Rachna Vinod
Lying cosily In the lap of Shivalik thills, the sacred threshold of the Himalayas, Jammu has long been known as the ‘City of Temples.’ But the spiritual significance of this region extends far beyond. As the southernmost part of the Union Territory of Jammu and Kashmir, it is a vital link in India’s pilgrim map – home to shrines that attract over a crore of devotees annually, while sustaining ancient local traditions and sacred geographies. At the center of this sacred economy lies a dynamic model of pilgrim tourism, a form of travel that blends religious purpose with cultural immersion, community celebration, and economic livelihood. Here, faith is not a monument – it is a way of life.
Jammu isn’t just a stop on the way to Kashmir. It’s a sacred destination in its own right – full of hilltop temples, ancient caves, Sufi shrines, and folk festivals that turn devotion into celebration. Whether you’re trekking to Shiv Khori, lighting candles at Peer Mitha, or joining a rural mela in honor of Sukrala Devi, pilgrim tourism here is a journey through faith, culture, and community. Jammu’s sacred geography is more than a matter of faith – it is a living, breathing landscape of pilgrim movement, cultural memory, and regional identity. From cave shrines and hilltop temples to Sufi dargahs and border festivals, pilgrim tourism here blends devotion with diversity, drawing millions to its mystical folds.
The most iconic pilgrim destination in the region – and one of the most visited in the country – is the Shri Mata Vaishno Devi Shrine, located near Katra in Reasi district. Perched at an altitude of over 5,000 feet, the shrine is accessible via a steep 12-kilometre trek through the Trikuta Hills, or via helicopter and ropeway services. Each year, more than ten million pilgrims undertake this journey to pay their respects to the three sacred pindis – natural rock formations representing Mahakali, Mahalakshmi, and Mahasaraswati. Chanting “Jai Mata Di”, devotees create a rhythm of collective faith that defines the spiritual aura of the hills. Managed by the Shri Mata Vaishno Devi Shrine Board (SMVDSB) since 1986, the shrine exemplifies the successful convergence of faith and modernity – with well-developed roads, lodging facilities, digital queue systems, and a model of sustainable shrine management. It also provides employment to thousands and sustains the regional economy year-round.
Tucked away in the Reasi district, the Shiv Khori shrine is a mystical cave housing a self-manifested Shiva lingam. Pilgrims walk barefoot through a 200-meter tunnel, where natural formations depict mythological figures and tales. Especially popular during Mahashivratri, the shrine offers a deeper, more intimate spiritual experience for pilgrims who seek silence and awe. Near the Indo-Pak border in Samba lies the Baba Chamliyal shrine, devoted to a 17th-century saint, Baba Dalip Singh Manhas. Despite border tensions, the shrine remains a symbol of shared faith and syncretic culture. Located in the Kathua district, the hilltop temples are dedicated to manifestations of the Goddess Durga. Steep treks, panoramic views, and seasonal melas define their spiritual rhythms. Pilgrims from Himachal, Punjab, and Jammu throng to these sites during Navratras, celebrating with devotion and traditional song.
Pilgrimage in Jammu is not confined to temples – it spills into fields, streets, and hilltops in the form of melas, ritual fairs, and cultural festivals. The Katra Navratra Festival, organized transforms the town into a hub of devotional music, religious processions, handicraft exhibitions, and folk performances. The Jhiri Mela, held near Jammu city, honours the memory of Baba Jitto, a farmer-saint who sacrificed his life for justice. It is a celebration of agrarian ethos and faith. In Bhaderwah and Doda, festivals like Mela Pat preserve traditional music, dance, and oral storytelling, entwined with local pilgrimages. These festivals play a dual role – reaffirming cultural identity and sustaining seasonal pilgrim economies.
Pilgrim tourism in Jammu is enriched by its Sufi heritage, which nurtures spiritual harmony beyond sectarian lines. The regional shrines and lesser-known pilgrimages, many deeply embedded in Dogra, Gujjar, and Pahari cultures are held in high reverence. These shrines, though smaller in scale, are powerful sites of local faith and social cohesion, which nurture spiritual harmony beyond sectarian lines. The shrines of Peer Mitha, Baba Buddan Shah, and Baba Roshan Shah Wali in Jammu city are revered by both Hindus and Muslims. Further west, the Shahdara Sharif shrine near Rajouri and Hazrat Ali Shah Dargah in Poonch exemplify a shared devotional ethos that transcends communal divisions. Urs festivals and ritual offerings define the Sufi pilgrimage, attracting thousands of devotees with their message of peace and love.
Recognizing the economic and cultural importance of pilgrim tourism, the government of Jammu and Kashmir initiated several schemes to improve accessibility and pilgrim services. The PRASAD scheme (Pilgrimage Rejuvenation and Spiritual Augmentation Drive), has improved sanitation, roads, lighting, and pilgrim shelters at major sites. Under Swadesh Darshan, integrated circuits like Jammu-Katra-Reasi-Patnitop are being promoted to create multi-day pilgrim experiences. The Udhampur-Katra rail link, expansion of Jammu Airport, and digital platforms for e-darshan and ticketing have modernized travel for pilgrims. The Shrine Boards are also investing in eco-tourism models, green initiatives, and disaster management systems to ensure sustainable growth.
Pilgrim tourism is a vital economic lifeline for the Jammu region. From pony operators and porters to dhaba owners, hotel staff, and local artisans, thousands of families depend on the inflow of pilgrims. In towns like Katra, over 70% of employment is linked to religious tourism. Seasonal pilgrims also provide stimulus to rural economies near lesser-known shrines. Despite its strengths, pilgrim tourism in Jammu faces several pressing challenges of seasonal congestion during major festivals, leading to strain on infrastructure. The future lies in balancing faith with sustainability – creating policies that honor both the pilgrim and the place.
Pilgrimage in Jammu is not a relic of the past – it is a living rhythm of the present, where faith is a way of life. It is how communities mark time, express devotion, and reconnect with their roots. It is where folklore, faith, and fraternity come together. In an era when spiritual tourism is becoming global, Jammu offers a deeply plural experience – rooted in nature, resonant with heritage, and alive with human stories. Whether it is a cave echoing with mantras, a border shrine bridging distances, or a village fair remembering a saint-farmer – every pilgrim path in Jammu leads not only to a deity, but to the heart of a region that still believes in the sacred – quietly, insistently, and wholly.
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