**Executive Summary**
The Ministry of Tourism sanctioned six projects in Jammu & Kashmir during 2016–17 under the Swadesh Darshan Scheme's Himalayan Circuit, with an investment of ₹519.58 crore. The scheme has been revamped as Swadesh Darshan 2.0, shifting focus to sustainable tourism destinations. Information was provided to Rajya Sabha on 5th February 2026 by the Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat.
**Key Points / Main Content**
* **Tourism Infrastructure Development:**
* Six projects in Jammu & Kashmir under the Swadesh Darshan Scheme's Himalayan Circuit were sanctioned.
* All six projects have been physically completed.
* The Ministry revamped the scheme to Swadesh Darshan 2.0.
* **Tourism Promotion Activities:**
* The Ministry undertakes promotional activities both internationally and domestically.
* The Swadesh Darshan Scheme was launched in 2014–15 to develop thematic circuits.
* Jammu Tourism Department promotes Seven lakes of Rajouri and Poonch.
* **Tourism Statistics:**
* Pilgrims/tourists visited Shri Mata Vaishno Devi Shrine: 9455605 in 2024 and 6932922 in 2025.
* Detailed district-wise domestic and foreign tourist visit data for Jammu region is annexed for 2024 and 2025.
* **Promotional Strategies:**
* Includes a multifaceted promotion strategy.
* Conducts Celebrity FAM Tours.
* Engages in digital outreach.
* Promotes pilgrimage tourism.
* Publicity through Travel marts.
* Organises extensive promotional events like Buddha Amaranth Ji Yatra, World Tourism Day at Rajouri and Painting Competition at Boys HSS Rajouri.
**Impact Analysis**
**Jammu & Kashmir Tourism Sector**
* **Impact:** Increase in tourist footfall and local employment due to the Ministry's initiatives. Revived and sustained tourism.
* **Action Required:** None explicitly mentioned in the document.
**Union Territory of Jammu & Kashmir**
* **Impact:** Increased tourism and promotion of local destinations like Rajouri and Poonch.
* **Action Required:** Continue to support and participate in the Ministry's initiatives and promotional activities.
Key Entities Referenced
Swadesh Darshan Scheme: A scheme by the Ministry of Tourism to develop tourism infrastructure. Includes focus on identified thematic circuits.
Ministry of Tourism: Sanctioned six projects in Jammu & Kashmir under the Himalayan Circuit during 2016–17, with an investment of ₹519.58 crore.
Jammu & Kashmir: Location of the six tourism projects sanctioned during 2016–17 under the Himalayan Circuit.
Ministry of Tourism
Ministry of Tourism sanctioned six projects in
Jammu & Kashmir during 2016–17 under the
Himalayan Circuit, with an investment of ₹519.58
crore
Posted On: 08 FEB 2026 6:00PM by PIB Delhi
To strengthen tourism infrastructure in the Himalayan region, the Ministry of Tourism sanctioned six
projects in Jammu & Kashmir during 2016–17 under the Swadesh Darshan Scheme’s Himalayan Circuit,
with an investment of ₹519.58 crore. All these projects are physically completed. The Ministry has further
revamped the scheme as Swadesh Darshan 2.0, shifting the focus from circuit-based development to the
development of sustainable tourism destinations.
As per the information provided by the Union Territory, the number of pilgrims/ tourists who visited Shri
Mata Vaishno Devi Shrine during the years 2024 and 2025 are:
Year No. of Pilgrims/ tourists visited
2024 9455605
2025 6932922
The district-wise number of domestic and foreign tourists who visited Jammu region during 2024 and
2025 is Annexed.
The Ministry of Tourism undertakes a range of promotional activities to promote tourism both
internationally and domestically, including Jammu & Kashmir. With the objective of developing tourism
infrastructure, the Ministry launched the Swadesh Darshan Scheme in 2014–15, focusing on the
development of identified thematic circuits across the country, including Jammu & Kashmir.
According to the information provided by the Union Territory, these initiatives have led to an increase in
tourist footfall and local employment.
As per the information provided by the UT, the Jammu Tourism Department is promoting Seven lakes of
Rajouri and Poonch through various modes.
The Department is actively engaged in a multifaceted approach to promote and publicise its tourism
products and services including Rajouri -Poonch region, which encompasses an array of strategies viz.
Multifaceted Promotion Strategy.
Conduct Celebrity FAM Tours.
Digital Outreach.
Pilgrimage Publicity.Publicity through Travel marts.
Extensive Promotional Events: Promotional events viz: Buddha Amaranth Ji Yatra at Mandi
Poonch, World Tourism Day at Rajouri and Painting Competition at Boys HSS Rajouri have been
organized during the FY 2024-25 and 2025-26 in Rajouri –Poonch area.
District wise Publicity Literature of Jammu Division including District Rajouri and Poonch has been
prepared, displayed and distributed at various travel marts outside the Union Territory of Jammu
and Kashmir and at Promotional Events.
Together, these steps form a concerted drive to revive and sustain tourism in Jammu and Kashmir.
This information was given by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat in
a written reply in Rajya Sabha on 5th February 2026.
****
Sunil Kumar Tiwari
tourism4pib[at]gmail[dot]com
ANNEXURE
District-wise Domestic and Foreign Tourist Visits (DTV and FTV) to Jammu region for 2024 and
2025
Sl. District 2024 2025 (Provisional)
No
DTV FTV DTV FTV
1 Reasi 10875106 21705 8116309 13413
2 Udhampur 2862532 93 1949294 0
3 Samba 778925 0 598212 0
4 Jammu 1162028 0 1341215 0
5 Kathua 377860 0 312835 0
6 Rajouri 1449576 0 1455425 0
7 Poonch 925090 0 771096 0
8 Doda 646888 0 549290 1
9 Ramban 775029 0 672697 3
10 Kishtwar 216542 0 455246 0
Total 20069576 21798 16221619 13417(Release ID: 2225255) Visitor Counter : 198
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