The Jammu and Kashmir government disclosed that it allocated more than Rs 76 crore for promoting tourism in the union territory over the past two years. Of this amount, over Rs 29 crore was utilized in the Jammu division and over Rs 27 crore in the Kashmir division. The government specified that this expenditure was incurred during the financial years 2024-25 and 2025-26.
Several measures have been implemented by the government to boost traveler confidence and attract more tourists to the region. These initiatives encompass aggressive digital marketing strategies, social media campaigns, and promotional activities through print and electronic media. Additionally, the department actively participated in 10 national and international travel marts to showcase the tourism potential of Jammu and Kashmir.
In a response to BJP MLA Yudhvir Sethi’s query, the government detailed that in the Jammu division, an expenditure of over Rs 16 crore was recorded in 2024-25, with Rs 12 crore spent in 2025-26 thus far. Similarly, in the Kashmir division, the department disbursed over Rs 14 crore during 2024-25 and Rs 13 crore in the ongoing financial year until January 2026.
To enhance positive publicity, the government organized winter sports events at Bhaderwah on January 17-18, 2026, and scheduled another event at Sartal on February 8. A budget of Rs three crore has been allocated for the development of winter sports infrastructure at Bhaderwah and Basohli/Sartal during 2025-26. Moreover, 78 promotional events were conducted across the Jammu region, utilizing various mediums such as hoardings, newspapers, radio, and social media, to promote the Shri Amarnath Ji Yatra and other tourist destinations.
