Since the abrogation of Article 370 in August 2019, Jammu and Kashmir has undergone a remarkable transformation, particularly in its tourism sector. The region, long known for its breathtaking landscapes and cultural heritage, is now witnessing a historic revival as a premier travel destination. This resurgence is marked by the establishment of over 5,000 new hotels, a record influx of tourists and a host of positive policy decisions that have catalyzed economic growth and local employment.
Record-Breaking Tourist Arrivals
According to official data from the Jammu and Kashmir government’s Economic Survey, the Union Territory welcomed an astounding 7.49 crore tourists between 2021 and 2024. Of these, 6.49 crore visitors explored the Jammu region, while nearly 1 crore tourists traveled to Kashmir, reflecting a dramatic surge in both domestic and international interest. The number of foreign tourists has also soared, rising from just 1,650 in 2021 to 65,452 in 2024, underscoring J&K’s growing global appeal.
This boom has been further highlighted by record-breaking events such as the annual Amarnath Yatra, which in 2024 saw the highest number of yatris in a decade, and by the growing popularity of off-beat and border area destinations. The 3rd Tourism Working Group Meeting of the G20, held in Srinagar in May 2023, brought J&K into the international spotlight, showcasing its potential as a world-class tourism hub and resulting in a significant uptick in global tourist arrivals.
Massive Expansion in Hospitality Infrastructure
To accommodate this unprecedented tourist influx, around 5,000 new hotels have been constructed across Jammu and Kashmir in the past five years. This expansion has not only addressed the pressing need for quality accommodation but has also spurred a construction boom and created thousands of jobs in hospitality, transport, handicrafts and tour guiding sectors. According to Javed Tenga, President of the Kashmir Chamber of Commerce and Industry (KCCI), the tourism sector has been on a steady upswing since 2020, with expectations of continued growth and further investment in the years ahead.
The government’s focus on developing high-class tented accommodations, five-star hotels, eco-tourism parks, and wellness centers at various tourist spots is further enhancing the region’s capacity to host visitors. New trekking routes, pilgrim and Sufi circuits, and adventure tourism offerings are being promoted to attract diverse traveler segments, from spiritual seekers to adventure enthusiasts.
Policy Initiatives and Promotional Campaigns
Stakeholders attribute this revival to a series of positive decisions and proactive measures taken by the government, especially under the administration led by the Lieutenant Governor. The Tourism Department’s extensive promotional campaigns-both within India and abroad-have played a crucial role in increasing tourist footfall. Participation in national and international travel events, active digital and social media marketing and targeted infrastructure development have all contributed to this success.
The government’s vision includes developing nine new tourist destinations-such as Doodpathri, Kokernag, Bungus, Wular-Manasbal, Bhaderwah, Baradari, Sanasar, Sudmahadev, Ranjit Sagar Lake and Loran-Poonch-according to international standards, with external aid and private sector participation. These efforts aim to diversify the tourism portfolio and bring lesser-known areas onto the tourism map.
Economic Impact and Employment Generation
Tourism has emerged as a key pillar of Jammu and Kashmir’s economy, directly and indirectly creating employment for thousands of locals. The sector’s growth has provided new livelihood opportunities in hospitality, transport, handicrafts, food services, and adventure sports. According to estimates, tourism now contributes 15–20% to the region’s Gross State Domestic Product (GSDP), with projections indicating further increases as the sector matures.
The trickle-down effect of tourism has uplifted rural and urban communities alike. Local artisans, hoteliers, taxi operators, Pony Walas, and guides have all benefited from the surge in visitors. The increased demand for local products and services has also stimulated the handicrafts and handloom industries, generating additional revenue and preserving traditional skills.
Focus on Sustainability and New Experiences
In line with global trends, Jammu and Kashmir is also prioritizing sustainable tourism. The 3rd G20 Tourism Working Group Meeting in Srinagar emphasized green tourism, digitalization, skill development and destination management as key priorities for the sector’s future. The government is actively working to balance growth with conservation, ensuring that the region’s natural beauty and cultural heritage are preserved for generations to come.
New initiatives include the development of eco-tourism parks, adventure activities like skiing and trekking, wellness tourism, and the promotion of golf and leisure sports. The creation of international-level institutes and partnerships with private players are expected to further elevate the quality of tourism offerings.
Looking Ahead: Optimism and Continued Growth
Stakeholders across the tourism industry are optimistic about the future. Tour operators and hoteliers expect that ongoing government initiatives will further boost tourist arrivals and cement Jammu and Kashmir’s reputation as one of India’s top travel destinations. The region’s resilience, combined with strategic investments and policy support, is setting the stage for sustained growth and prosperity.
In summary, the post-Article 370 era has ushered in a new chapter for Jammu and Kashmir’s tourism sector. The construction of 5,000 new hotels, record tourist arrivals, and a thriving hospitality industry stand as testaments to the region’s transformation. With continued focus on infrastructure, promotion and sustainable development, J&K is poised to remain a beacon of tourism-driven economic revival in India.
