From Pilgrimage to Pride: How Jammu’s Dogra Soul is Redefining Tourism

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 numbe