Nestled in the Himalayas, Jammu and Kashmir is rapidly becoming a must-visit destination for travellers seeking adventure and peace. There has been a dramatic 300 per cent annual rise in foreign visitors in recent years. Lieutenant Governor Manoj Sinha, speaking at the 'J&K Tourism Development Conclave' at SKICC, attributed this tourism boom to the proactive policies and incentives provided by the local administration.

"We have witnessed unprecedented growth post-Covid pandemic and roughly 300 per cent YoY (Year-on-Year) increase in foreign tourists.

"Greater efforts and attention were paid to new policies, conducive environment, stimulus for the tourism industry and new experiences and value creation for year-round employment," the Lt Governor said.

Sinha emphasised the need for strategic partnerships between the government, local communities, and the travel industry to improve the tourist experience. Sinha also encouraged experts and industry leaders to explore various types of tourism in the region, such as adventure tourism, border tourism, heritage tourism, offbeat destinations, golf, birdwatching, and agro-tourism. He mentioned that destination weddings could significantly boost the tourism sector in Jammu and Kashmir.

He also highlighted that Bollywood has started filming in the valley again. A two-day conclave will be held to discuss strategies for promoting sustainable tourism in the region, with notable film industry figures like Imtiaz Ali, Vishal Bhardwaj, Kabir Khan, and Sanjay Suri in attendance.

What Else?

In addition to the remarkable increase in tourist arrivals, Jammu and Kashmir is witnessing several other exciting developments in its tourism sector. New roads, improved connectivity, and upgraded facilities are being developed to ensure that tourists can easily and comfortably explore the region's natural beauty.

Adventure tourism is gaining momentum, with the region's snow-capped mountains and valleys offering perfect settings for trekking, skiing, and white-water rafting. Efforts are being made to promote lesser-known destinations within Kashmir, encouraging travellers to explore offbeat paths and discover hidden gems.