Jammu: Union Home Minister Amit Shah on Saturday announced a major national-level tourism marketing offensive for Jammu & Kashmir, directing officials to aggressively showcase the Union Territory’s destinations across India to unlock its full potential.
Chairing a high-level review meeting here, Shah asserted that the enthusiasm of domestic tourists for J&K remains unwavering and must be capitalised upon with a vigorous promotional strategy. He pledged the Government of India’s “all possible assistance” for developing new tourist destinations in the region.
“The zeal of tourists from across the country to visit Jammu and Kashmir has not diminished,” Shah stated, emphasising the need for “aggressive marketing in other states.” This directive positions tourism as a central pillar for J&K’s economic growth and integration.
The meeting, attended by Lieutenant Governor Manoj Sinha, Chief Minister Omar Abdullah, and top central and UT officials, comprehensively reviewed development sectors, with tourism receiving prominent emphasis as a key driver for prosperity.
Recognising that tourism thrives on robust infrastructure, the review covered critical enablers like road connectivity, power, and 4G with optical fibre reach. The Home Minister stressed that this infrastructure push, accelerated under Prime Minister Narendra Modi’s leadership, is creating the foundation for a world-class tourist experience in J&K.
In a significant boost to the UT’s capacity to fund such infrastructure, Shah highlighted that Jammu & Kashmir has been brought under the Special Assistance to States for Capital Investment (SASCI) scheme for the first time in FY 2025-26. This enables access to 50-year interest-free loans for capital projects, which can be leveraged for tourism-linked infrastructure.
The tourism push was placed within a broader framework of holistic development. Shah outlined plans to develop sports infrastructure and academies, with efforts to secure about ₹200 crore in investment, aiming to attract youth and adventure tourism. Promotion of the dairy sector through the National Dairy Development Board (NDDB) was also discussed to bolster the local agrarian economy connected to tourism.
The Union Home Minister reaffirmed that the Central Government’s wholehearted support for J&K is integral to the national goal of ‘Viksit Bharat’ by 2047. The meeting underscored the government’s resolve to prioritize J&K’s development, with a strategically focused tourism sector at its heart.