Avny Lavasa reviews preparations for Jammu Marathon 2027, Calls for Destination-Specific Tourism Events across Jammu
JAMMU, NOVEMBER 13: Secretary Tourism, Avny Lavasa, today reviewed the preparations for the second edition of Jammu Marathon 2027, besides assessing publicity and promotional initiatives and the calendar of upcoming tourism events across the Jammu region.
During the meeting, Director Tourism, Jammu, Vikas Gupta, presented a detailed overview of the Directorate’s ongoing promotional activities, tourism festivals and proposed roadmap for Jammu Marathon 2027.
The meeting undertook a comprehensive review of key aspects of the marathon, including event planning, mobilisation of participants, sponsorship, media outreach, promotional partnerships and race-day arrangements.
Emphasising the need to build upon the success and experience of the inaugural edition, Avny Lavasa called for developing Jammu Marathon into a major annual sporting event with national appeal, positioning Jammu as an emerging destination for sports tourism.
She stressed the need for a comprehensive publicity and outreach strategy encompassing print and electronic media, social media campaigns, outdoor advertising, influencer collaborations, running clubs, educational institutions and corporate organisations to maximise participation and visibility.
The Secretary Tourism also reviewed preparations for upcoming tourism events and festivals at prominent destinations across the Jammu region. She laid particular emphasis on organising destination-specific cultural festivals, adventure tourism activities and promotional programmes at Patnitop, Sanasar, Bhaderwah, Sarthal, Doda, Kishtwar, Ramban, Rajouri, Poonch and other tourist destinations.
Underscoring the importance of a structured approach to tourism promotion, she directed that every major tourist destination should have a well-defined calendar of events and publicity activities showcasing its distinct cultural heritage, natural beauty and adventure tourism potential.
Avny Lavasa further called for positioning traditional festivals, including Lohri, Baisakhi and Shivratri, as established tourism attractions through advance planning, active participation of local stakeholders, professional event management and focused media campaigns.
Joint Director Tourism, Jammu, Aijaz Qaiser Malik; Additional Secretary, Tourism, Owais Mushtaq; Deputy Director, Pankaj Sassan; Assistant Directors and Accounts Officer also participated in detailed deliberations on event planning, publicity strategies and proposed promotional initiatives. They discussed measures to strengthen inter-departmental coordination and ensure timely and effective implementation of the planned programmes.
Other officers and officials of the Tourism Department were also present.
