JAMMU, APRIL 18:In a significant move towards revitalizing tourism in Jammu Division, the Department of Tourism today presented a strategic and action-oriented roadmap to the Chief Secretary, Atal Dulloodor promotion of tourism across the region.
According to News Service, Associated News Service, ANB, The meeting besides Commissioner Secretary,Tourism; Secretary, PWD and Divisional Commissioner, Jammu the meeting was attended by CEO, Shri Mata Vaishno Devi Shrine Board; DC, Jammu/Reasi/Udhampur; Director Tourism, Jammu and other concerned officers of the Department.
In addition the participation of major tourism and travel operators including hoteliers and traders was also ensured in this meeting.
Dulloo took this occasion to impress on the Department to go for wholehearted promotion and publicity of these tourism circuits. He enjoined upon them to be proactive across all the social media platforms and using the services of influencers there to reach out to the masses.
He also asked for starting rafting and paragliding at some of the places across the region by giving utmost regard to the safety parameters. He also asked for roping in the professionals in this tourism trade activity to train the youth here.
The Chief Secretary also advised the Department to frame the Homestay policy as soon as possible with other guidelines for registration of BnB enterprises. He asked for devising the loan product for development of Homestays here as per the past directions.
On the occasion the Commissioner Secretary, Tourism, Yasha Mudgal gave a presentation detailing a multifaceted approach focused on thematic circuits, adventure tourism, heritage experiences, infrastructural upgrades, and promotion of offbeat destinations, aimed at making Jammu a year-round, diversified tourist destination.
She threw light on five major tourist circuits envisaged by the Department to make tourism a major activity across Jammu region. These circuits were discussed to ensure multi-day stay of tourists in the region based upon their choice and interests.
Several itineraries were proposed in these circuits based on thematic, heritage, adventure, pilgrim and other offbeat destinations to prolong the stay of tourists here besides encompassing the tourism spots across adjacent districts as per the availability of time with the visitors.
The identified major tourist circuits that were unveiled during this meeting includes the Katra–Shivkhori Circuit emphasizing on pilgrimage, adventure, and border tourism, this circuit integrates spiritual hotspots like Shri Mata Vaishno Devi, Shivkhori, and heritage sites such as Krimchi Temples and Raghunath Temple, Krimchi, Ranbireshwar. Nature trails (Mantalai, Patnitop), and border tourism (Suchetgarh).
Chenab Valley Circuit covering Bhaderwah, Kishtwar, and Doda.White-water rafting at Shibnote, trekking trails, and valley tourism (LalDraman, Warwan).This route blends adventure, natural beauty, and cultural richness, with activities like rafting at Baradari and scenic treks through Warwan Valley. The itineraries taps into Bhaderwah, a region with growing tourist footfall, and the newly accessible Tatapani, now linked via Sanagldan Railway Station.
Samba–Kathua Circuit focused on religious, heritage, and water-based tourism, it highlights Basohli, Ranjit Sagar Lake, and Sarthal besides the pilgrim sites of Budha Amarnath and Gurudwara Nangali Sahib here.
Pir Panjal Circuit encompassing Rajouri and Poonch, this circuit offers fort tourism, cultural immersion, and alpine treks, promoting sites like Peer Ki Gali and Budha Amarnath Ji.
Moreover a bundle of adventure & offbeat trails to several alpine lakes like Chandann Sar, Nandan Sar, Katoria Sar were proposed. Trekking routes and unexplored valleys were mapped with plans for eco-tourism and sustainable adventure tourism in collaboration with mountaineering institutes.
Additionally for the exploration of paragliding at AithemRs 4 Cr project under CAPEX 2025–26 was proposed to develop a full-fledged paragliding facility, complete with lounges, cafes, sunset points, and public utilities.
With respect to the iconic Chenab Railway Bridge it was given out that a Tourist Information Centre (TIC) and branding initiatives are underway at the world’s highest railway bridge site, with audio-visual content to engage the visitors and enhance their experience on visiting this engineering marvel.
As far as the promotion of Border Tourism is concerned a major upgrade of the Suchetgarh Border site includes a pavilion expansion of the capacity of around 3000 persons and establishment of a museum there was also revealed to make it a round the year tourism destination with more people visiting this site in the times to come
About the Baradari Rafting Centre, Reasi it was added that the plan comprises of institutionalizing the rafting tourism. This means forming of rafting associations, setting rates, and reviving UT/National-level competitions there to promote this aspect of the tourism here.
With respect to the marketing & promotional Strategies a plethora of material in the shape of high-quality brochures, thematic leaflets, and district-specific collaterals were released to bolster visibility across cross-section of the society across the country.
The promotion of these destinations were also done by participation in leading Travel Marts like SATTE (Delhi) and OTM (Mumbai), the meeting was informed. It was said that the hosting of PGTI Golf Tournaments at Jammu Tawi Golf Course for national and international exposure are now a regular feature thereby showing the steady success of the Department in showcasing Jammu as an independent tourism place on the map.
The stakeholders present on this occasion also gave their inputs and views for making this strategy successful. They praised the Department for its efforts and showed enthusiasm in selling these packages and circuits with the active support of the Department in the season ahead. ANB
