Efforts to boost Jammu’s economy through tourism, heritage & pilgrimage promotion
JAMMU, MARCH 04: Chief Minister Omar Abdullah today reaffirmed his government’s commitment to promoting Jammu's religious tourism circuit to boost the region’s economy.
Responding to a supplementary query by MLA Yudhvir Sethi in the Legislative Assembly, the Chief Minister, who also holds charge of the Tourism Department, stated that concerted efforts are being made to publicize every tourism asset in the region.
“The department is actively working on developing the Jammu pilgrimage circuit. I have repeatedly emphasized this to more than one crore Mata Vaishno Devi pilgrims. If even ten to fifteen percent of them can be encouraged to visit other tourist destinations in Jammu, it will significantly benefit the region. However, we have not been able to achieve this so far,” he said.
He acknowledged that a key challenge is the lack of comprehensive information about Jammu’s pilgrimage sites.
“We aim to develop structured itineraries for three-day, four-day, and seven-day pilgrimage tours and promote them effectively. We will ensure widespread distribution of promotional literature at trade and tourism fairs to attract visitors,” he added.
Addressing concerns about the impact of direct train connectivity to Kashmir and the Delhi-Amritsar-Katra Expressway by passing Jammu, the Chief Minister acknowledged the apprehensions of the local tourism industry. “There is concern that with the railway now extending not just to Katra but also to Srinagar and Baramulla and with the expressway allowing travelers to bypass Jammu City, tourism in Jammu may be affected. However, developing tourism destinations alone is not enough. Sites like Jammu’s heritage landmarks, the upcoming Jammu lake, and the Jammu zoo are significant attractions, but they need better branding and visibility,” he said.
“We must give these destinations a distinct identity and promote them effectively. It is true that there has not been adequate publicity so far, but we are committed to addressing this,” he asserted.
Earlier, in response to a starred question of the Legislator, the Chief Minister highlighted the ongoing efforts of the Tourism Department in developing infrastructure to attract more tourists to Jammu City.
“Several projects have been implemented under the State Capex Budget and Swadesh Darshan Scheme,” he informed the House.
Among the notable projects undertaken, the government has focused on enhancing major tourist attractions.
A musical water fountain with a sound and light show has been installed at Bagh-e-Bahu to enrich visitor experiences.
Additionally, tourist facilities have been developed at Bhagwati Nagar and Sidhra Golf Course to accommodate and attract more travelers.
Further, an amusement park has been constructed near the Sidhra Golf Course in Jammu to provide more recreational options. To improve connectivity, the much-anticipated ropeway project from Mohmaya to Bagh-e-Bahu has been implemented, offering tourists a scenic and efficient travel option.
The Jammu Smart City Limited (JSCL) is also spearheading multiple initiatives to modernize Jammu’s infrastructure and enhance its appeal as a tourist destination.
As part of its heritage conservation and beautification efforts, JSCL has undertaken the restoration and beautification of iconic landmarks such as Bahu Fort, Mubarak Mandi, Raghunath Bazaar, and various temples and ghats under the Smart City initiative.
To improve urban mobility and accessibility, major road upgrades are underway, along with the development of pedestrian-friendly pathways. In a bid to promote sustainable transportation, the city has introduced electric buses under the eBus project, making public transport more eco-friendly.
A key initiative under JSCL is the redevelopment of the Tawi Riverfront, transforming it into a vibrant recreational hub with promenades, cycling tracks, and leisure spaces for residents and tourists alike.
Furthermore, heritage sites such as Bahu Fort, the Army Headquarters at Mubarak Mandi, Maha Maya Temple, and Tawi bridges have been enhanced with façade lighting, adding to their visual appeal.
To make historical and cultural experiences more engaging, the government has also introduced digital and immersive light and sound shows at Bahu Fort heritage sites.
The Chief Minister emphasized that JSCL’s vision aligns with making Jammu a modern, tourist-friendly, and sustainable city while preserving its rich cultural and historical essence.
