Sat Sharma raises J&K tourism issues in Rajya Sabha, Govt highlights major initiatives & rising footfall

New Delhi : Bharatiya Janata Party Jammu & Kashmir President and Member of Parliament, Rajya Sabha, Sat Sharma, CA, forcefully raised key issues related to the development and promotion of tourism in the Union Territory of Jammu & Kashmir during the ongoing session of the Rajya Sabha.
Responding promptly to the unstarred question Union Minister for Tourism, Gajendra Singh Shekhawat presented a comprehensive overview of tourist inflow and initiatives aimed at enhancing tourism infrastructure and employment in the region. In 2024, the Shri Mata Vaishno Devi Shrine attracted 94.55 lakh visitors, while in 2025, the number was 69.32 lakh, indicating the shrine’s ongoing religious and tourism importance. The Minister shared district-wise statistics for the Jammu region, noting that over 2 crore domestic tourists visited in 2024, with provisional figures showing over 1.62 crore in 2025. Significant tourist activity was reported in districts such as Reasi, Udhampur, Rajouri, Poonch, Doda, Ramban, and Kishtwar, highlighting the region’s appeal for both pilgrimage and offbeat tourism. Regarding infrastructure, Shekhawat mentioned that six projects under the Swadesh Darshan Scheme were completed in Jammu & Kashmir, with a total investment of ₹519.58 crore. The scheme has been updated to Swadesh Darshan 2.0, focusing on sustainable tourism development. These efforts have resulted in increased tourist numbers and local employment, contributing to the socio-economic development of the area. In response to a query about the Seven Lakes of Rajouri and Poonch, the Minister indicated that the Jammu Tourism Department is promoting these sites through various strategies, including digital marketing, celebrity tours, pilgrimage promotion, participation in travel fairs, and organizing events like World Tourism Day celebrations.