Swati Suman
Jammu, once celebrated as the City of Temples, is gradually reshaping its identity. Beyond the sound of temple bells, a deeper rhythm is emerging, one that tells the story of Dogra heritage, living art, and a culture rediscovering itself.
Faith That Built Foundations
For decades, Jammu’s name was synonymous with devotion. Millions of pilgrims each year undertake the sacred journey to the holy cave of Mata Vaishno Devi in Katra, a tradition that continues to sustain the local economy.
According to the Directorate of Tourism, Jammu & Kashmir (2025), the region recorded over 2.36 crore visitors in 2024, with religious tourism forming a major share of the inflow. Shops, hotels, and transport services owe much of their livelihood to this spiritual circuit.
Yet, as pilgrim numbers multiplied, a realization grew, that faith, while foundational, was not the full story of Jammu. Beneath devotion lay centuries of Dogra culture waiting to be rediscovered, a culture of courage, artistry, and hospitality that shaped the region’s history long before tourism statistics began to be recorded.
The Heartbeat of Dogra Heritage
At the core of Jammu’s transformation lies the legacy of the Dogra dynasty, whose contributions continue to define the region’s identity. The Dogra Art Museum inside the Mubarak Mandi Palace remains a treasure of Basohli miniature paintings, royal costumes, coins, and manuscripts. These are not mere relics but echoes of a civilizational past that valued intellect and valor alike.
Beyond museum walls, Dogra heritage thrives in everyday customs, in Dogri folk songs, Bhaakh theatre, and the aroma of traditional cuisine. The famous Kaladi cheese of Udhampur, spicy Ambal curry, and humble Rajma-Chawal reflect a cuisine that is both royal and rustic.
Festivals such as Lohri, Baisakhi, Dogra Mahotsav, and Navratri unite communities in a shared celebration. Local artisans still craft embroidered Phulkari shawls, Pherans, and Pashmina wraps, symbols of patience and artistry. Government-supported fairs and exhibitions now help these crafts reach wider audiences.
Heritage Beyond Shrines
Jammu’s journey from a pilgrimage hub to a cultural destination is most visibly expressed through its architecture. The Mubarak Mandi Heritage Complex, once the royal seat of Dogra rulers, stands today as a symbol of revival. Under the Smart City Jammu Project, restoration of sandstone arches, murals, and courtyards is transforming the site into museums, cafés, and art spaces.
The creation of heritage circuits linking landmarks like Raghunath Temple, Bagh-e-Bahu Fort, Amar Mahal Palace, and Peer Kho Temple helps tourists experience a holistic story of Jammu, one that blends faith, architecture, and daily life.
Beyond the urban centre, destinations such as Mansar and Surinsar Lakes, Bhaderwah, Sanasar, and Patnitop are being developed as eco-tourism hubs, offering homestays, local food experiences, and cultural workshops that benefit communities directly.
Youth and the New Tourism Economy
Jammu’s tourism revival is being led by its youth. Government initiatives such as Mission Youth and Homestay Jammu encourage students, artists, and entrepreneurs to connect tradition with opportunity. These programmes train young people as heritage interpreters, eco-tourism guides, and local business owners.
The 2025-26 Jammu & Kashmir Budget earmarked ?390 crore for tourism development, focusing on sustainability and community participation. Workshops, cultural mapping projects, and digital heritage platforms are enabling locals to tell their own stories.
For the younger generation, this movement is not only about employment but also about identity, a shift from being custodians of the past to creators of a new cultural economy.
Balancing Growth and Preservation
As tourism expands, Jammu faces the classic challenge of modernization versus preservation. Unchecked commercialization can turn heritage into spectacle. To avoid this, tourism planners advocate responsible tourism, one that prioritizes authenticity, environmental care, and local participation.
This ensures that Dogra culture remains a living tradition, not a museum exhibit. Locals must be participants in their own heritage, and visitors should engage as partners in preservation, not mere consumers.
From Faith to Identity – The New Jammu
Today’s Jammu stands at a defining moment. Its shift from a pilgrim’s halt to a cultural destination is not a departure from spirituality but an evolution into a broader sense of belonging.
The same hills that echo with the hymns of Vaishno Devi now resound with Dogri music, art exhibitions, and heritage walks. The same courtyards that once hosted royal ceremonies are now platforms for artisans and storytellers.
Jammu’s beauty lies in this coexistence, where temple bells and theatre applause share the same rhythm, and where homestay kitchens and palace galleries tell the same tale of resilience and reinvention.
Faith gave Jammu its foundation; culture is giving it a new voice. The journey that once began with folded hands now continues with open eyes, exploring, celebrating, and belonging.
(The writer is Postgraduate Student at the Department of Mass Communication and New Media, Central University of Jammu)