NewzVille Desk
Chief Secretary ofJammu and Kashmir, Atal Dulloo chaired a comprehensive review meeting to assess the ongoing works and initiatives of the Tourism Department aimed at promoting tourism across the Jammu region. The meeting focused on evaluating progress, strengthening infrastructure, and devising strategies to position Jammu as a vibrant, year-round tourism destination.
Highlighting the region’s vast tourism potential, the Chief Secretary directed officials to intensify promotion of existing and emerging tourism circuits and ensure timely completion of all ongoing developmental works.
He stressed the need for a holistic strategy to convert the rising influx of pilgrims into multi-day tourists by encouraging them to explore Jammu’s leisure, adventure, heritage, and spiritual experiences beyond traditional pilgrimage routes.
Dulloo emphasised aggressive use of digital platforms, social media outreach, and collaboration with influencers to attract national and international travellers. He noted that expanding adventure activities—such as rafting, paragliding, bungee jumping, and water sports—would not only make Jammu a year-round adventure hub but also generate substantial employment for local youth.
He reviewed the status of major pilgrimage and adventure circuits including Katra–Shivkhori, Uttarbehni–Purmandal, Aithem Jammu, the Chenab Rail Bridge, Baradari (Reasi), and Ranjit Sagar Lake (Kathua).
He also assessed progress in Patnitop–Sanasar, Surinsar–Mansar, Rajouri–Poonch, and leisure circuits spanning Bani–Bhadarwah, Sinthan, and Wadwan.
ACS Tourism Ashish Chander Verma presented a detailed overview of departmental initiatives, citing a multi-pronged approach involving thematic circuits, heritage experiences, offbeat destinations, and infrastructure upgradation.
Director Tourism Jammu, Dr. Vikas Gupta, briefed on completed and ongoing works, including ₹3.55 crore worth of development at Shivkhori, DPRs of ₹44.53 crore for Katra under the PRASAD scheme, and ₹11.50 crore works at Uttarbehni–Purmandal.
The meeting was informed about new adventure hubs, food villages, water-sports proposals, border-tourism initiatives, and the large-scale Mansar rejuvenation plan under Swadesh Darshan 2.0. Officials also highlighted enhanced promotional efforts, FAM tours, cultural festivals, and nationwide publicity campaigns.
It was further revealed that an annual Half Marathon will be organised on the third Sunday of March starting this year—an initiative aimed at branding Jammu as a holistic, world-class tourist destination.
