Dulloo assesses roadmap for transforming Jammu into a diversified tourist destination
Jammu : Chief Secretary, Atal Dulloo Saturday chaired a meeting to review the works and initiatives undertaken by the Tourism Department for promoting and strengthening tourism across the Jammu region. The review focused on evaluating progress, enhancing infrastructure, and formulating strategies to position Jammu as a vibrant, year-round tourism destination. The meeting was attended by ACS Tourism; ACS, PWD; Divisional Commissioner, Jammu; CEO, Shri Mata Vaishno Devi Shrine Board; Deputy Commissioners of Jammu, Reasi and Udhampur; Managing Director, JKTDC; Director Tourism Jammu, and other senior officers of the department.
Speaking about the immense tourism potential of the region Chief Secretary emphasized the significant tourism potential of the region, urging the department to enhance promotion and publicity for both existing and emerging tourism circuits while ensuring the timely completion of ongoing projects. A comprehensive strategy is needed to transform the influx of pilgrims into multi-day tourists by encouraging exploration of leisure, heritage, adventure, and spiritual experiences beyond traditional pilgrimage routes. He highlighted the importance of leveraging digital platforms and social media, including partnerships with influencers, to broaden outreach and attract both national and international tourists. The introduction of adventure activities such as rafting, paragliding, bungee jumping, and water sports is expected to position Jammu as a year-round tourism hub, creating substantial employment opportunities for local youth. During the meeting, the progress of key pilgrimage circuits, including Katra–Shivkhori and Uttarbehni–Purmandal, was reviewed, along with adventure circuits like Aithem Jammu, Chenab Rail Bridge, Baradari, and Ranjit Sagar Lake. The ACS Tourism, Ashish Chander Verma, presented a multifaceted approach focusing on thematic circuits, heritage experiences, adventure tourism, infrastructure development, and the promotion of offbeat destinations to increase tourist footfall and encourage longer stays. Director Tourism Jammu, Dr. Vikas Gupta, provided updates on completed works and promotional efforts across various circuits, particularly the Katra–Shivkhori circuit, which integrates major religious centers and historic sites. Notable investments include ₹3.55 crore completed at Shivkhori this year and ₹44.53 crore in development plans for Katra under the PRASAD scheme, along with ₹11.50 crore for the Uttarbehni–Purmandal circuit. The meeting also discussed the development of an Adventure Hub and Food Village at Aithem Jammu, a rafting center at Baradari, and potential activities like bungee jumping and ziplining at the Chenab Rail Bridge. Proposals for water sports at Ranjit Sagar Lake and border tourism promotion at Suchetgarh and Gharana were also explored. A rejuvenation plan for Mansar under Swadesh Darshan 2.0 was deliberated, focusing on infrastructure improvements to enhance visitor experiences. Promotional efforts by the Tourism Department included FAM tours with Bollywood celebrities, increased social media engagement, and thematic events such as the Dogri Food Festival. Extensive publicity campaigns have been conducted in major cities across India. Additionally, an annual Half Marathon is set to be organized on the third Sunday of March, starting this year in December, aimed at establishing Jammu as a holistic tourist destination with world-class facilities and diverse experiences for visitors.
