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In recent years, the tourist industry's role as a key player in the socioeconomic dynamics of a country, particularly one with internationally renowned attractions, has come to be widely acknowledged. Growing consumer demand for vacations and other forms of recreational travel has resulted in a boom for the tourism industry, which has contributed significantly to the expansion and sustainability of many countries while also providing a wide range of other benefits to a wide range of people. Tourism has been a major tool of economic development round the world and in the recent years it has proved its potential by emerging as the fastest growing industry, contributing about 9% to global Gross Domestic Product (GDP). Sustainable tourism is more ecologically beneficial since it provides people with employment and financial compensation while causing no damage to the environment. Tourism is recognized by the government as a sector with substantial potential for economic development and employment generation among the general population. Tourism is considered the backbone of Jammu and Kashmir (J&K) economy. It generates/promotes employment opportunities, infrastructure development cultural exchange, revenue/income generation and also promotes regional growth, that accelerates the economic growth and development in Jammu and Kashmir. Jammu and Kashmir is paradise for tourists it is covered with hilly mountains represents the awe inspiring, supremacy, beauty and opulence of nature. It consists of two regions namely Jammu, Kashmir. Different tourist centers have different attraction like heritage, pilgrimage, infrastructure, natural beauty, etc. But Jammu and Kashmir has combination of all the attraction natural beauty, pilgrimage heritage, cultural, handicraft that attracts the tourists from all over the world that provides an extra boost to the Jammu and kashmir economy. World tourism groups, such as the World Tourist Organization, have established that India has a substantial tourism development potential, especially for developing nations. Several nations, including India and China, are anticipated to have 'established themselves as global tourist heavyweights by 2020, according to forecasts. As a result of tourism's severe environmental consequences, despite the industry's rapid rise in recent years and promising growth prospects, there is growing worry over the industry's long-term sustainability as a development paradigm. Tourism has negative consequences on the environment, since it reduces the carrying capacity of the ocean's ecosystem. Tourism has detrimental consequences on the environment, impacting the carrying capacity of the region, the flora, the air quality, bodies of water, the water table, wildlife, and the natural environment. Tourism has a negative impact on the environment. The concept of ecotourism is gaining popularity since it has the potential to be helpful in the long term to the growth of the tourist industry. In addition to providing employment and cash to local communities, ecotourism has the potential to generate much-needed foreign currency for national governments, all while protecting the long-term viability of natural resources.