Need strategy to turn pilgrims into long-stay tourists: Dulloo

Chief Secretary Atal Dulloo has said that a targeted strategy is needed to convert the growing pilgrim footfall in Jammu into longer tourist stays by promoting the region’s wider leisure, heritage, adventure and spiritual attractions beyond the main pilgrimage routes.

He stressed the proactive use of digital platforms and social media, including collaboration with influencers, to expand outreach and attract domestic and international tourists. Dulloo was chairing a meeting to review works and initiatives undertaken by the Tourism Department to promote and strengthen tourism across the Jammu region, an official spokesman said. The review focused on evaluating progress, enhancing infrastructure and formulating strategies to position Jammu as a vibrant, year-round destination.

Emphasising the region’s broad tourism potential, the Chief Secretary directed the department to intensify the promotion of existing and emerging circuits while ensuring timely completion of ongoing works. He highlighted the need for a comprehensive approach to convert the large influx of pilgrims into multi-day tourists by encouraging them to explore leisure, heritage, adventure and spiritual experiences. He noted that expanding activities such as rafting, paragliding, bungee jumping and water sports would help transform Jammu into a year-round tourism hub, while creating substantial employment for local youth.

Dulloo reviewed the progress of key pilgrimage circuits, including Katra–Shivkhori and Uttarbehni–Purmandal, along with adventure circuits covering Aithem Jammu, the Chenab Rail Bridge, Baradari (Reasi) and Ranjit Sagar Lake (Kathua). He also took stock of promotional initiatives in Patnitop–Sanasar, Surinsar–Mansar, Rajouri–Poonch and the leisure circuits of Bani–Bhaderwah, Sinthan and Wadwan.

Director Tourism Jammu, Vikas Gupta, detailed the works executed and promotional efforts undertaken across various circuits. He elaborated on the Katra–Shivkhori circuit, integrating major religious centres such as Shri Mata Vaishno Devi, Shivkhori and historic temples including Krimchi, Raghunath and Ranbireshwar.

He said works worth Rs 3.55 crore had been completed at Shivkhori during the current year, while Detailed Project Reports amounting to Rs 44.53 crore had been prepared for infrastructure development at Katra under the PRASAD scheme. Additionally, works worth Rs 11.50 crore have been undertaken at the Uttarbehni–Purmandal circuit.

Tourism officials presented a comprehensive overview of departmental initiatives, highlighting a multi-faceted strategy centred on thematic circuits, heritage experiences, adventure tourism, infrastructure augmentation and the promotion of offbeat destinations. These efforts aim to increase tourist arrivals and encourage longer stays by offering customised experiences.

A half-marathon will also be held annually on the third Sunday of March, capitalising on Jammu’s favourable weather and peak tourist season. The event, to be formally launched in December, is expected to help position Jammu as a holistic destination offering world-class facilities and diverse experiences, officials said.