Excelsior Correspondent
JAMMU, Aug 11: Dr. Vikas Gupta, Director Tourism Jammu, today chaired an important meeting of the department to review and deliberate upon crucial actionable points for strengthening tourism governance and enhancing visitor experiences in the region.
The discussions encompassed a comprehensive review of notified parameters, PSGA, expediting the restoration of the tourism portal, enforcement of the J&K Adventure Tourism Guidelines (2019), adoption of global best practices and expansion of notified services under PSGA. He issued clear directions to the concerned officers for prompt and time-bound implementation of these measures, with a focus on improving service delivery, ensuring safety, and aligning Jammu’s tourism offerings with national and international standards.
He further informed that the security audit and Annual Maintenance Contract (AMC) of the department’s portal have been completed and the site is now fully functional. Accordingly, he directed the prescribed authorities to ensure seamless facilitation and timely disposal of services, and to clear pendency (if any) within one week, positively.
While reviewing the adventure guidelines, he emphasised the timely processing of registration and renewal cases of Adventure Tour Operators (ATOs) and underlined the importance of promoting adventure sports as a key pillar of Jammu’s tourism profile.
To encourage water-based adventure tourism, particularly rafting in Doda and Baradari, he directed the concerned officers to immediately process and issue the necessary permissions to registered ATOs. He stressed that rafting, trekking, paragliding and other adventure activities have immense potential to attract tourists, create local employment opportunities, and position Jammu as an emerging hub for thrill and nature-based tourism. He also instructed that safety protocols, trained guides and quality equipment must be ensured at all times to maintain the highest standards of tourist safety.
Highlighting Jammu’s vibrant cultural traditions, he also reviewed the ongoing publicity and promotional activities, notably the preparations for the upcoming Kite Festival. He issued instructions to ensure its grand celebration and extended a warm invitation to residents and tourists to participate in this age-old tradition, which unites communities in a spirit of joy, colour, and festivity, while showcasing Jammu’s cultural vibrancy and scenic charm.
The meeting was attended by the Joint Director Tourism, Jammu; Aijaz Qaiser, Deputy Director Tourism (Registration & Adventure); Savita Chouhan, Assistant Director Tourism NHW Batote, Rajouri, and Katra; Vishal Sadhotra, Assistant Director Tourism; Tourist Officer Samba and Udhampur and officials from the Registration and Adventure Sections.
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