Jammu and Kashmir (J&K) has witnessed a remarkable revival in its tourism sector over the past decade, with over 15.3 crore tourists visiting the region. This surge in tourist arrivals, detailed in a report by the Department-Related Parliamentary Standing Committee on Home Affairs presented in the Rajya Sabha, underscores the Union Territory’s transformation into one of India’s most sought-after destinations. The report highlights key milestones, initiatives and achievements that have contributed to this tourism boom, particularly after the abrogation of Article 370 in August 2019.
The report reveals fluctuating but generally upward trends in tourist arrivals between 2015 and 2019, with visits peaking at 1.69 crore in 2018 before slightly dipping to 1.62 crore in 2019. The COVID-19 pandemic caused a sharp decline in tourism in 2020, with only 0.35 crore visitors recorded. However, the sector rebounded strongly post-pandemic, with 1.13 crore tourists visiting in 2021 and an impressive 1.89 crore arrivals in 2022. The upward trajectory continued into 2023 and 2024, with record-breaking figures of 2.12 crore and 2.36 crore tourists, respectively.
Several government policies and initiatives have played a pivotal role in reviving tourism in J&K. The introduction of the Home Stay Policy (2022) allows residential houses to be converted into homestays, providing alternative income sources for families while enhancing accommodation options for tourists. This initiative not only promotes local culture but also fosters community engagement by allowing visitors to experience authentic Kashmiri hospitality. As of now, J&K boasts over 2,302 registered homestays across urban and rural areas.
In addition to homestays, the focus on Skill Development Programs has been instrumental in training locals in hospitality, guiding, and management services. These programs have created employment opportunities while improving service quality for visitors. By equipping the local population with essential skills, the government has ensured that they can cater to the diverse needs of tourists, from providing guided tours to offering exceptional culinary experiences.
Adventure tourism has also emerged as a significant draw for visitors to J&K. Activities such as trekking, skiing, river rafting, and mountain biking have attracted adventure enthusiasts from across the country and beyond while generating jobs for local guides and instructors. The breathtaking landscapes of the Himalayas provide an ideal backdrop for these activities, making J&K a premier destination for thrill-seekers looking to explore nature’s wonders.
Moreover, entrepreneurship development through skill training has bolstered J&K’s handicraft industry, which includes over 4.22 lakh registered artisans. The region is renowned for its exquisite handicrafts such as Pashmina shawls, carpets, and wooden carvings that reflect its rich cultural heritage. With handloom and handicraft exports doubling between 2021–22 and 2023–24, initiatives like the Credit Card Scheme for artisans and weavers have provided much-needed financial support to these craftsmen.
Notable achievements further elevate J&K’s status as a cultural hub; Srinagar was recognized as a ‘World Crafts City’ by the World Craft Council (WCC) and included in UNESCO’s Creative City Network for Crafts and Folk Arts. This recognition not only enhances the region’s global profile but also attracts craft enthusiasts and tourists interested in exploring local artistry.
The revival of tourism has brought economic prosperity to J&K by stimulating various sectors such as hospitality, handicrafts, transportation services, and local cuisine businesses. The sector has created thousands of jobs directly within tourism while promoting small-scale enterprises that benefit from increased tourist spending. Additionally, pilgrimage tourism continues to be a major contributor to J&K’s visitor numbers; nearly one crore pilgrims visit the Mata Vaishno Devi shrine annually while over 4.5 lakh devotees pay homage at Shri Amarnath cave shrine during peak seasons.
Despite these successes, challenges remain that require ongoing attention from both government authorities and stakeholders within the tourism sector. Issues such as fluctuating market prices for local products, limited access to international markets due to geopolitical concerns, and climate change impacts on natural attractions pose risks to sustained growth. To address these challenges effectively, it is crucial for the administration to implement robust policies that promote sustainable practices while ensuring that local communities benefit from tourism.
The parliamentary committee has recommended that the UT administration develop a comprehensive roadmap to position J&K as a world-class tourism destination. Key suggestions include enhancing infrastructure to improve accessibility to remote areas while promoting offbeat destinations that can attract both domestic and international tourists. Strengthening safety measures will be essential in ensuring visitor confidence as well as expanding international tourism campaigns aimed at increasing foreign tourist arrivals.
With peace returning to the Valley after decades of conflict, Jammu and Kashmir is poised to become a beacon of tourism in the Himalayas. Continued focus on sustainable development practices, community engagement initiatives, and innovative marketing strategies will ensure that J&K remains at the forefront of India’s travel industry while contributing significantly to regional development and economic growth. As stakeholders unite to harness this potential, J&K stands ready to welcome millions more tourists eager to explore its breathtaking landscapes and rich cultural heritage.
