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.

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 Central government is focusing on lesser-known areas recognised for their crafts, culture, and food as part of its Cool Summers of India project. This effort also aims to decongest overloaded hill stations and manage visitor traffic in key destinations.

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.