Srinagar, Mar 7: Tourism has emerged as one of the most vibrant and resilient sectors of Jammu and Kashmir’s economy, contributing significantly to the Union Territory’s development and employment generation, according to the Economic Survey 2025–26.
The survey states that the tourism sector contributes nearly 7 percent to the Gross State Domestic Product (GSDP) of J&K, reflecting its growing economic importance. It provides livelihoods to around five lakh people, both directly and indirectly, through activities such as hospitality, transport, handicrafts and adventure tourism services.
Known as the “Paradise on Earth,” Jammu and Kashmir continues to attract leisure travellers with its breathtaking landscapes and serene environment. In recent years, the region has also emerged as a major hub for adventure tourism, offering a wide range of activities throughout the year. During winter, tourists participate in skiing, snowboarding and gondola rides, while the summer season offers opportunities for trekking, mountaineering, river rafting and other outdoor recreational activities.
The UT administration has also diversified tourism by promoting niche segments such as golf tourism and rural tourism. Internationally acclaimed golf courses, including Royal Springs Golf Course in Srinagar and Jammu Tawi Golf Course, have further strengthened the region’s appeal. The growth of homestay accommodations has also boosted tourism, with more than 16,500 registered homestay beds available across different districts of the Union Territory.
According to the survey, the tourism sector has witnessed significant growth in recent years.
In 2024, J&K recorded a record 2.36 crore tourist visits, a substantial increase from 1.88 crore visitors in 2022. Despite challenges such as security-related incidents and natural calamities, the region recorded 1.78 crore tourist visits in 2025.
Jammu and Kashmir has also gained popularity as a preferred destination for high-end and destination weddings due to its scenic locations and picturesque settings. The Union Territory has also witnessed a rise in film and OTT productions, with more than 72 projects shot in the region in the past year.
The survey further notes that J&K has evolved into an all-weather, multi-dimensional tourism destination with immense potential in pilgrimage, leisure, heritage, adventure, eco-tourism and MICE (Meetings, Incentives, Conferences and Exhibitions) tourism.
Several iconic tourist destinations including Dal Lake, Gulmarg, Pahalgam, Sanasar, Mansar, Doodhpathri, Yousmarg, Achabal, Basohli, Kishtwar, Seven Lakes of Rajouri, Poonch, Tosamaidan and the Mughal Road continue to attract visitors from across the country and abroad.
To strengthen the tourism ecosystem, the government has undertaken multiple infrastructure development projects under the UT Sector Capex Budget and centrally sponsored schemes such as PMDP, SWADESH and PRASAD. Development works have been carried out at popular destinations including Pahalgam, Yousmarg, Doodhpathri, Gulmarg and Sonamarg, while emerging tourist locations such as Bani Basohli, Shopian, Billawar, Tosamaidan, Ningli, Hygam and Peer Ki Gali are also being developed.
Infrastructure at prominent religious sites has also been upgraded to improve visitor experience. These include Dargah Hazratbal in Srinagar under the PRASAD scheme, Aishmuqam shrine, Baba Reshi shrine in Tangmarg, Khankah-e-Moula in Srinagar, as well as temples such as Shankaracharya Temple and Mata Kheer Bhawani in Tulmulla, Ganderbal, along with Raghunath Temple and Saint Luke’s Church under the Smart City initiative.
The government has also been carrying out sustained promotional campaigns through print and electronic media to position Jammu and Kashmir as a premier tourist destination at both national and international levels, further strengthening its reputation as a destination for all seasons.
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