 Early Times Report
JAMMU, May 23: Senior Vice President of the Jammu Chamber of Commerce and Industry, Anil Gupta, has urged the Jammu and Kashmir Government to launch a focused and aggressive campaign for promoting the tourism potential of Jammu region across the country. Referring to the vision of Hon'ble Prime Minister Shri Narendra Modi to encourage Indians to explore domestic destinations and reduce unnecessary foreign tourism expenditure, Gupta said the time has come to bring Jammu's unexplored and under-promoted tourist places on the national tourism map.
Gupta appealed to Hon'ble Lieutenant Governor Shri Manoj Sinha and Hon'ble Chief Minister of Jammu and Kashmir to take immediate steps for developing and marketing Jammu as a major tourism destination. He said that while Kashmir has received substantial attention in the tourism sector, Jammu region continues to remain largely neglected despite having enormous potential in pilgrimage tourism, adventure tourism, heritage tourism, nature tourism and wedding tourism.
He said Jammu possesses a rare combination of religious shrines, hill stations, lakes, forests, ancient temples, natural springs and adventure locations, but the lack of sustained promotion and infrastructure development has prevented the region from receiving its rightful place in India's tourism landscape. Gupta stressed that roadshows should be organised across India to promote Jammu's destinations, and local tourism stakeholders, hoteliers, travel operators, transporters and business representatives must be actively involved in these campaigns.
Highlighting the condition of Patnitop, Gupta said the famous hill station, once among the most attractive destinations of Jammu region, has lost its charm due to lack of development and poor attention by the concerned authorities. He said Patnitop Development Authority must be made more active and accountable, as the destination requires fresh planning, improved facilities, beautification, better connectivity, tourist activities and modern amenities. He observed that the continued neglect of Jammu's hill stations sends a wrong message that the government is not serious about developing tourism beyond a few selected destinations.
Gupta also underlined the vast religious tourism potential of Jammu region. He said the region is blessed with revered places such as Shri Mata Vaishno Devi Ji, Bawe Wali Mata, Shri Raghunath Ji Temple, Budha Amarnath, Nangali Sahib Gurudwara, Shahdra Sharief Shrine, religious maths in Sunderbani, Kameshwar Temple linked with Khatu Shyam Ji, Dev Asthan in Mathwar and several other sacred places. He said these destinations should be promoted through planned religious circuits so that pilgrims visiting one shrine are encouraged to explore other spiritual places of Jammu region.
He further said that Jammu can also emerge as a wedding tourism destination. Places such as Katra, known as a holy city, and Sudh Mahadev, associated with the divine wedding of Lord Shiva and Mata Parvati, have immense cultural and spiritual appeal. With proper infrastructure, hospitality support, branding and connectivity, these places can attract families from across India for destination weddings rooted in tradition and spirituality.
The Senior Vice President of CCI Jammu also drew attention towards adventure tourism opportunities in Bhaderwah, Kishtwar, Bani and Basohli. He said these areas have the natural landscape required for trekking, camping, mountain tourism, water-based activities and eco-tourism. Similarly, destinations such as Dudu-Basantgarh, Peer Ki Gali, Tatta Pani natural sulphur springs in Kalakote and Sangaldhan, Mansar and Surinsar lakes, and Gupt Ganga in Purmandal deserve special promotion and infrastructure support.
Gupta said Mansar and Surinsar lakes carry historical and cultural significance connected with the Pandavas of Dvapara Yuga and can be developed as major heritage and leisure tourism spots. He said Jammu's identity is deeply rooted in history, spirituality and natural beauty, but this potential requires professional branding and strong policy intervention.
He urged the government to prepare a separate tourism promotion strategy for Jammu region, supported by budgetary allocation, destination development plans, roadshows, digital campaigns and participation of local stakeholders. Gupta said tourism can become a powerful engine of employment for youth, traders, transporters, hoteliers, artisans, small businesses and local communities.
He added that after the Prime Minister's call to promote domestic tourism, Jammu has a golden opportunity to present itself before the nation as a complete tourism region. Gupta said the government must act with urgency, because Jammu has waited too long for its due share in tourism development. According to him, sincere promotion and planned development can transform Jammu into one of North India's most attractive pilgrimage, adventure, heritage and wedding tourism destinations. |
