Tourism has long been the lifeline of Jammu and Kashmir’s economy. Yet, despite the enormous potential spread across the length and breadth of the UT, tourist inflows remain largely concentrated in a handful of destinations-Srinagar, Gulmarg, Pahalgam, and Sonamarg in Kashmir and Katra in Jammu. This concentration has created twin challenges: overburdening of infrastructure at these sites and neglect of equally promising but underdeveloped areas. The reality is stark. Existing tourist hubs like Srinagar, Gulmarg, Sonamarg, and Pahalgam in the Kashmir division are already operating beyond their ecological and infrastructural capacities. Court and NGT restrictions rightly bar further large-scale construction in these fragile ecological zones, but the fallout has been overcrowding, congestion, and diminishing tourist experience. The inconvenience to both locals and visitors is evident in traffic snarls, inadequate parking, pressure on hotels, and growing waste management issues. No destination, however beautiful, can sustain unchecked human pressure without losing its charm.
The logic of diversifying tourist destinations is also economic. A tourist who restricts himself to Srinagar, Gulmarg or other known sites often concludes his visit within three to four days. But if new destinations are developed and seamlessly connected, the stay can be extended to a week or more. Every additional day spent in J&K translates into more demand for transport, hotels, restaurants, handicrafts, and local services. This ripple effect can generate thousands of jobs. Longer tourist stays also ensure a more even distribution of income across different regions rather than overloading a few pockets.
While the Kashmir Valley struggles with overcrowding, the story of the Jammu division reflects underutilisation. Despite drawing nearly one crore pilgrims annually to Shri Mata Vaishno Devi Shrine, the region has not managed to divert a significant number of these pilgrims to other tourism sites. Patnitop, blessed with natural beauty and proximity to the National Highway, could have been developed as a year-round hill station. Yet, owing to Supreme Court restrictions and policy inertia, development has stagnated. Even after clearance for constructing a conference hall, little progress has been made. Similarly, Mantalai, despite repeated announcements, has failed to kick-start its proposed yoga and wellness centre. Sanasar, Surinsar, and Mansar continue to languish for want of basic infrastructure like proper accommodation, waste management, and connectivity. The consequence is a glaring mismatch between potential and delivery. With trains now connecting Katra and Kashmir directly, Jammu risks losing its relevance. Equally vital is the promotion of Kishtwar, Bhaderwah, Doda, Bani, and Basohli, all of which have the makings of ideal destinations.
The CM’s insistence on site-specific master plans with special focus on solid and liquid waste management is a step in the right direction, as tourist destinations fall in eco-sensitive zones with lakes, rivers, or meadows forming their core attraction. Unplanned construction or neglect of sewage treatment risks an ecological disaster. A sustainable model of tourism must strike a balance between economy, ecology, and equity, as underlined by the CM; otherwise, tourism growth will erode the very resources it seeks to showcase.
What is equally important now is to move beyond presentations and announcements. J&K has seen repeated declarations of intent without commensurate action on the ground. Tourism needs a focused, time-bound, and target-orientated approach. Monthly progress reviews, strict adherence to project timelines, and accountability mechanisms are essential. Infrastructure must precede promotion; otherwise, expectations will outstrip reality.
The upcoming visit of the CM to participate in the JFTM Top Resa tourism fair offers a chance to bring back international best practices and ideas for diversifying tourism. Exposure to global trends can inspire innovative models of ecotourism, adventure tourism, and heritage tourism. Yet, the real challenge lies in local action. J&K is perhaps the only region in India that can boast of snow-capped mountains, lush meadows, pristine rivers, sacred shrines, heritage sites, and wellness potential-all within one compact geography. This diversity gives it an unmatched advantage, but only if harnessed with vision and urgency. Tourism in J&K is at a crossroads. The choice is between continuing to overload existing sites or building a sustainable future through alternative destinations.
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