UK Aligns With US, UAE, Australia, Germany and Other Nations as India Travel Faces a Major Shock with Jammu and Kashmir Tourist Arrivals Plunging Nearly Twenty Three Per Cent After Four Years of Strong Growth

Written By: Shraddha Das

Shraddha Das

I am a passionate travel writer at Travel and Tour World (TTW) with two years of experience covering the ever-evolving world of travel, tourism, aviation, and hospitality. She enjoys turning complex industry updates into engaging stories that inspire and inform readers around the globe. With a keen eye for detail and a love for discovering what makes every destination unique, Shraddha is committed to delivering accurate, insightful, and reader-friendly content that connects people with the world of travel.

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July 20, 2026 8:07 PM

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India Travel has suffered a major setback as Jammu and Kashmir recorded a nearly twenty three per cent fall in domestic tourist arrivals and an almost forty five per cent decline in foreign visitors in 2025, ending four consecutive years of strong tourism growth. The slowdown comes despite continued interest from key international travel markets including the UK, US, UAE, Australia, Germany and other countries eligible for India’s e-Visa programme, making the decline the first major reversal in the Union Territory’s tourism recovery since the post-pandemic boom began in 2021.

Jammu and Kashmir, one of India’s most celebrated travel destinations, experienced a significant tourism slowdown in 2025 after four years of uninterrupted growth. Fresh data presented in the Lok Sabha by the Ministry of Tourism shows a sharp decline in both domestic and international visitor arrivals, marking the first reversal since the region’s post-pandemic recovery began in 2021. While tourist numbers weakened considerably, the tourism sector continued to support employment growth, and the Government reaffirmed its commitment to strengthening the destination through infrastructure projects, heritage tourism, digital services and improved visitor safety.

The latest figures indicate that domestic tourist visits (DTVs) dropped from 230.13 lakh in 2024 to 177.29 lakh in 2025, representing a 22.96 per cent decline. International arrivals also recorded a steep fall, with foreign tourist visits (FTVs) decreasing from 0.65 lakh in 2024 to 0.36 lakh in 2025, a reduction of 44.62 per cent.

Jammu and Kashmir Records Its First Tourism Decline Since the Pandemic Recovery

The latest statistics mark a major shift for India’s northern tourism hub after years of exceptional growth.

Domestic tourism recovered rapidly following the pandemic. Visitor numbers increased from 113.15 lakh in 2021 to 184.99 lakh in 2022, before climbing further to 206.79 lakh in 2023 and reaching a record 230.13 lakh in 2024.

International tourism followed a similar upward trend. Foreign arrivals rose from only 0.02 lakh visitors in 2021 to 0.65 lakh in 2024 before dropping significantly during 2025.

Although the Ministry of Tourism presented the latest figures to Parliament, it did not identify any specific reasons behind the decline, making 2025 the first year since 2021 in which tourism growth moved into negative territory.

Tourism Continues to Support Employment Across Jammu and Kashmir

Despite fewer visitors, tourism remains one of the Union Territory’s strongest employment sectors.

According to estimates shared by the Ministry of Tourism, tourism-related employment increased from approximately 10.42 lakh people during 2021–22 to an estimated 10.78 lakh people in 2025.

These figures are based on estimates prepared using the Periodic Labour Force Survey (PLFS) conducted by the Ministry of Statistics and Programme Implementation.

The Ministry also clarified that no dedicated study has been undertaken to measure tourism’s direct contribution to Jammu and Kashmir’s economy or employment. Consequently, the employment data represents statistical estimates rather than the findings of a detailed economic impact assessment.

Centre Continues Supporting Future Tourism Development

The Government stated that the responsibility for identifying and developing new tourism destinations rests primarily with the Jammu and Kashmir administration.

This includes expanding:

• Religious tourism destinations
• Cultural tourism circuits
• Heritage tourism attractions
• New visitor destinations across the Union Territory

The Union Government continues supporting these initiatives through major national tourism programmes.

One of the key schemes is Swadesh Darshan 2.0, which focuses on sustainable destination development and long-term tourism infrastructure.

The Government is also implementing the PRASHAD (Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive) programme to improve infrastructure at important pilgrimage and heritage destinations.

Visitor Safety and Digital Tourism Remain Government Priorities

Alongside destination development, the Ministry outlined several measures aimed at improving the visitor experience.

States and Union Territories have been encouraged to deploy dedicated Tourism Police units to strengthen tourist safety and security at popular destinations.

The Ministry has also modernised the Incredible India Digital Portal, transforming it into a comprehensive single-window travel platform.

The upgraded portal now provides:

• AI-powered personalised travel recommendations
• Destination information
• Weather updates
• Event listings
• Integrated booking services
• Travel planning assistance

The digital improvements are intended to simplify travel planning while improving the overall visitor experience across India.

India’s e Visa Network Continues Supporting International Tourism

The Ministry also highlighted India’s expanding international travel accessibility.

India’s e-Visa facility is currently available to citizens of 174 countries, allowing eligible travellers to enter through:

• Thirty Three international airports
• Thirty Five seaports
• Four designated land ports

The extensive e-Visa network continues to make international travel to destinations across India, including Jammu and Kashmir, more convenient for eligible overseas visitors.

Key Countries Connected Through India’s Expanding International Tourism Network

India’s e-Visa programme supports travellers from numerous global tourism markets, helping improve international accessibility for destinations such as Jammu and Kashmir.

• United States
• United Kingdom
• Australia
• Canada
• Germany
• France
• Japan
• Singapore
• United Arab Emirates
• Italy
• Spain
• South Korea
• Thailand
• Malaysia
• New Zealand
• South Africa
• Brazil
• Mexico
• Saudi Arabia
• Indonesia

These countries are among the many eligible markets covered under India’s wider e-Visa framework, which now extends to citizens of 174 countries.

India Travel faced a major setback in 2025 as Jammu and Kashmir tourist arrivals fell nearly twenty three per cent, ending four years of strong growth despite continued interest from the UK, US, UAE, Australia, Germany and other global markets.

A Challenging Year for One of India’s Premier Tourism Destinations

The 2025 tourism figures represent an important turning point for Jammu and Kashmir after several years of remarkable recovery and record-breaking visitor growth. Although both domestic and international arrivals declined significantly during the year, tourism continues to provide employment for more than ten lakh people across the Union Territory. With continued investment through Swadesh Darshan 2.0, the PRASHAD scheme, improved digital services, enhanced visitor safety measures and India’s extensive e-Visa network, authorities are continuing efforts to strengthen the region’s long-term tourism competitiveness and support future visitor growth.