Tourism sector shows signs of recovery in J&K: Chief Secretary

Jammu, Jan 17: Chief Secretary Atal Dulloo stated that the tourism sector in Jammu and Kashmir is on a path to gradual recovery, after suffering a severe setback following last year’s terror attack in Pahalgam and subsequent adverse weather events.
Dulloo’s remarks came during a comprehensive review of the sector, where he outlined government’s strategic pivot towards sustainable tourism and destination diversification.
“The Pahalgam attack and the ensuing heavy rains and floods in 2025 caused significant losses,” Dulloo acknowledged. “However, with improving conditions, we are now witnessing a positive uptick in tourist arrivals.”
The Chief Secretary emphasized that the revival period is being used to reassess strategy and build capacity for sustainable growth. “As footfall increases, we must evaluate our preparedness. This necessitates a strategic reassessment of our tourism infrastructure and management,” he added.
A key pillar of the new approach involves developing emerging destinations to alleviate pressure on overburdened traditional hotspots. “Distributing tourist footfall more evenly will generate local employment, spur infrastructure development, attract investment, and help mitigate seasonal peaks,” Dulloo explained.
He revealed that a major project has been conceptualised to promote this sustainable model, with careful planning underway for its implementation, including transportation and essential infrastructure.
Highlighting a specific initiative, Dulloo referred to the ‘SPREAD’ project, which aims to decongest popular sites by creating eco-sensitive, year-round alternatives. Supported by the Department of Economic Affairs and implemented through the Economic Reconstruction Agency, SPREAD will focus on infrastructure, waste management, ecological conservation, and livelihood generation. “Community engagement and private sector participation are central to this holistic vision,” he stated.
The Chief Secretary also addressed the potential of pilgrimage tourism in Jammu, advocating for a targeted strategy to convert visitors into longer-staying tourists by promoting the region’s wider leisure, heritage, and adventure attractions.
To enhance outreach, Dulloo stressed proactive engagement on digital platforms and social media, including collaborations with influencers, to attract a global audience.
Underlining Jammu & Kashmir’s potential as a perennial destination, he cited the introduction of adventure sports—such as rafting, paragliding, and bungee jumping—as a transformative step towards becoming a comprehensive tourism hub that creates substantial youth employment. (KNS)