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Purpose A wetland is a place of tourist attraction, and tourism values play a key role in economic development. Among various services provided by a wetland, recreational services are increasingly valuable in the tourism sector. This paper aims to unfold the potential recreational values of the Dal Lake in Jammu and Kashmir, India. Design/methodology/approach The study uses individual travel cost methods (TCMs) and assesses its impact on regional development in terms of income and employment generation. A sample of 200 tourists is selected through an on-site survey on Dal Lake, and the demand for recreational visits and its value is estimated by employing the truncated Poisson regression model (TPRM) and un-truncated Poisson regression model (UTPRM). The consumers' surplus is estimated and tourists' benefit to visiting the wetland is explored. Findings On average, estimated consumers' surplus per visitor is Rs 6,250 (US$96.15) and Rs 25,000 (US$384.61) from respective models. The annual total recreational value of the lake is accounted for Rs 1713m (US$ 26m). This high consumer surplus (CS) and recreational values of the lake indicate large demand for its recreational facilities. Originality/value The study is based on primary data and thus, is original. The paper has implications for the policymakers to formulate sustainable management plans for the proper use of Dal Lake and tourism development.