In a year marked by challenges and renewal, Jammu & Kashmir’s tourism sector is witnessing a strong revival, with over 4 lakh yatris visiting the holy Amarnath shrine this season. This remarkable turnout follows a period of difficulty, reaffirming the region’s resilience and renewed appeal to travellers from across India and the world.
Speaking at the FAITH Conclave 2025, chief minister of J&K Omar Abdullah emphasised that J&K offers two distinct tourism experiences – pilgrimage tourism in Jammu and leisure tourism in Kashmir – and that both need continued investment and innovation to ensure visitors return again and again.
“My success will not be measured by how many tourists come for the first time, but by how many choose to come back. For that, the quality of their experience is key,” Abdullah noted.
To address capacity pressures at traditional destinations and open new opportunities for visitors, the J&K Government, in partnership with the Government of India, is embarking on SPREAD – a transformative Rs 5,600 crore project supported by multilateral funding, including hopeful participation from the World Bank. The initiative will develop nine new, sustainable, purpose-built tourism destinations across Jammu and Kashmir, improving connectivity, infrastructure, and modern amenities.