How Much Did the J&K Government Spend on Tourism Promotion?
Synopsis
The Jammu and Kashmir government has invested significantly in tourism promotion, spending Rs 76 crore over two years. This strategic investment aims to boost tourism in both Jammu and Kashmir divisions, with initiatives to enhance traveler confidence and attract visitors through various campaigns. Discover the details of these efforts and their impact on the region's tourism.
Key Takeaways
Investment: Over Rs 76 crore spent on tourism.
Jammu Division: Rs 29 crore allocated.
Kashmir Division: Rs 27 crore allocated.
Digital Marketing: Aggressive strategies employed.
Winter Sports: Events and infrastructure development planned.
Jammu, Feb 12 (NationPress) The government of Jammu and Kashmir announced on Thursday that it has allocated over Rs 76 crore for tourism promotion in the union territory over the past two years. Out of this, more than Rs 29 crore was invested in the Jammu division and over Rs 27 crore in the Kashmir division.
The authorities informed the Legislative Assembly that these expenditures were incurred during the financial years 2024-25 and 2025-26.
In response to a query from BJP MLA Yudhvir Sethi, the government disclosed that in the Jammu division, over Rs 16 crore was spent in 2024-25, while Rs 12 crore has been utilized in 2025-26 to date. Meanwhile, the Kashmir division saw an expenditure of over Rs 14 crore in 2024-25 and Rs 13 crore in the current financial year until January 2026.
The government stated that numerous initiatives have been launched to rebuild traveller trust and elevate tourism numbers throughout the union territory.
Efforts include robust digital marketing, engaging social media campaigns, and promotions via print and electronic media.
The department also took part in 10 national and international travel marts to highlight Jammu and Kashmir's tourism allure.
To generate favorable media attention, popular Bollywood personalities were invited for familiarization (FAM) tours in the Jammu division from June 28-30 and July 2-6, 2025, where they engaged with local stakeholders.
Moreover, the government revealed to the House that winter sports events were hosted at Bhaderwah on January 17-18, 2026, and another event is planned at Sartal on February 8. A budget of Rs three crore has been earmarked for enhancing winter sports facilities at Bhaderwah and Basohli/Sartal during 2025-26.
Additionally, 78 promotional events have been conducted across the Jammu region, featuring campaigns through hoardings, newspapers, radio, and social media to promote the Shri Amarnath Ji Yatra and other tourist attractions, as stated by the government.
Point of View
It is evident that the Jammu and Kashmir government's focused investment in tourism not only reflects a commitment to economic revitalization but also showcases the region's potential as a premier travel destination. Such initiatives are crucial for restoring traveler confidence and enhancing local economies, aligning with national interests to promote tourism growth.
NationPress
10 May 2026
Frequently Asked Questions
How much did the J&K government spend on tourism?
The Jammu and Kashmir government spent over Rs 76 crore on tourism promotion in the last two years.
What was the allocation for the Jammu division?
Over Rs 29 crore was spent on tourism promotion in the Jammu division.
How is the government promoting tourism?
The government is using digital marketing, social media campaigns, and has participated in travel marts to promote tourism.
Are there any winter sports events planned?
Yes, winter sports events have been organized, including one at Bhaderwah and another scheduled at Sartal.
What initiatives are in place to restore traveller confidence?
Several initiatives including aggressive marketing and outreach through various media channels have been implemented to restore traveller confidence.
