Tourism Thrives as Millions Visit Shri Mata Vaishno Devi Shrine
Recent statistics from the Union Territory reveal a significant influx of pilgrims and tourists to the Shri Mata Vaishno Devi Shrine, with 9,455,605 visitors in 2024 and 6,932,922 in 2025. These impressive numbers underscore the shrine’s enduring appeal as a vital cultural and spiritual destination.
Boosting Tourism in Jammu & Kashmir
The Ministry of Tourism has been proactive in enhancing tourism infrastructure, particularly in Jammu and Kashmir, through various promotional initiatives. One notable program, the Swadesh Darshan Scheme, was launched in 2014-15 to develop thematic circuits across India, with a focus on the scenic and cultural wealth of the Jammu region.
Under this scheme, six projects were approved for Jammu and Kashmir in the Himalayan Circuit during 2016-17, totaling an investment of ₹519.58 crores. All these projects have been successfully completed, aligning with the new approaches of the revamped Swadesh Darshan 2.0 program, which prioritizes sustainable tourism development over circuit-based initiatives.
Promoting Rajouri and Poonch
In addition to these broader initiatives, the Jammu Tourism Department is actively working to showcase the natural beauty of the Seven Lakes of Rajouri and Poonch. A comprehensive strategy has been developed to promote tourism in the Rajouri-Poonch region through various channels.
The strategies include multifaceted promotional efforts such as celebrity Familiarization Tours (FAM), digital outreach, pilgrimage publicity, and presence at travel marts. Several promotional events have taken place in the area, including the Buddha Amaranth Ji Yatra at Mandi Poonch, World Tourism Day celebrations in Rajouri, and a painting competition at Boys HSS Rajouri. These events are aimed at raising awareness and fostering interest in the region’s tourism offerings.
Tourist Statistics and Future Prospects
According to the Union Territory’s data, there has been a notable increase in both domestic and foreign tourist visits in recent years. The statistics are documented in detail, showcasing district-wise data for 2024 and provisional figures for 2025. Current reports reveal that districts like Reasi, Udhampur, and Jammu have attracted significant numbers of both domestic and foreign tourists, contributing to the overall growth of tourism in the region.
These ongoing efforts and the resultant rise in tourist footfall not only benefit the economy but also create local employment opportunities. The concerted push by the Ministry of Tourism and local departments demonstrates a commitment to revitalizing and sustaining tourism in Jammu and Kashmir.
This information was disclosed by Union Minister for Tourism and Culture, Shri Gajendra Singh Shekhawat, in a recent written reply in the Rajya Sabha, highlighting the government’s dedication to promoting India’s diverse tourism landscape.
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