Srinagar, July 22, 2025: The Union Territory of Jammu and Kashmir has witnessed an unprecedented surge in tourism, with over 7.66 crore tourists visiting the region between 2020 and 2024, according to the Central Government. This remarkable growth in tourist footfall underscores the region’s growing appeal as a premier travel destination, bolstered by improved infrastructure, relative stability, and targeted tourism policies.
In a statement to the Lok Sabha during the Monsoon Session, Union Tourism Minister Gajendra Singh Shekhawat revealed that a total of 7,66,85,482 tourists visited Jammu and Kashmir over the past five years. This includes 76,537,741 domestic tourists and 147,741 foreign tourists. The data highlights a significant upward trend in visitor numbers: in 2020, the region recorded 25,19,524 domestic and 5,317 foreign tourists, while 2021 saw a dramatic 349.09% increase in domestic arrivals, reaching 1,13,14,920, alongside 1,650 foreign visitors. The upward trajectory continued, with 2024 recording approximately 2.36 crore tourists, including 65,000 foreign visitors.
Key Drivers of Tourism GrowthThe tourism boom has been attributed to several factors, including the abrogation of Article 370 in 2019, which the government claims has fostered peace and stability, encouraging visitors to explore the region’s scenic mountains, valleys, and cultural heritage. The Jammu and Kashmir Tourism Policy 2020 has also played a pivotal role, granting tourism industry status to attract private investment and promote diverse offerings such as adventure tourism, eco-tourism, and cultural tourism.
Infrastructure development has further supported this growth. Under the Swadesh Darshan Scheme, six tourism projects worth Rs 519.58 crore were sanctioned in 2016–17, all of which have been completed. Additionally, initiatives like the Udhampur-Srinagar-Baramulla Rail Link Project and the expansion of Srinagar International Airport have enhanced accessibility, with the airport handling a record 102 flights in April 2022.
The government is also promoting offbeat destinations, with 75 new locations identified under the Azadi Ka Amrut Mahotsav initiative. Efforts to develop pilgrimage circuits, adventure sports, and wellness tourism aim to diversify the region’s tourism portfolio. Chief Minister Omar Abdullah emphasized that tourism, contributing 7–8% to the Union Territory’s Gross State Domestic Product (GSDP), remains a key economic pillar, generating employment for hoteliers, tour operators, taxi drivers, and artisans. The government aims to increase tourism’s GSDP contribution to 15% in the next 4–5 years.
Challenges and Data ConcernsDespite the optimism, concerns have been raised about the accuracy of tourist footfall data. An RTI query by Srinagar-based activist M.M. Shuja revealed that only 10% of the reported 9.47 crore tourists since 2019 visited the Kashmir Valley, with a significant portion attributed to pilgrims visiting the Mata Vaishno Devi shrine. This has led to questions about the methodology used to count tourists, particularly the practice of including passengers crossing the Jawahar Tunnel as tourists, which may inflate figures.
Moreover, the tourism sector faced a setback in 2025 following a terror attack in Pahalgam, which killed 26 tourists and triggered widespread cancellations, with 80–90% of bookings for the peak April–October season reportedly canceled. This incident, described as the deadliest in Kashmir’s recent history, has raised concerns about the sector’s fragility and its impact on the local economy, which relies heavily on tourism revenue estimated at Rs 18,500–21,200 crore annually.
Economic Impact and Future ProspectsTourism remains a vital driver of Jammu and Kashmir’s economy, contributing significantly to employment and sustaining ancillary sectors like hospitality, transport, and handicrafts. The region’s GSDP grew by 7.06% in 2024–25, with tourism playing a central role. However, the lack of formal studies to assess direct and indirect employment generated by this boom has drawn criticism.
Looking ahead, the government is focusing on sustainable tourism development, promoting high-end accommodations, adventure activities, and cultural festivals to maintain the momentum. Despite challenges, the record-breaking tourist footfall signals a transformative phase for Jammu and Kashmir, with the potential to redefine its identity as a global tourism hotspot.
