India’s Jammu and Kashmir Tourism Surges to Record Heights as Millions Flock to Kashmir Valley and Vaishno Devi Creating a New Era of Travel Growth

Written By: Anirban Bhattacharya

Anirban Bhattacharya

I am a Content Writer at Travel And Tour World, where I have been covering the global travel and tourism industry since June 2024. With five years of experience in digital journalism and SEO-focused content, I specialize in reporting on travel, tourism, aviation, hospitality, railways, and international developments. My work is built on thorough research, fact-checking, and clear, reader-focused reporting that transforms complex industry updates into accurate and accessible news. I am committed to producing credible, informative, and timely content that helps travelers and industry professionals stay informed about the latest trends, destinations, policies, and developments shaping the global travel landscape.

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July 26, 2026 20:36 GMT+5:30

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Jammu and Kashmir recorded more than 7.85 crore tourist visits between 2023 and 2025, significantly higher than the 4.76 crore visitors recorded during 2016–18, with growth driven by Kashmir tourism recovery, pilgrimage travel and rising domestic demand.

Jammu and Kashmir has experienced a remarkable transformation in its tourism sector, recording a substantial rise in visitor arrivals between 2023 and 2025 compared with the period before 2019. The Union Territory welcomed more than 7.85 crore tourists during 2023–25, marking a significant increase from the 4.76 crore visitors recorded between 2016 and 2018.

The latest tourism figures highlight the growing popularity of Jammu and Kashmir among domestic and religious travellers, with both the Kashmir Valley and Jammu region contributing to the overall growth. While the Kashmir division witnessed a major revival after 2019, the Jammu region continued to benefit from strong pilgrimage tourism, particularly around the famous Shri Mata Vaishno Devi shrine in Katra.

The tourism growth reflects increased visitor interest in the region’s landscapes, cultural heritage, spiritual destinations and adventure experiences. However, challenges remain, including the impact of security incidents on visitor confidence. The decline in Kashmir tourist arrivals during 2025 following the Pahalgam terror attack demonstrated the sensitivity of tourism flows to regional disruptions.

Despite these challenges, Jammu and Kashmir continues to strengthen its position as one of India’s leading tourism destinations, supported by pilgrimage travel, improved connectivity and renewed interest among travellers.

Jammu and Kashmir Records Strong Tourism Expansion Between 2023 and 2025

The latest tourism data presented by the Jammu and Kashmir government shows a significant increase in visitor numbers during the post-2019 period. More than 7.85 crore tourists visited Jammu and Kashmir between 2023 and 2025, compared with 4.76 crore visitors during 2016–18.

The figures indicate a strong recovery of the tourism industry following years of uncertainty. The growth has been supported mainly by domestic travellers, pilgrimage visitors and tourists seeking nature-based experiences across the Himalayan region.

The Kashmir Valley experienced one of the most notable increases. During 2016–18, Kashmir received more than 59 lakh tourists. This number increased dramatically to around 2.42 crore visitors between 2023 and 2025, showing renewed interest in destinations including Srinagar, Gulmarg, Pahalgam and Sonamarg.

The increase represents a major shift in visitor confidence and reflects the continued appeal of Kashmir’s mountains, lakes, gardens and cultural attractions. The region has increasingly attracted travellers looking for scenic holidays, adventure activities and seasonal experiences.

However, tourism remains closely connected to stability and safety conditions. The government data highlighted that the Kashmir division recorded a decline in arrivals during 2025 after a strong performance in 2024 due to the impact of the Pahalgam terror attack.

Kashmir Valley Tourism Revival Shows Strong Recovery Despite Challenges

The Kashmir division has emerged as a key contributor to Jammu and Kashmir’s tourism resurgence. After experiencing difficult years, the Valley witnessed a significant rise in tourist arrivals between 2023 and 2025.

The increase from more than 59 lakh visitors during 2016–18 to around 2.42 crore visitors in 2023–25 demonstrates renewed demand for Kashmir tourism. The Valley’s natural attractions, including snow-covered mountains, alpine landscapes, lakes and traditional villages, continue to attract travellers from across India and overseas markets.

Destinations such as Srinagar’s Dal Lake, Gulmarg’s winter tourism offerings, Pahalgam’s scenic environment and Sonamarg’s adventure experiences have remained major attractions. The region has also benefited from growing interest in adventure tourism, including trekking, skiing and outdoor activities.

Despite the positive trend, tourism arrivals declined in 2025 compared with the previous year. Visitor numbers fell from more than 98 lakh in 2024 to over 47 lakh in 2025 following the Pahalgam terror attack.

