Jammu needs strategy to turn pilgrims into long-stay tourists: J-K chief secretary Atal Dulloo

A targeted strategy is needed to convert the rising pilgrim footfall in Jammu into longer tourist stays by promoting the regions wider leisure heritage adventure and spiritual attractions beyond the main pilgrimage route Chief Secretary Atal Dulloo has saidHe stressed on proactive use of digital platforms and social media including collaboration with influencers to expand outreach and attract national as well as international touristsDulloo was chairing a meeting to review the works and initiatives undertaken by the Tourism Department for promoting and strengthening tourism across Jammu region here an official spokesman saidHe said the review focused on evaluating progress enhancing infrastructure and formulating strategies to position Jammu as a vibrant yearround tourism destinationEmphasising the immense tourism potential of the region the chief secretary directed the department to intensify promotion and publicity of existing and emerging tourism circuits while ensuring timely completion of all ongoing worksHe underscored the need for a comprehensive strategy to convert the massive influx of pilgrims into multiday tourists by encouraging them to explore leisure heritage adventure and spiritual experiences beyond traditional pilgrimage routesHe noted that the initiation of adventure activities such as rafting paragliding bungee jumping and water sports would transform Jammu into a roundtheyear tourism hub while simultaneously creating significant employment opportunities for local youthThe chief secretary reviewed the progress of key pilgrimage circuits including KatraShivkhori and UttarbehniPurmandal alongside adventure circuits covering Aithem Jammu Chenab Rail Bridge Baradari Reasi and Ranjit Sagar Lake KathuaHe also took stock of promotional initiatives in PatnitopSanasar SurinsarMansar RajouriPoonch and the leisure circuits of BaniBhadarwah Sinthan and WadwanDirector Tourism Jammu Vikas Gupta detailed the works executed and promotional efforts undertaken across various circuitsHe elaborated on the KatraShivkhori circuit integrating major religious centres including Shri Mata Vaishno Devi Shivkhori and historic sites such as Krimchi Temples Raghunath Temple and Ranbireshwar TempleHe said works worth Rs 355 crore have been completed at Shivkhori during the current year while Detailed Project Reports amounting to Rs 4453 crore have been prepared for infrastructure development at Katra under the PRASAD schemeAdditionally works worth Rs 1150 crore have been undertaken at the UttarbehniPurmandal circuit to boost tourismTourism department officials also presented a comprehensive overview of departmental initiatives highlighting a multifaceted approach focused on thematic circuits heritage experiences adventure tourism infrastructure augmentation and promotion of offbeat destinationsThese efforts aim at increasing tourist footfall and encouraging longer stays by offering customised experiences aligned with diverse interests they saidThe meeting was further apprised that a half marathon will be organised annually on the third Sunday of March capitalising on Jammus pleasant weather and peak tourist seasonThis initiative to be started this year is going to be launched in December aiming at establishing Jammu as an independent and holistic tourist destination offering worldclass facilities and diverse experiences to its visitors the officials saidThis story has been sourced from a third party syndicated feed agencies Midday accepts no responsibility or liability for its dependability trustworthiness reliability and data of the text Midday managementmiddaycom reserves the sole right to alter delete or remove without notice the content in its absolute discretion for any reason whatsoever