Tourist arrivals in J&K fluctuate over past three years: Govt

Jammu, Mar 30: The Jammu and Kashmir government on Monday said that tourist arrivals in the Union Territory have shown fluctuations over the past three years, while highlighting a series of measures undertaken to boost tourism potential across Jammu and Kashmir provinces.
The information was provided in response to a starred question (A.Q No. 468) tabled by MLA Balwant Singh Mankotia regarding tourism potential in the region.
As per the official reply, Jammu and Kashmir recorded a total of 2,11,80,011 tourist arrivals in 2023, including 2,11,24,674 domestic and 55,337 foreign tourists. In 2024, the total arrivals increased to 2,35,90,081, with 2,35,24,629 domestic and 65,452 foreign tourists. However, in 2025, the numbers declined to 1,77,65,390, including 1,77,28,980 domestic and 36,410 foreign visitors.
The government said that the Tourism Department has been actively promoting and branding Jammu and Kashmir as a premier tourist destination through a range of initiatives, including high-impact events, festivals, stakeholder engagements, participation in travel marts, and targeted advertising campaigns aimed at enhancing visibility in both domestic and international markets.
It said several major events and festivals have been organised to showcase the region’s cultural heritage, natural beauty, adventure tourism, and MICE (Meetings, Incentives, Conferences, and Exhibitions) potential. These include tourism dialogues, golf tournaments, conferences, marathons, conventions, New Year celebrations, and winter carnivals held at key destinations such as Srinagar, Gulmarg, Pahalgam, Sonamarg, Patnitop, and Bhaderwah.
The reply further stated that the department has participated in prominent international travel marts in cities like Paris, Singapore, London, and Madrid, as well as domestic events in Jaipur, Kolkata, Bengaluru, Ahmedabad, Puri, Pune, Hyderabad, and Kochi. These engagements have helped strengthen destination branding, facilitate B2B interactions, and promote niche tourism products.
Additionally, the government said that extensive Out-of-Home (OOH) advertising campaigns have been carried out at major locations, including airports, to significantly enhance the visibility of Jammu and Kashmir as a premier, all-season tourist destination. (KNO)