The incident affected travel sentiment and created temporary pressure on the tourism sector. However, government authorities continue to focus on restoring confidence, promoting safe travel and strengthening tourism infrastructure across the Valley.

Jammu Region Maintains Tourism Strength Through Pilgrimage Travel

While Kashmir has experienced a tourism revival, the Jammu region has continued to demonstrate strong and stable visitor growth, largely supported by religious tourism.

According to official figures, Jammu received around 4.16 crore tourists between 2016 and 2018. This number increased to approximately 5.43 crore visitors between 2023 and 2025.

A major factor behind Jammu’s tourism performance has been pilgrimage travel. The region hosts some of India’s most important religious destinations, attracting millions of visitors every year.

The Shri Mata Vaishno Devi shrine in Katra remains the biggest contributor to Jammu’s tourism movement. The pilgrimage destination recorded more than 95 lakh pilgrims in 2024, increasing from around 90 lakh visitors in 2023.

The shrine has continued to attract devotees from across India due to its spiritual importance and improved facilities for pilgrims. More than 69 lakh pilgrims have already visited the shrine during the current year, showing continued demand for religious tourism.

The strong performance of pilgrimage destinations provides stability to Jammu’s tourism economy while supporting hotels, transport operators, restaurants and local businesses.

Shri Mata Vaishno Devi Shrine Drives Religious Tourism Growth in Jammu

The continued popularity of the Shri Mata Vaishno Devi shrine has played a crucial role in strengthening Jammu and Kashmir’s overall tourism performance.

Located in Katra, the shrine attracts millions of pilgrims annually and remains one of India’s most visited religious destinations. The steady increase in pilgrimage numbers has created significant economic benefits for the surrounding region.

The rise in visitor numbers from 90 lakh pilgrims in 2023 to more than 95 lakh in 2024 highlights the continued strength of spiritual tourism. The destination has maintained strong visitor demand despite broader changes in travel patterns.

Religious tourism provides a year-round visitor base compared with seasonal leisure tourism, which is often influenced by weather conditions and external events. This has helped Jammu maintain consistent tourism activity.

The growth of pilgrimage tourism has also encouraged investment in hospitality infrastructure, transportation services and visitor facilities. Improved facilities have supported smoother travel experiences for pilgrims while contributing to employment opportunities in local communities.

The success of the shrine demonstrates the important role of spiritual destinations in Jammu and Kashmir’s tourism economy.

Tourism Growth Strengthens Jammu and Kashmir’s Economic Opportunities

The increase in tourist arrivals has created wider economic opportunities across Jammu and Kashmir. Tourism remains one of the most important sectors for employment generation, supporting businesses ranging from hotels and restaurants to transport operators and local handicraft sellers.

The rise in visitor numbers between 2023 and 2025 has helped strengthen demand for accommodation, food services, adventure activities and local experiences. Small businesses and communities dependent on tourism have benefited from increased visitor movement.

Kashmir’s traditional crafts, including handicrafts, textiles and local products, continue to receive greater exposure through rising tourist activity. Visitors often combine sightseeing with shopping experiences, supporting artisans and local entrepreneurs.

The expansion of tourism also encourages investment in infrastructure, including roads, connectivity, hospitality facilities and recreational services.

At the same time, sustainable tourism management remains important as visitor numbers increase. Authorities need to balance tourism expansion with environmental protection, especially in ecologically sensitive Himalayan areas.

The long-term success of Jammu and Kashmir tourism will depend on maintaining visitor confidence, improving facilities and creating diverse tourism experiences beyond traditional attractions.

Jammu and Kashmir Targets Sustainable Tourism Growth Through Diverse Experiences

The latest tourism figures underline Jammu and Kashmir’s growing importance as a major travel destination in India. The region’s success has been built on a combination of scenic tourism, pilgrimage travel, adventure experiences and cultural attractions.

The strong increase from 4.76 crore visitors during 2016–18 to 7.85 crore visitors between 2023 and 2025 highlights the scale of the tourism recovery.

Future growth is expected to depend on expanding tourism offerings across different segments. While pilgrimage destinations will continue attracting millions of visitors, Kashmir’s natural landscapes and adventure opportunities provide significant potential for leisure tourism.

Developing sustainable tourism practices will be essential as visitor numbers continue increasing. Protecting natural resources, supporting local communities and improving infrastructure will help ensure long-term benefits.

Jammu and Kashmir’s tourism resurgence demonstrates the resilience of the region’s travel sector. Despite facing challenges, the destination continues to attract travellers seeking spiritual journeys, mountain experiences and cultural exploration.

With continued investment and strategic planning, Jammu and Kashmir is positioned to remain one of India’s most influential tourism destinations.