Jammu: Chief Secretary Atal Dulloo Thursday chaired a high-level meeting to review the progress of works and strategic initiatives undertaken by the Tourism Department for the promotion and holistic development of tourism across the Jammu region.
The meeting focused on assessing the implementation of various tourism development strategies aimed at strengthening diverse tourism circuits across districts and positioning Jammu as a vibrant, all-season tourism destination.
The meeting was attended by Additional Chief Secretaries of Finance, Tourism, and Public Works Department (PWD), Divisional Commissioner Jammu, Managing Director JKTDC, Director Tourism Jammu, and other senior officers.
Addressing the meeting Chief Secretary emphasized the significant untapped tourism potential in the region, directing the department to prioritize impactful projects under the Capex budget. Immediate interventions are needed at key religious and heritage sites, including Shivkhori, Katra, Uttarbehni, and Purmandal, with the aim of diverting a portion of pilgrims from the Shri Mata Vaishno Devi Shrine to these areas to enhance tourist traffic and develop them into major attractions. Border tourism was highlighted as a critical area for development, particularly at Suchetgarh, which has seen increased visitor interest. The Chief Secretary also called for the exploration of adventure tourism opportunities at locations like Aithem and the Chenab Rail Bridge, suggesting that many projects could be executed through Public-Private Partnerships (PPP). Additionally, he instructed the identification of suitable land around Patnitop for the “One State: One Global Destination” initiative. A review of ongoing promotional strategies underscored the necessity for timely completion of infrastructure projects. The Chief Secretary advocated for a comprehensive strategy to convert the influx of pilgrims into multi-day tourists by promoting leisure, heritage, adventure, and spiritual tourism beyond traditional routes. Detailed assessments were conducted for major pilgrimage circuits and adventure circuits, including Katra–Shivkhori, Uttarbehni–Purmandal, and others. Additional Chief Secretary Finance, Shailendra Kumar, proposed improvements in accessibility to tourist destinations through road upgrades, essential amenities, and enhanced public transport. He also suggested developing entertainment facilities in Jammu city to encourage longer tourist stays. Meanwhile, Additional Chief Secretary Tourism, Ashish Chandra Verma, presented a multi-faceted strategy focusing on thematic tourism circuits, heritage experiences, and infrastructure development to boost tourist numbers and extend their stays. Director Tourism Jammu, Dr. Vikas Gupta, provided insights into executed works and promotional efforts, highlighting the integration of major religious sites within the Katra–Shivkhori circuit. The meeting also discussed key initiatives such as the Adventure Hub and Food Village at Aithem, a rafting center at Baradari, and proposed adventure activities at the Chenab Rail Bridge, alongside plans for water sports at Ranjit Sagar Lake and border tourism promotion. The Tourism Department reported extensive promotional efforts over the past year, including Familiarisation tours, enhanced digital outreach, and successful thematic events like the Jammu Marathon and Winter Carnivals. Publicity campaigns in major cities across the country were also highlighted to position Jammu as a premier tourism destination.
