Chief Minister Omar Abdullah’s recent appearance at the Travel & Tourism Fair (TTF) in Ahmedabad once again brought Jammu and Kashmir to the national spotlight. With an elaborate delegation comprising tourism officials and private stakeholders—primarily from the Kashmir valley including MLAs of Gulmarg and Pahalgam—the visit reiterated the region’s scenic appeal and year-round tourism potential. However, beneath this glossy promotion lies a troubling paradox that has haunted the erstwhile J&K state and now a Union Territory for decades: the systematic neglect of the Jammu region in the grand narrative of J&K tourism.
Despite being part of the same political and geographic entity, Jammu’s rich heritage and breathtaking landscapes have rarely, if ever, been given equal visibility on national or international platforms. From Bhaderwah’s pine-clad valleys to the waterfalls of Bani, from the stunning meadows of Kishtwar to the unexplored historic forts of Rajouri and Poonch—Jammu has an abundance of tourism potential waiting to be tapped. Yet, for over seventy years, successive regimes—whether led by the National Conference, Congress, or PDP—have confined their tourism vision almost exclusively to the Kashmir valley.
This trend has unfortunately continued even during periods of direct Central rule through Governors and Lt. Governors. The deeply entrenched Kashmir-centric mindset among political and bureaucratic leadership has not only skewed infrastructure development but also starved the Jammu region of investment, promotion, and policy attention. The results are stark: while Kashmir boasts world-class tourist infrastructure and aggressive marketing, Jammu continues to be represented only through the Mata Vaishno Devi shrine—reduced to a pilgrimage corridor rather than a full-fledged tourism destination.
It is also noteworthy that corporate and public sector bodies are routinely nudged—often at the behest of Valley-based leadership—to organize conferences and conventions in Kashmir. The Centre, too, has followed suit for geopolitical signaling, as evidenced by the hosting of the G-20 summit in Srinagar. Meanwhile, Jammu remains absent from such high-profile initiatives.
This strategic oversight has real socio-economic consequences. It limits local entrepreneurship, suppresses employment generation, and perpetuates regional imbalance. Jammu’s youth, who could otherwise benefit from eco-tourism, heritage circuits, and adventure travel, are left with few opportunities in the absence of a serious tourism push.
Even more troubling is the manner in which Kashmir’s leadership invokes national sympathy during times of crisis—such as terror attacks—to seek Centre’s support for revival of Valley tourism, yet rarely, if ever, shows political will to confront the ideological undercurrents that give rise to such instability. There is little evidence of consistent efforts to promote public sentiment in favour of peace or to address secessionist narratives through mainstream engagement.
The time has come to correct this deeply unjust imbalance. If the Union Territory is truly to be seen as a cohesive tourism destination, then Jammu must be made an equal stakeholder—both in promotion and development. Government delegations to tourism fairs must include representatives from the Shivalik, Chenab and Pir Panjal regions. A separate promotional roadmap should be drafted for Jammu’s destinations, supported by dedicated funds and infrastructure projects.
Tourism is not just about scenic beauty—it is also about inclusiveness, equity, and opportunity. A vision that limits itself to half the landscape cannot do justice to the promise of Jammu & Kashmir.
It’s time to stop saying “Jammu and Kashmir” when we really mean just “Kashmir.” Jammu deserves its rightful place—not just in brochures and speeches, but in budgets, banners, and the imagination of travellers. Only then can we truly claim to represent the whole of Jammu and Kashmir.
