By Ovaise Gul
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31 Mar 2026

J&K attracts over 6.25 crore tourists in three years

1.57 lakh foreigners among visitors OOH campaign elevates J&K as all-season destination

Srinagar, Mar 30: Jammu and Kashmir has witnessed a significant stride in the tourism sector as over 6.25 crores tourists, including 1.57 lakh foreigners, visited the region in the last three years. According to the details, the highest tourist footfall was recorded in 2024 with a total of 2.36 crores people visiting the region, surpassing all the previous records. In 2023, around 2.12 crores (21,180,011) tourists visited Jammu and Kashmir. Out of them, over 2.11 crores (21,124,674) are domestic and 55,337 are foreigners. In 2024, over 2.36 crores (23,590,081) visited the region, while over 2.35 crores (23,524,629) among them were domestic and 65,452 were

foreigners. However, the region witnessed a slight slump in the tourist arrivals in 2025 as over 1.78 crores (17,765,390), including 1.77 crores (17,728,980) domestic and 36,410 foreigners, visited the region. In the last three years, J&K has seen over 6.24 crores (62,378,283) domestic visitors and 157,199 foreign tourists. Meanwhile, the tourism department has stated that it is actively promoting and branding tourism in Jammu & Kashmir through high-impact events, festivals, stakeholder engagements, participation in travel marts and advertising campaigns to enhance its visibility in domestic and international markets. According to the data, the Tourism department has stated that several major events and festivals were organised

to showcase cultural heritage, natural beauty, adventure tourism and MICE potential, including tourism dialogues, golf tournaments, conferences, marathons, conventions, New Year celebrations, and a winter carnival at key destinations like Srinagar, Gulmarg, Pahalgam, Sonamarg, Patnitop and Bhaderwah. Furthermore, the department has participated in prominent international (Paris, Singapore, London, Madrid) and domestic (Jaipur, Kolkata, Bengaluru, Ahmedabad, Puri, Pune, Hyderabad, Kochi) travel marts, enabling strong destination branding, B2B interactions, and promotion of niche tourism products. An extensive Out-of-Home (OOH) advertising campaign was also carried out at major locations such as Chennai and Kolkata airports, significantly enhancing J&K's visibility as a premier, all-season tourist destination.