<h1>Value-based tourism to reposition Jammu and Kashmir as a higher-quality destination, easing congestion and improving access.</h1> Jammu and Kashmir should shift from a volume-driven tourism model to value-based tourism, repositioning the region as a higher-quality destination to encourage repeat visitation. The government intends to develop nine new destinations funded through multilateral agencies to relieve congestion at established Valley sites, and anticipates a new Vande Bharat rail link to improve access and mitigate high domestic airfares.