SRINAGAR: Tourist arrivals in Jammu and Kashmir have experienced fluctuations over the past three years, with the administration undertaking various initiatives to bolster the region’s tourism potential. This information was presented by the Jammu and Kashmir government, detailing figures for domestic and foreign visitors.
The Chenab Times has learned that the fluctuations were detailed in response to a starred question (A.Q No. 468) submitted by MLA Balwant Singh Mankotia, which sought information on the tourism prospects within the Union Territory.
According to the official response, Jammu and Kashmir recorded a total of 2,11,80,011 tourist arrivals in 2023. This figure comprised 2,11,24,674 domestic tourists and 55,337 foreign visitors. The subsequent year, 2024, saw an increase in arrivals, with a total of 2,35,90,081 tourists visiting the region. This included 2,35,24,629 domestic and 65,452 foreign tourists. However, a decline was observed in 2025, when the total arrivals dropped to 1,77,65,390, consisting of 1,77,28,980 domestic and 36,410 foreign tourists.
The government stated that the Tourism Department has been actively engaged in promoting and branding Jammu and Kashmir as a premier tourist destination. This promotion involves a comprehensive suite of initiatives designed to enhance the region’s appeal. These efforts include the organization of high-impact events and festivals, continuous engagement with stakeholders in the tourism sector, participation in national and international travel marts, and the execution of targeted advertising campaigns aimed at increasing visibility in both domestic and international markets.
The department has been instrumental in organizing several significant events and festivals. These events are curated to showcase the diverse offerings of Jammu and Kashmir, encompassing its rich cultural heritage, breathtaking natural beauty, adventure tourism opportunities, and its potential for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. Key destinations such as Srinagar, Gulmarg, Pahalgam, Sonamarg, Patnitop, and Bhaderwah have hosted a variety of activities, including tourism dialogues, golf tournaments, conferences, marathons, conventions, New Year celebrations, and winter carnivals.
Further efforts to boost tourism have included the department’s participation in prominent international travel marts held in global cities like Paris, Singapore, London, and Madrid. Concurrently, participation in domestic events in Indian cities such as Jaipur, Kolkata, Bengaluru, Ahmedabad, Puri, Pune, Hyderabad, and Kochi has been crucial. These engagements serve to strengthen destination branding, foster business-to-business interactions, and promote niche tourism products that cater to specific interests.
The government also highlighted the implementation of extensive Out-of-Home (OOH) advertising campaigns. These campaigns have been strategically deployed at major locations, including airports, to significantly elevate the visibility of Jammu and Kashmir. The aim is to position the region as a premier, all-season tourist destination capable of attracting visitors throughout the year.
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