Jammu, Nov 13: Secretary Tourism Avny Lavasa on Friday reviewed preparations for the second edition of Jammu Marathon 2027 and the promotional calendar of upcoming tourism events across the Jammu region.

During the meeting, Director Tourism Jammu Vikas Gupta briefed her on ongoing promotional activities, tourism festivals and the proposed roadmap for the marathon.
The review covered event planning, participant mobilisation, sponsorship, media outreach, promotional partnerships and race-day arrangements.
Emphasising the need to build on the inaugural edition's experience, Lavasa called for developing Jammu Marathon into a major annual sporting event with national appeal and positioning the region as an emerging sports tourism destination.
She stressed a comprehensive publicity strategy involving print and electronic media, social media campaigns, outdoor advertising, influencers, running clubs, educational institutions and corporate organisations to maximise participation.
The Secretary also reviewed preparations for upcoming tourism festivals and events at Patnitop, Sanasar, Bhaderwah, Sarthal, Doda, Kishtwar, Ramban, Rajouri and Poonch.
She directed officials to prepare destination-specific event calendars highlighting the region's cultural heritage, natural beauty and adventure tourism potential.
Lavasa also called for promoting traditional festivals, including Lohri, Baisakhi and Shivratri, as established tourism attractions through advance planning, local participation and focused publicity campaigns.
Senior Tourism Department officers, including Joint Director Aijaz Qaiser Malik and Additional Secretary Owais Mushtaq, attended the meeting and discussed coordination measures for timely implementation of the planned activities.