Vol. 7, Issue 12, Part B (2021)

Almost in every economy of the world, tourism sector plays a vital role in the contribution of generating revenue, employment opportunities and in economy’s GDP. In Jammu & Kashmir state also, the tourism sector is playing a huge role in the overall development of State’s economy. Kashmir has rightly been described as “Heaven on Earth” for its breath taking beauty throughout the world. Tourism sector has a great potential in Kashmir and it also provides immense business opportunities for the people in the Kashmir region. This paper attempts to examine the potential, opportunities and challenges of tourism sector in Jammu and Kashmir.