Use digital platforms to expand outreach, attract tourists: Chief Secy to Tourism deptt

Jammu, Nov 22: Chief Secretary, Atal Dulloo Saturday chaired a meeting to review the works and initiatives undertaken by the Tourism Department for promoting and strengthening tourism across the Jammu region. The review focused on evaluating progress, enhancing infrastructure, and formulating strategies to position Jammu as a vibrant, year-round tourism destination.
The meeting was attended by ACS Tourism; ACS, PWD; Divisional Commissioner, Jammu; CEO, Shri Mata Vaishno Devi Shrine Board; Deputy Commissioners of Jammu, Reasi and Udhampur; Managing Director, JKTDC; Director Tourism Jammu, and other senior officers of the department.
Emphasising the immense tourism potential of the region, the Chief Secretary directed the department to intensify promotion and publicity of existing and emerging tourism circuits while ensuring timely completion of all ongoing works. He underscored the need for a comprehensive strategy to convert the massive influx of pilgrims into multi-day tourists by encouraging them to explore leisure, heritage, adventure and spiritual experiences beyond traditional pilgrimage routes.
He stressed on proactive use of digital platforms and social media, including collaboration with influencers, to expand outreach and attract national as well as international tourists. He noted that the initiation of adventure activities such as rafting, paragliding, bungee jumping and water sports would transform Jammu into a round-the-yeartourism hub while simultaneously creating significant employment opportunities for local youth.
The Chief Secretary reviewed the progress of key pilgrimage circuits including Katra–Shivkhori and Uttarbehni–Purmandal, alongside adventure circuits covering Aithem Jammu, Chenab Rail Bridge, Baradari (Reasi) and RanjitSagar Lake (Kathua). He also took stock of promotional initiatives in Patnitop–Sanasar, Surinsar–Mansar, Rajouri–Poonch and the leisure circuits of Bani–Bhadarwah, Sinthan and Wadwan.
During the meeting, ACS Tourism Ashish ChanderVerma presented a comprehensive overview of departmental initiatives, highlighting a multifaceted approach focused on thematic circuits, heritage experiences, adventure tourism, infrastructure augmentation and promotion of offbeat destinations. These efforts aim at increasing tourist footfall and encouraging longer stays by offering customised experiences aligned with diverse interests.
Director Tourism Jammu, Dr Vikas Gupta, detailed the works executed and promotional efforts undertaken across various circuits. He elaborated on the Katra–Shivkhori circuit, integrating major religious centres including Shri Mata Vaishno Devi, Shivkhori and historic sites such as Krimchi Temples, Raghunath Temple and Ranbireshwar Temple.
He informed that works worth Rs 3.55 Cr have been completed at Shivkhori during the current year, while DPRs amounting to Rs 44.53Cr have been prepared for infrastructure development at Katra under the PRASAD scheme. Additionally, works worth Rs 11.50 Cr have been undertaken at the Uttarbehni–Purmandal circuit to boost tourism.
The meeting was also apprised of the development of an Adventure Hub and Food Village at Aithem Jammu, establishment of a rafting centre at Baradari, and exploration of bungee jumping, zipline and paragliding with the assistance of professional agencies at world famous Chenab Rail Bridge. Proposals for water sports at RanjitSagar Lake and promotion of border tourism at Suchetgarh and Gharana were discussed in detail.
A comprehensive rejuvenation and development plan for Mansar under Swadesh Darshan 2.0 was also deliberated upon, including ongoing and proposed infrastructure works aimed at enhancing visitor convenience and overall experience.
The Tourism Department highlighted its promotional efforts through FAM tours of Bollywood celebrities, strengthened social media engagement, and organisation of thematic events such as the Dogri Food Festival and cultural evenings at Suchetgarh, Bhadarwah and other places. Extensive publicity campaigns have also been conducted in major cities across the country, the meeting was apprised.
The meeting was further apprised that a Half Marathon will be organised annually on the third Sunday of March, capitalising on Jammu’s pleasant weather and peak tourist season. This initiative to be started this year is going to be launched in December, aiming at establishing Jammu as an independent and holistic tourist destination offering world-class facilities and diverse experiences to its visitors.