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The meeting focused on assessing the implementation of various tourism development strategies aimed at strengthening diverse tourism circuits across districts and positioning Jammu as a vibrant, all-season tourism destination.
The meeting was attended by Additional Chief Secretaries of Finance, Tourism, and Public Works Department (PWD), Divisional Commissioner Jammu, Managing Director JKTDC, Director Tourism Jammu, and other senior officers.
Emphasising the immense untapped tourism potential of the region, the Chief Secretary directed the department to identify and prioritise high-impact works under the Capex budget. He specifically called for immediate interventions at key religious and heritage destinations such as Shivkhori, Katra, Uttarbehni, and Purmandal. He observed that even diverting a small percentage of pilgrims visiting Shri Mata Vaishno Devi Shrine to these circuits could significantly boost tourist footfall and transform them into major attractions.
Highlighting the importance of border tourism, the Chief Secretary stressed large-scale development at Suchetgarh, noting its growing popularity among visitors in recent years. He also underscored the need to explore and expand adventure tourism avenues at locations such as Aithem and the iconic Chenab Rail Bridge, suggesting that many such projects could be developed through Public-Private Partnership (PPP) models.
Further, he instructed the department to identify suitable land parcels around Patnitop for development under the âOne State: One Global Destinationâ programme. The Chief Secretary also reviewed ongoing promotional strategies and stressed the importance of timely completion of all infrastructure projects. He called for a comprehensive approach to convert the large influx of pilgrims into multi-day tourists by encouraging them to explore leisure, heritage, adventure, and spiritual tourism offerings beyond traditional routes.
Detailed reviews were conducted for major pilgrimage circuits, including KatraâShivkhori and UttarbehniâPurmandal, as well as adventure circuits covering Aithem, Chenab Rail Bridge, Baradari (Reasi), and Ranjit Sagar Lake (Kathua). Progress on leisure tourism circuits such as PatnitopâSanasar, SurinsarâMansar, and RajouriâPoonch was also assessed.
Additional Chief Secretary Finance, Shailendra Kumar, suggested measures to improve accessibility to tourist destinations, including upgradation of road infrastructure, development of essential amenities such as eateries and refreshment points, and strengthening public transport connectivity. He also proposed the development of entertainment and amusement facilities within Jammu city to encourage longer tourist stays.
Additional Chief Secretary Tourism, Ashish Chandra Verma, presented a comprehensive overview of departmental initiatives, outlining a multi-pronged strategy focused on thematic tourism circuits, heritage experiences, adventure tourism, infrastructure augmentation, and promotion of offbeat destinations. These initiatives aim to enhance tourist footfall while encouraging extended stays through diversified and customised experiences.
Director Tourism Jammu, Dr. Vikas Gupta, provided detailed insights into the works executed and promotional efforts across various circuits. He highlighted the integration of major religious and heritage sites within the KatraâShivkhori circuit, including Shri Mata Vaishno Devi Shrine, Shivkhori, Krimchi Temples, Raghunath Temple, and Ranbireshwar Temple. He also briefed the meeting on ongoing projects and long-term development proposals for each destination.
The meeting was further apprised of key initiatives such as the development of an Adventure Hub and Food Village at Aithem, establishment of a rafting centre at Baradari, and proposed adventure activities including bungee jumping, ziplining, and paragliding at the Chenab Rail Bridge with support from professional agencies. Plans for water sports at Ranjit Sagar Lake and promotion of border tourism at Suchetgarh and Gharana were also discussed.
The Tourism Department highlighted its extensive promotional efforts over the past year, including Familiarisation (FAM) tours, enhanced digital and social media outreach, and the successful organisation of thematic events such as the Jammu Marathon, Winter Carnivals at Patnitop, Bhaderwah, and Sarthal, National Rafting Championship at Shibnote (Doda), and Lohri Festival at Mubarak Mandi, among others.
The meeting also took appraisal of wide-ranging publicity campaigns conducted in major cities across the country to promote Jammu as a premier tourism destination.
