Mumbai), the meeting was informed. It was said that hosting of PGTI Golf Tournaments at Jammu Tawi Golf Course for national and international exposure are now a regular feature thereby showing the steady success of the department in showcasing Jammu as an independent tourism place on the map.