Executive Summary:
This document is the response of the Minister of Tourism to Lok Sabha Unstarred Question No. 1321 regarding the promotion of tourism in Jammu and Kashmir after the Pahalgam attack. It addresses concerns about declining tourist footfall, economic impact on local stakeholders, and measures taken to restore tourist confidence. The answer provides tourist visit data from 2020 to June 2025 and outlines promotional initiatives undertaken by the Ministry of Tourism.
Key Points / Main Content:
* **Tourist Visit Data:**
* Provides data on Domestic Tourist Visits (DTVs) and Foreign Tourist Visits (FTVs) in Jammu and Kashmir from 2020 to June 2025, as reported by the Jammu and Kashmir Tourism Department.
* DTVs: 2020 (25,19,524), 2021 (1,13,14,920), 2022 (1,84,99,332), 2023 (2,06,79,336), 2024 (2,35,24,629), 2025 (Jan-June: 95,92,664).
* FTVs: 2020 (5,317), 2021 (1,650), 2022 (19,985), 2023 (55,337), 2024 (65,452), 2025 (Jan-June: 19,570).
* **Economic Impact Assessment:**
* The Ministry of Tourism has not made any specific assessment of the economic impact on local tourism-dependent stakeholders in Jammu and Kashmir.
* **Promotional Measures:**
* The Ministry of Tourism provides financial assistance to State Governments/Union Territory Administrations/Central Agencies under the Swadesh Darshan, PRASHAD, and Assistance to Central Agencies for Tourism Infrastructure Development schemes.
* Promotes tourism destinations and products through campaigns and events like Dekho Apna Desh, Chalo India, International Tourism Mart, and Bharat Parv.
* Launched the Incredible India Content Hub, a digital repository of tourism-related content.
* Conducts promotions through the website www.incredibleindia.org and social media.
* Promotes thematic tourism (wellness, culinary, rural, eco) to broaden tourism's scope.
* Enhances visitor experience through capacity building and skill development initiatives like Capacity Building for Service Providers, Incredible India Tourist Facilitator (IITF), 'Paryatan Mitra,' and 'Paryatan Didi.'
Impact Analysis:
* **Jammu and Kashmir Tourism Department:**
* *Impact:* Responsible for providing tourist visit data to the Ministry of Tourism.
* *Action Required:* Continue to collect and provide accurate and timely data on tourist visits.
* **Local Tourism-Dependent Stakeholders:**
* *Impact:* Affected by fluctuations in tourist footfall and economic conditions in the region.
* *Action Required:* Benefit from promotional activities and infrastructure development initiatives undertaken by the Ministry of Tourism.
* **Ministry of Tourism:**
* *Impact:* Responsible for promoting tourism and providing financial assistance for infrastructure development.
* *Action Required:* Continue implementing promotional campaigns, providing financial assistance, and monitoring the impact of initiatives on tourism in Jammu and Kashmir.
Key Entities Referenced
Jammu and Kashmir: A Union Territory of India, focus of the tourism promotion efforts.
Pahalgam: Location of a terrorist attack that negatively impacted tourism in Jammu and Kashmir.
Ministry of Tourism: The Indian government ministry responsible for tourism promotion and development.
Shri Gajendra Singh Shekhawat: The Minister of Tourism.
Swadesh Darshan: A scheme by the Ministry of Tourism to develop tourism-related infrastructure.
National Mission on Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive PRASHAD: A scheme by the Ministry of Tourism for developing pilgrimage and heritage tourism.
Dekho Apna Desh: A campaign by the Ministry of Tourism to promote domestic tourism.
Incredible India: The brand name used by the Ministry of Tourism to promote tourism in India.
GOVERNMENT OF INDIA
MINISTRY OF TOURISM
LOK SABHA
UNSTARRED QUESTION NO.1321
ANSWERED ON 28.07.2025
PROMOTION OF TOURISM IN JAMMU & KASHMIR
AFTERMATH PAHALGAM ATTACK
1321. SHRI ASADUDDIN OWAISI:
Will the Minister of TOURISM be pleased to state:
(a) whether the Government is aware of the decline in tourist footfall
and business losses in Jammu & Kashmir during the peak tourist
season following the recent terrorist attack in Pahalgam;
(b) if so, the details thereof, along with any assessment made by the
Government on the economic impact on local tourism-dependent
stakeholders; and
(c) the details of the specific measures taken/being taken by the
Government to restore tourist confidence and promote tourism in the
region in the aftermath of the said incident?
ANSWER
THE MINISTER OF TOURISM (SHRI GAJENDRA SINGH SHEKHAWAT)
(a) & (b): The data on Domestic and Foreign Tourist Visits is provided by
the State Tourism Department. Based on the latest information received
from the Jammu and Kashmir Tourism Department, the number of
Domestic and Foreign Tourist Visits in Jammu and Kashmir is as follows:
Year DTVs FTVs
2020 25,19,524 5,317
2021 1,13,14,920 1,650
2022 1,84,99,332 19,985
2023 2,06,79,336 55,337
2024 2,35,24,629 65,452
2025 (Jan to June) 95,92,664 19,570
Source: Jammu and Kashmir Tourism Department
No such assessment has been made by the Ministry of Tourism on
economic impact on local tourism-dependent stakeholders in Jammu &
Kashmir.(c): Ministry of Tourism has taken several steps/initiatives to promote
tourism sector in the country, including Jammu and Kashmir, details of
which are given below:
• The Ministry of Tourism under the schemes of ‘Swadesh Darshan’,
‘National Mission on Pilgrimage Rejuvenation and Spiritual Heritage
Augmentation Drive (PRASHAD)’ and ‘Assistance to Central
Agencies for Tourism Infrastructure Development’ provides financial
assistance to State Governments/Union Territory
Administrations/Central Agencies for the development of tourism
related infrastructure and facilities at various tourism destinations
in the country.
• Ministry of Tourism through its various campaigns and events
promotes various tourism destinations and products of India in
domestic and international markets. Some of the initiatives are
Dekho Apna Desh campaign, Chalo India campaign, International
Tourism Mart, Bharat Parv.
• The Incredible India Content Hub was launched which is a
comprehensive digital repository, featuring a rich collection of high-
quality images, films, brochures, and newsletters related to tourism
in India. Promotions are also carried out through the web-site –
www.incredibleindia.org and social media handles of the Ministry.
• Thematic tourism like wellness tourism, culinary tourism, rural, eco-
tourism, etc. amongst other niche subjects are promoted so as to
expand the scope of tourism into other sectors as well.
• Enhance the overall quality and visitor experience through
initiatives focused on capacity building, skill development such as
‘Capacity Building for Service Providers’, ‘Incredible India Tourist
Facilitator’ (IITF), 'Paryatan Mitra' and 'Paryatan Didi’.
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