Despite Pahalgam Attack, Govt Bets Big on Tourism with Infrastructure, Campaigns, Skill Boost
VINOD BHAT
NEW DELHI, July 28: In the wake of the recent militant attack in Pahalgam, the Central Government has reaffirmed its commitment to reviving and strengthening tourism in Jammu and Kashmir. While the Ministry of Tourism has not yet conducted any specific assessment on the economic impact of the attack on local tourism-dependent stakeholders, a series of proactive measures are being implemented to promote the Union Territory as a safe and attractive destination for both domestic and international travelers.
Union Minister for Tourism and Culture, Shri Gajendra Singh Shekhawat, in a written reply in the Lok Sabha today, shared updated figures provided by the Jammu and Kashmir Tourism Department on the number of domestic and foreign tourist visits. However, the details of the exact tourist inflow post the Pahalgam incident were not disclosed.
To bolster the tourism infrastructure in Jammu and Kashmir, the Ministry is leveraging several flagship schemes including Swadesh Darshan, PRASHAD (Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive), and Assistance to Central Agencies for Tourism Infrastructure Development. These schemes provide direct financial assistance to state governments, union territories, and central agencies for the development of essential infrastructure at various tourism hotspots.
In addition to infrastructure development, the Ministry has intensified its marketing and promotional activities through a variety of high-impact campaigns such as Dekho Apna Desh, Chalo India, Bharat Parv, and International Tourism Mart. These initiatives are aimed at positioning India, including Jammu and Kashmir, as a vibrant and culturally rich tourism destination across both domestic and global markets.
The Incredible India Content Hub, a digital resource center with high-quality images, films, brochures, and newsletters, has also been rolled out to support the promotional efforts. Regular updates and engaging content on the Ministry’s official website and social media platforms further amplify the reach and appeal of Indian tourism.
Recognizing the potential of niche tourism sectors, the Ministry has also been promoting wellness tourism, culinary experiences, rural tourism, and eco-tourism to diversify the tourism offerings and draw a broader spectrum of tourists.
Moreover, to enhance the visitor experience and hospitality standards in the region, the Ministry continues to invest in capacity building and skill development programs such as Capacity Building for Service Providers, Incredible India Tourist Facilitator (IITF), Paryatan Mitra, and Paryatan Didi. These initiatives aim to empower local communities and equip them with the necessary skills to provide professional services to tourists.
While security concerns remain in the backdrop following the Pahalgam incident, the Centre’s multi-pronged approach underlines a long-term vision for making Jammu and Kashmir a year-round, multi-dimensional tourism hub. The continued policy and promotional thrust is expected to reassure tourists and revive confidence among local stakeholders dependent on the tourism economy.
