**Policy Summary: Tourism Promotion in Jammu and Kashmir**
This policy outlines the Ministry of Tourism's initiatives to promote tourism in Jammu and Kashmir, particularly in light of recent events (implied: "Pahalgam Attack"). The document provides data on domestic tourist visits (DTVs) and foreign tourist visits (FTVs) in Jammu and Kashmir from 2020 to June 2025, sourced from the Jammu and Kashmir Tourism Department.
Key data points include:
* **2020:** DTVs: 2,519,524; FTVs: 5,317
* **2021:** DTVs: 11,314,920; FTVs: 1,650
* **2022:** DTVs: 18,499,332; FTVs: 19,985
* **2023:** DTVs: 20,679,336; FTVs: 55,337
* **2024:** DTVs: 23,524,629; FTVs: 65,452
* **2025 (Jan-June):** DTVs: 9,592,664; FTVs: 19,570
The Ministry of Tourism reports that it has not conducted an assessment of the economic impact on local tourism stakeholders in Jammu and Kashmir. However, the ministry has implemented several initiatives to bolster the tourism sector, including:
* **Financial Assistance:** Providing financial support to State Governments, Union Territory Administrations, and Central Agencies for tourism infrastructure development through schemes like Swadesh Darshan, National Mission on Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD), and Assistance to Central Agencies for Tourism Infrastructure Development.
* **Promotional Campaigns:** Promoting Indian tourism destinations and products through campaigns like "Dekho Apna Desh," "Chalo India," International Tourism Mart, and Bharat Parv.
* **Digital Resources:** Launching the Incredible India Content Hub, a digital repository of tourism-related images, films, brochures, and newsletters. Promotion is also conducted through the website www.incredibleindia.org and social media.
* **Thematic Tourism:** Promoting niche tourism segments such as wellness, culinary, rural, and eco-tourism.
* **Capacity Building:** Enhancing service quality and visitor experience through initiatives focused on capacity building and skill development, including Capacity Building for Service Providers, Incredible India Tourist Facilitator (IITF), 'Paryatan Mitra,' and 'Paryatan Didi.'
The information was provided by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat in a written reply in Lok Sabha.
Contact: Sunil Kumar Tiwari, tourism4atgmaildotcom
Release ID: 2149246
Key Entities Referenced
Jammu and Kashmir: A state/union territory in India, focus of tourism promotion after the Pahalgam attack.
Pahalgam: Location in Jammu and Kashmir, site of an attack that prompted increased tourism promotion efforts.
Ministry of Tourism: Government ministry responsible for tourism promotion in India, including Jammu and Kashmir.
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 campaign: An initiative by the Ministry of Tourism to promote domestic tourism.
Chalo India campaign: An initiative by the Ministry of Tourism to promote tourism.
Gajendra Singh Shekhawat: Union Minister for Tourism and Culture, who provided the information in a written reply in Lok Sabha.
Ministry of Tourism
Promotion of Tourism in Jammu & Kashmir
Aftermath Pahalgam Attack
Posted On: 28 JUL 2025 3:26PM by PIB Delhi
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.
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
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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
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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,
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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
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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,
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skill development such as ‘Capacity Building for Service Providers’, ‘Incredible India Tourist
Facilitator’ (IITF), 'Paryatan Mitra' and 'Paryatan Didi’.
This information was given by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat in awritten reply in Lok Sabha today.
****
Sunil Kumar Tiwari
tourism4[at]gmail[dot]com
(Release ID: 2149246)