Jammu, June 23: The All Jammu Hotels and Lodges Association (AJHLA) on Monday raised concerns over a severe decline in hotel occupancy in the Jammu region following the April 22 terror attack in Pahalgam, saying that bookings have dropped to a mere 10%, severely impacting the local tourism industry.
Speaking at a press conference, AJHLA members said the fallout from the attack has disproportionately affected Jammu’s tourism sector. “Our survival is now at stake,” they stated, highlighting that the government’s tourism focus appears to be heavily tilted towards the Kashmir Valley, leaving Jammu neglected.
They urged Shri Amarnath Ji Yatra (SANJY) pilgrims to also include Jammu in their travel plans and explore the tourism potential of the region. “We welcome the yatris wholeheartedly, and appeal to them to visit Jammu as well,” they said.
The association criticised what they described as the government’s lopsided approach, alleging that tourism-related initiatives and attention have primarily benefitted Kashmir, while Jammu continues to face declining visitor numbers even in peak seasons.
Expressing disappointment, AJHLA members said they had hoped for a tourism revival during the Amarnath Yatra, but the situation has remained grim. “Due to poor footfall, we are being forced to cut down on staff,” they added, urging the government to urgently introduce a dedicated policy to revive tourism in the Jammu division. (Agencies)
