Srinagar I March 18, 2025 – The Jammu and Kashmir government, led by Chief Minister Omar Abdullah, has rolled out a series of initiatives aimed at transforming rural and offbeat destinations into thriving tourism hubs. With a focus on sustainability, community empowerment, and economic growth, these plans are set to diversify the region’s booming tourism sector, which welcomed 2.35 crore visitors in 2024. Among the flagship projects is the development of Bungus Valley in Kupwara district.
The government has allocated ₹30 lakh for the 2024-25 fiscal year, with proposed works worth ₹72 lakh to provide recreational facilities, rain shelters, public conveniences, signage, lighting, and waste management. Additionally, 19 paying guest houses have been registered near Bungus to bolster local livelihoods, particularly for shepherds and nomads, while promoting eco-tourism and preserving the area’s cultural heritage. Another key focus is Gurez Valley in north Kashmir, which has seen a surge in visitors—from 15,000 in 2021 to 20,000 in 2022.
The administration is exploring the creation of a dedicated Tourism Development Authority for Gurez, with Chief Minister Omar Abdullah planning to seek central assistance from the Union Tourism Ministry. Improved road connectivity and eco-friendly infrastructure are also on the agenda to capitalize on Gurez’s growing popularity. The government is also targeting rural and border areas like Padder Valley in Kishtwar district, renowned for its sapphire mines and the Chandi Mata temple at Machail. Efforts here aim to promote adventure and religious tourism while fostering entrepreneurship and sustainability.
Similarly, destinations like Doodhpathri, Keran, and Bhaderwah are being marketed as offbeat alternatives to ease pressure on traditional hotspots like Srinagar and Gulmarg. In a bid to enhance accessibility, a partnership with the Inland Waterways Authority of India will introduce river cruise tourism on the Chenab, Jhelum, and Ravi rivers. Plans include constructing 10 floating jetties—two on the Chenab near Jammu and seven along the Jhelum in Srinagar and Bandipora—to connect rural areas with scenic waterways.
The 2025-26 budget, presented by Omar Abdullah, allocates ₹390.20 crore for tourism development. This funding will support homestays, water sports, and the promotion of Sonmarg as a winter sports destination and Basholi as an adventure tourism spot. The government’s vision aligns with J&K’s record-breaking tourism figures—up from 2.11 crore visitors in 2023 to 2.35 crore in 2024—reflecting a growing appetite for the region’s diverse offerings. By integrating rural communities into the tourism economy, the administration aims to create jobs and showcase J&K’s rich natural and cultural heritage. “Tourism is a cornerstone of our economy,” said a senior official. “Promoting offbeat and rural destinations not only spreads the benefits but also ensures sustainable growth.” As these projects take shape, Jammu and Kashmir is poised to redefine itself as a year-round destination, blending iconic landscapes with hidden gems to attract adventurers, pilgrims, and nature lovers alike.