SRINAGAR, JULY 29: In a major boost to the region’s tourism industry, the Jammu and Kashmir Government has reported that over 95 lakh domestic tourists visited the Union Territory between January and June 2025, marking one of the highest footfalls in recent years.
The surge in tourism highlights the growing appeal of J&K as a safe and vibrant destination, as well as the government’s sustained efforts to improve infrastructure, enhance connectivity, and promote lesser-known tourist circuits beyond the traditional hotspots of Gulmarg, Pahalgam, Sonamarg, and Srinagar.
Officials from the Tourism Department attributed the rise to a series of targeted initiatives, including cultural festivals, rural homestay programmes, adventure tourism events, and aggressive digital marketing campaigns under the ‘Chalo Kashmir’ initiative.
“The first half of 2025 has seen record numbers. Tourists from across the country, especially from Maharashtra, Gujarat, West Bengal, and South India, are showing keen interest in exploring Kashmir as well as offbeat destinations in Jammu like Bhaderwah, Patnitop, and Kishtwar,” a senior tourism official said.
The government has also increased support for pilgrimage tourism, with lakhs visiting Vaishno Devi, Amarnath, and Budha Amarnath during the early months of the year. Improved road, rail, and air connectivity, along with better safety measures, have further encouraged families and solo travellers to choose Jammu & Kashmir.
Tourism stakeholders welcomed the announcement and urged for continued focus on sustainable tourism practices, capacity building, and environmental conservation to maintain the upward trend.
