Jammu’s Tourism Sector Grapples with Severe Crisis as Budget Hotels Face Unprecedented Downturn: AJHLA
JAMMU, June 9: The All Jammu Hotels and Lodges Association (AJHLA) has sounded a serious warning over the worsening state of Jammu’s tourism sector, highlighting the alarming decline in pilgrim and tourist footfall, especially to the revered Shri Mata Vaishno Devi shrine. The association expressed grave concern that the region’s budget hospitality industry, already struggling for survival, is now teetering on the brink of collapse.
In a meeting convened today, AJHLA president Pawan Gupta attributed the current crisis to a confluence of distressing factors. He said that the aftermath of the recent terror attack near Pahalgam and persistent Indo-Pak tensions have created a fearful environment, discouraging potential visitors. “This climate of uncertainty and security concerns has severely dampened travel sentiment across the region,” Gupta remarked.
He further pointed out that budget hotels and lodges, which had already been witnessing dwindling business since the extension of the railway line from Jammu to Katra—and more recently to Kashmir—are now experiencing near-zero occupancy levels. “Several small hotels and lodges have already shut their operations or are being forced to pivot to alternate businesses to survive,” Gupta added.
According to AJHLA, the crisis goes far beyond the hospitality industry. Thousands of livelihoods tied to tourism—ranging from small dhabas, travel agents, tour and taxi operators to handicraft sellers, dry fruit vendors, and shawl traders—are facing a bleak future due to the sharp contraction in tourism-related activity.
While the Association appreciated the broader tourism promotion efforts being undertaken by the Government of India and the Jammu and Kashmir administration, it criticized the lopsided emphasis on the Kashmir Valley. “Unfortunately, Jammu continues to be overlooked. There has been no visible, targeted initiative to revive tourism in the Jammu region, despite its potential as a year-round pilgrimage and cultural destination,” Gupta said.
He made a strong case for recognizing Jammu as an independent tourism circuit, distinct from Kashmir. To this end, he urged the government to expedite long-pending tourism infrastructure projects such as the completion of the artificial lake project, restoration and development of the historic Mubarak Mandi Heritage Complex, and beautification of the Tawi River Front along the lines of Ahmedabad’s Sabarmati model.
Gupta also called for the immediate revival of the Peer Kho-Mahamaya cable car service, which was abruptly discontinued, and demanded a comprehensive development plan for Jambu Zoo at Nagrota, including the addition of a greater variety of animal species to enhance its appeal as a major attraction.
AJHLA has appealed to the Jammu and Kashmir administration to roll out a dedicated tourism revival roadmap specifically for Jammu. This should include aggressive promotional campaigns and roadshows in key Indian cities to attract tourists and revitalize the local economy. “A well-coordinated and inclusive tourism policy is the need of the hour to bring Jammu back on the tourism map,” Gupta emphasized.
The meeting was also attended by senior members and office bearers of the association, including Anil Khajuria, Pritam Sharma, H S Manhas, Baldev Raj, Sunil Suri, Sankul Gupta, Ankit Gupta, and Varun Gupta, all of whom echoed the concerns and reaffirmed their commitment to working with the administration in a constructive manner to ensure the revival of Jammu’s struggling tourism economy.
