Jammu needs strategy to turn pilgrims into long-stay tourists: J-K chief secretary
Jammu (PTI): A targeted strategy is needed to convert the rising pilgrim footfall in Jammu into longer tourist stays by promoting the region's wider leisure, heritage, adventure and spiritual attractions beyond the main pilgrimage route, Chief Secretary Atal Dulloo has said.
He stressed on proactive use of digital platforms and social media, including collaboration with influencers, to expand outreach and attract national as well as international tourists.
Dulloo was chairing a meeting to review the works and initiatives undertaken by the Tourism Department for promoting and strengthening tourism across Jammu region here, an official spokesman said.
He said the review focused on evaluating progress, enhancing infrastructure, and formulating strategies to position Jammu as a vibrant, year-round tourism destination.
Emphasising the immense tourism potential of the region, the chief secretary directed the department to intensify promotion and publicity of existing and emerging tourism circuits while ensuring timely completion of all ongoing works.
He underscored the need for a comprehensive strategy to convert the massive influx of pilgrims into multi-day tourists by encouraging them to explore leisure, heritage, adventure and spiritual experiences beyond traditional pilgrimage routes.
He noted that the initiation of adventure activities such as rafting, paragliding, bungee jumping and water sports would transform Jammu into a round-the-year tourism hub while simultaneously creating significant employment opportunities for local youth.
The chief secretary reviewed the progress of key pilgrimage circuits, including Katra-Shivkhori and Uttarbehni-Purmandal, alongside adventure circuits covering Aithem Jammu, Chenab Rail Bridge, Baradari (Reasi) and Ranjit Sagar Lake (Kathua).
He also took stock of promotional initiatives in Patnitop-Sanasar, Surinsar-Mansar, Rajouri-Poonch and the leisure circuits of Bani-Bhadarwah, Sinthan and Wadwan.
Director Tourism Jammu, Vikas Gupta, detailed the works executed and promotional efforts undertaken across various circuits.
He elaborated on the Katra-Shivkhori circuit, integrating major religious centres, including Shri Mata Vaishno Devi, Shivkhori and historic sites such as Krimchi Temples, Raghunath Temple and Ranbireshwar Temple.
He said works worth Rs 3.55 crore have been completed at Shivkhori during the current year, while Detailed Project Reports amounting to Rs 44.53 crore have been prepared for infrastructure development at Katra under the PRASAD scheme.
Additionally, works worth Rs 11.50 crore have been undertaken at the Uttarbehni-Purmandal circuit to boost tourism.
Tourism department officials also presented a comprehensive overview of departmental initiatives, highlighting a multi-faceted approach focused on thematic circuits, heritage experiences, adventure tourism, infrastructure augmentation and promotion of offbeat destinations.
These efforts aim at increasing tourist footfall and encouraging longer stays by offering customised experiences aligned with diverse interests, they said.
The meeting was further apprised that a half marathon will be organised annually on the third Sunday of March, capitalising on Jammu's pleasant weather and peak tourist season.
This initiative to be started this year is going to be launched in December, aiming at establishing Jammu as an independent and holistic tourist destination offering world-class facilities and diverse experiences to its visitors, the officials said.
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Ayush signs off with silver at Badminton Asia Championships
Ningbo (China) (PTI): India's Ayush Shetty signed off with a silver medal after his giant-killing run ended in a straight-game loss to world No. 2 Shi Yu Qi in the final of the Badminton Asia Championships here on Sunday.
The 20-year-old from Mangalore struggled to find his rhythm, going down 8-21, 10-21 to the reigning world champion from China, as India's 61-year wait for a men's singles gold at the event continued.
Despite the loss, it was a creditable campaign from the unseeded youngster, who became only the second Indian men's singles player after Dinesh Khanna to reach the final of the continental showpiece.
Khanna remains the only Indian singles champion at the event, having won the title in 1965. Since then, only the men's doubles pair of Satwiksairaj Rankireddy and Chirag Shetty have lifted the trophy, winning it in 2023.
World No. 25 Ayush entered the contest on the back of defeats to Shi at the Malaysia Super 1000 earlier this year and the Indonesia Masters last season. However, he had played with far greater control and attacking clarity this week, toppling world No. 1 Kunlavut Vitidsarn, world No. 4 Jonatan Christie and world No. 7 Li Shi Feng en route to the final.
However, the Indian, a product of the Padukone-Dravid Centre for Sports Excellence in Bengaluru, failed to counter the tactical discipline of Shi, who used his repertoire of strokes and deception to deny Ayush the opportunity to play his natural attacking game.
Shi dictated the geometry of the court from the outset, controlling the net exchanges and forcing Ayush into the forecourt battle early. The variation in the Chinese player’s game blunted the Indian’s attack, as his smashes lacked precision and he succumbed to scoreboard pressure, leading to rushed shot-making.
Shi Yu Qi logged the opening points with two fine net dribbles to race to a 4-0 lead, as Ayush’s smashes lacked precision early on and he trailed 2-6. A long rally ended with the Chinese player going wide, offering the Indian some respite. A deceptive net shot helped Shi move to 7-4, and he extended the lead to 11-6 as Ayush struggled for control, committing a string of unforced errors.
Shi mixed it up effectively, producing a lovely drop shot and repeatedly drawing the Indian to the forecourt with cross returns like a metronome, forcing errors. Two down-the-line smashes gave Shi a massive cushion of game points, and he sealed the opening game when Ayush sprayed a return wide.
The Indian needed a complete reset to stay alive, and he responded with a thunderous straight smash before diving on both flanks to keep the shuttle in play and move to 3-1 in the second game. Shi continued to test Ayush with backhand deceptive net strokes and pushes to the deep, but the Indian managed to retrieve everything and even found his precision in time, with an on-the-line smash confirmed by Hawk-Eye and a well-constructed rally taking him to 7-2.
However, he couldn't hold on to the momentum as the Chinese clawed back to 7-7 after two long shots and a smash into the net from Ayush. A return that kissed the backline from Shi, followed by another error from Ayush at the net and a return into the net, handed the Chinese the advantage once again at the interval, as he led 11-8.
Shi’s ability to place the shuttle into empty spaces with his repertoire of strokes, often punctuated by a fierce smash, made life difficult for the Indian as he stretched the lead to 13-8. Soon, the Chinese was up 15-9 with another powerful smash.
A body return followed by a straight smash took him to 17-9, and another long shot from Ayush further dented his chances. A perfectly angled smash into the forehand corner brought Shi within two points of victory. He then unleashed a cross-court smash to earn 10 match points and sealed the contest with a return that cramped the Indian, targeting his hip.
