Highlighting the socio-economic impact of the marathon, Jammu and Kashmir Lieutenant Governor Manoj Sinha said, “The event will boost local businesses, including hotels, restaurants, and souvenir shops, thereby contributing to the prosperity of the region.”

In the bustling Bhagwati Nagar area of Jammu, far from the conflict-prone Indo-Pak border and Line of Control (LoC), a soldier stands guard outside Shri Amarnath Yatri Niwas. His presence ensures the safety of the pilgrims arriving for the annual Shri Amarnath Ji pilgrimage.

Currently, between 25,000 and 35,000 devotees are arriving daily at the base camp for the pilgrimage.

If the team accepts the invitation, the visit is expected to generate a lot of buzz in the region.

Speaking at the two-day Jammu and Kashmir Tourism Development Conclave-2024 at Sher-i-Kashmir Conference Centre by Dal Lake, Sinha highlighted government efforts to develop a sustainable tourism model to make J&K a leading global tourist destination.

The J&K administration's decision to create no selfie zones follows a series of drowning cases after people lost their footing or got distracted taking selfies from dangerous spots.

Many hotel chains are also reporting a spike in enquiries from clients from various industries, particularly working professionals looking for reservations in hill stations and remote areas.

Despite recent erratic weather conditions, including heavy rainfall and snow at upper reaches triggering flood alerts, people from across India are thronging popular destinations in Kashmir with their loved ones. 

The Indian Army recently inaugurated a new selfie point at Hombotingla Pass in Ladakh, paying tribute to the 25th anniversary of Kargil Vijay Diwas. This joint initiative by the Indian Army and the Tourism Department of Kargil aims to honour the bravery and sacrifice of soldiers who fought in the Kargil War.

Return airfare from Delhi to Srinagar now costs between Rs 17,000 and Rs 22,000, which is more expensive than return tickets to popular international destinations such as the UAE, Thailand, and Malaysia, costs of which start around Rs 15,000

Last year witnessed a record number of tourists visiting the garden, resulting in the department receiving an award from the World Book of Records for the record number of tourists and tulip varieties.