The J&K Tourism Development Conclave’ held in Srinagar underlined the unprecedented growth in tourism, with Lieutenant Governor Manoj Sinha highlighting the Administration’s efforts to create a sustainable tourism model. The model aims to position Jammu & Kashmir (J&K) as one of the most sought-after tourist destinations globally.
Post-COVID-19, Kashmir has witnessed a remarkable 300% Year-on-Year increase in foreign tourist arrivals. The surge is attributed to the administration’s focus on creating a conducive environment, formulating new policies, and providing stimuli to the tourism sector.
The return of Bollywood to the valley, spurred by the Competitive Film Policy, has created a vibrant film ecosystem, drawing prominent filmmakers like Imtiaz Ali, Vishal Bhardwaj, and Kabir Khan. Their projects showcase Kashmir’s breathtaking landscapes and contribute to a growing film tourism trend.
However, the rapid growth in tourism necessitates a balanced approach to ensure sustainability. The Lt Governor emphasized the importance of developing a roadmap to facilitate private investment in the tourism and hospitality sector. Adventure tourism, border and heritage tourism, offbeat destinations, golf, bird-watching, agro-tourism, and destination weddings are identified as key segments with immense potential. Leveraging these can diversify the tourism portfolio and mitigate the risk of over-dependence on traditional tourist spots like Srinagar, Gulmarg, and Pahalgam.
Sustainability in tourism is paramount. It involves not only preserving the natural environment but also maintaining the cultural and social fabric of the region. The administration must focus on strategic collaborations between government, local communities, travel trade, and industry players. The collaborative effort can lead to value addition and enhance the overall tourist experience. The implementation of mandatory quality standards and a quality certification mechanism for facilities and resources in the tourism and hospitality sector is crucial to maintaining high service standards.
Moreover, the influx of tourists and the booming film industry can put pressure on local resources and infrastructure. Thus, infrastructure development, including improved connectivity, efficient waste management systems, and the promotion of eco-friendly practices, should be prioritized. The administration’s focus on ease of travel, high customer value, and professional and skilled manpower will further strengthen the sector.
Brand-building and promotion through innovative marketing, IT, and digital tools are essential to sustaining interest in Kashmir. Highlighting lesser-known destinations can distribute tourist footfall more evenly across the region, preventing the overburdening of popular areas and promoting economic benefits across a wider area.
While the booming tourism industry in Kashmir holds immense potential for economic growth, it is crucial to adopt a sustainable approach. By ensuring strategic investments, maintaining high standards, and fostering collaborative efforts, Kashmir can not only preserve its pristine beauty but also offer a memorable and sustainable experience to tourists from around the world.
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