Tourism booms in J&K despite challenges: Centre  

Srinagar, July 28: In a strong show of confidence in Jammu and Kashmir’s tourism revival, the Union Government has highlighted sustained growth in tourist arrivals and reiterated its commitment to expanding tourism infrastructure and outreach in the region.This comes even as the government acknowledged that a formal economic assessment of the recent Pahalgam terror attack’s impact has not yet been undertaken.Responding to a query in the Lok Sabha raised by MP Asaduddin Owaisi, Union Tourism Minister Gajendra Singh Shekhawat stated that while no study has been conducted to evaluate the attack’s local economic effects, the overall tourism indicators for Jammu and Kashmir remain robust.According to data presented in Parliament from the Jammu and Kashmir Tourism Department, the Union Territory has witnessed a significant surge in both domestic and foreign tourist footfallDomestic tourist arrivals jumped from 25.19 lakh in 2020 to 2.35 crore in 2024, while foreign arrivals grew from 5,317 to 65,452 over the same period. The first half of 2025 alone (January–June) has seen 95.92 lakh domestic and 19,570 foreign tourists, indicating sustained global interest in the region.. To further boost tourism, the Ministry of Tourism has implemented various initiatives under schemes such as Swadesh Darshan, PRASHAD, and Assistance to Central Agencies, aimed at enhancing infrastructure and amenities at key destinations across Jammu and Kashmir.Promotional campaigns have also intensified. National and international initiatives such as Dekho Apna Desh, Chalo India, Bharat Parv, and the International Tourism Mart are actively showcasing Kashmir’s scenic beauty and rich cultural heritage. Additionally, the Incredible India Content Hub—a digital platform offering high-quality visuals, brochures, and promotional films—has been instrumental in enhancing India’s tourism narrative, including that of Kashmir.In addition to traditional tourism, the Ministry is encouraging niche segments such as eco-tourism, wellness, culinary, and rural tourism, broadening opportunities for local communities and attracting diverse visitor interests.Recognizing the role of local hospitality and service quality, the Ministry is also investing in capacity building and skill development through programs like Paryatan Mitra, Paryatan Didi, and the Incredible India Tourist Facilitator (IITF), equipping residents to become ambassadors of Kashmir’s tourism sector.Despite the temporary setback in Pahalgam, the larger picture for Kashmir’s tourism remains hopeful. With consistent government support, community participation, and rising tourist interest, the Valley is poised for a strong and inclusive tourism revival