Jammu and Kashmir, often celebrated as “Paradise on Earth,” is witnessing a remarkable resurgence in its tourism sector. Chief Minister Omar Abdullah recently highlighted this positive trajectory, stating that the region is emerging from the “evil eye” shadow that had overshadowed it for over three decades. Speaking at the inauguration of the South Asia’s Travel and Tourism Exchange (SATTE) exhibition at Yashobhumi, New Delhi, Abdullah emphasized the Union Territory’s diverse offerings beyond its well-known destinations like Gulmarg and Pahalgam.
A Revival Amidst Challenges
The term “evil eye” refers to a cultural belief in a curse brought about by envy or ill will. Abdullah used this metaphor to describe the tumultuous period Jammu and Kashmir faced over the past 30 to 35 years, marked by political unrest and security challenges. However, the region is now on the cusp of reclaiming its status as one of India’s premier tourism destinations. This resurgence is evident in the impressive tourist footfall, with over 1.08 crore visitors recorded in the first half of 2024 alone.
Diversifying Tourist Attractions
While traditional spots like Gulmarg and Pahalgam continue to attract visitors, the government is actively promoting lesser-known destinations to showcase the region’s rich and diverse offerings. Abdullah highlighted areas such as Gurez, Tangdhar, Machil, Karnah, and Keran, which are witnessing increasing tourist interest. Meadows like Bangus and Doodhpathri are also gaining popularity, offering unique experiences for travelers seeking offbeat paths.
Adventure and Wellness Tourism
Jammu and Kashmir’s varied topography makes it an ideal destination for adventure enthusiasts. Activities such as river rafting, mountain skiing, and water skiing on Dal Lake and Mansbal Lake are being promoted to attract thrill-seekers. Additionally, the region is focusing on wellness tourism, with plans to host marathons and other health-centric events. The successful organization of the Kashmir Marathon and the upcoming Jammu Half Marathon and Ultra Marathon are testament to this commitment.
Infrastructure and Connectivity Enhancements
Improved accessibility is a cornerstone of Jammu and Kashmir tourism revival strategy. The region has seen a significant boost in connectivity, with direct flights now operating from cities like Amritsar, Chandigarh, Bangalore, Ahmedabad, Mumbai, and Delhi. Moreover, the anticipated completion of a direct rail link will further enhance travel convenience, making the region more accessible to both domestic and international tourists.
Economic Impact and Future Prospects
The surge in tourism has had a positive ripple effect on the local economy. The sector’s contribution to the Gross State Domestic Product (GSDP) increased from 7.84% in the 2019-20 fiscal year to 8.47% in 2022-23. This growth is attributed to several initiatives, including the Jammu and Kashmir Tourism Policy 2020, incentives under the Industrial Policy 2021, and the promotion of homestays to accommodate the rising number of visitors.
International tourism is also on an upward trajectory. Despite previous challenges posed by travel advisories, the region welcomed 35,254 international tourists between January and September 2024. Events like the G20 Tourism Meeting in Srinagar have played a pivotal role in showcasing Jammu and Kashmir’s potential as a global tourist hub, further enhancing its appeal to foreign travelers.
A Warm Invitation
In his address at SATTE 2025, Chief Minister Omar Abdullah extended an open invitation to travelers worldwide, urging them to experience the unparalleled beauty and hospitality of Jammu and Kashmir. He emphasized that the region offers something for everyone—from adventure seekers and wellness enthusiasts to those simply looking to relax amidst nature’s splendor. With its rich cultural heritage, diverse landscapes, and improved infrastructure, Jammu and Kashmir is poised to reclaim its position as a top-tier destination on the global tourism map.
As the “evil eye” shadow lifts, Jammu and Kashmir stands ready to welcome the world, offering unforgettable experiences that blend natural beauty with cultural richness.
By – Jyothi
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