Jammu, Feb 20: The government on Friday said that tourist footfall across Jammu and Kashmir has witnessed a substantial rise in the past three years compared to the pre-2019 period, while replying to a starred question moved by MLA Javid Hassan Baig. Replying to the query, the government informed the Legislative Assembly that the Tourism Department maintains destination-wise data rather than district-wise statistics. Accordingly, details of tourist arrivals for the last three years, 2023, 2024 and 2025, along with figures from 2016, 2017 and 2018 for comparison with the pre-2019 period, were compiled and presented. Sharp rise in footfall post-2019 As per the data tabled, tourist arrivals have witnessed a significant rise in recent years across major destinations of the Union Territory. In Kashmir Division, destinations such as Gulmarg, Pahalgam, Sonamarg, Doodpathri, Kokernag and Gurez have recorded substantial growth compared to pre-2019 figures. For instance, Gulmarg recorded 5.76 lakh visitors in 2018, which increased to over 16.25 lakh in 2023. Similarly, Pahalgam, which had 4.78 lakh tourists in 2018, received over 14.54 lakh visitors in 2023. Emerging destinations such as Lolab Valley, Bangus Valley and Teetwal have also begun attracting significant tourist inflow in recent years. The total tourist footfall in Kashmir Division stood at 20.17 lakh in 2018, which surged to 96.33 lakh in 2023 and 98.19 lakh in 2024, reflecting a strong recovery and expansion of the tourism sector. In Jammu Division, major pilgrimage and leisure destinations such as Shri Mata Vaishno Devi, Patnitop, Mansar Lake, Shiv Khori, and Bhaderwah have also registered notable arrivals. The total footfall in Jammu Division increased from 1.33 crore in 2017 and 1.60 crore in 2018 to over 2 crore in 2024, according to the data placed before the House. Confidence-Building Measures (CBMs) undertaken Responding to part (b) of the question regarding measures taken to restore tourist confidence, the Government said it has implemented several initiatives in coordination with various departments and agencies. These include strengthening security arrangements at tourist locations, improving road connectivity, upgrading tourism infrastructure, enhancing sanitation and civic services, and ensuring better basic amenities. Focused promotional campaigns and destination drives have also been undertaken to encourage tourist movement to both established and emerging destinations across the Union Territory. Tourism a key economic pillar On whether a large number of people in Jammu and Kashmir depend on tourism for livelihood, the government replied in the affirmative. Tourism, it stated, has traditionally been one of the major pillars of the J&K economy, providing direct and indirect employment to stakeholders including hotel owners and staff, transport operators, tour guides, artisans, small traders, event service providers and other allied workers. To mitigate the impact of any decline in tourist inflow during previous seasons, the government said it supported the sector through sustained promotional efforts, facilitation of tourism-related activities and continued infrastructure development aimed at stimulating demand and stabilising livelihoods. Countering negative perception Addressing part (d) of the starred question, the government said that to counter negative perceptions and promote Jammu and Kashmir as a safe and attractive destination at the national level, the Tourism Department has enhanced outreach through large-scale publicity campaigns. These efforts include organisation of tourism festivals and cultural events, participation in national and international travel exhibitions, and hosting familiarisation (FAM) tours for tour operators, travel influencers and media representatives. Through digital platforms, print and electronic media, and on-ground promotional activities, the Union Territory is being projected as a secure, scenic and diverse tourist destination, the reply stated. Time-bound roadmap for revival On the issue of a time-bound roadmap for tourism revival, including infrastructure development and employment generation for local youth, the government informed the House that a structured and phased plan is being pursued for sustainable growth. The roadmap focuses on the development and upgradation of tourism infrastructure, improved connectivity and accessibility, expansion of accommodation facilities, including promotion of homestays, strengthening of Tourism Development Authorities, and skill development with community participation. Special emphasis is being laid on diversification of tourism through pilgrimage, adventure, eco-tourism, rural tourism and winter tourism segments. The government said the positive impact of these measures is already visible, with the current tourist season, including the winter period, witnessing increased activity across various destinations of Jammu and Kashmir.