Tourism in the State is one theme on which we have maximum of printed material in hand. Some times one feels that the theme is blown out of proportion. In other words it means that tourism in the State has neither the potential that we attribute to it nor are there all the pre-requisites that would make it a real economy generating industry. Instead of saying that we have no tourism policy, as the media often states, the right thing to say is that we have no tourism culture. Tourism culture should come before tourism policy. And developing tourism culture is a historical phenomenon as well as a vision of future prospects of the industry. The question will be asked why not we could develop tourism culture in the State. This is a subject of dispassionate debate and consideration.
The basic of tourism culture is to sell ones commodity to a willing customer. In doing so, we need to understand the priorities, tastes and expectations of the customer. At the same time, one could and should try to learn how developed countries in the west are handling tourism industry for selling the name and fame of the country rather than concentrating on the material gains for individuals connected with the industry. Tourists are attracted more by the culture that is sold to them and not the handicrafts and artefacts that bring substantial income to the suppliers. Therefore, the first and foremost requirement in developing tourism industry in our state is to take it away from individual gains and benefits and raise it to the level of national industry.
We must also take into account that disputed status of our State is also adversely affecting tourism industry. There exists a gap, big or small, in good and friendly relations between the handlers of tourist industry in the State and the tourists coming either from within the country or from abroad. Let us be more precise. The latest trend in world tourism, especially among developed and advanced countries, is that of paying-guest-tourism. It means that households are registered with the Tourism Department who are willing to accept tourists as paying guests. This entire scheme is fully standardized so that neither the tourist nor the host needs to be in any doubt. The host takes it upon himself to make the tourist comfortable, draw his itinerary during his stay, and provide him with conveyance, guidance and other accessories. It is to make the tourist feel at home and part of the culture in which he finds himself. What ultimately happens is that a sort of fraternity and intimacy develops between the two and thus it jointly gives rise to cultural coordination. This element is totally absent in our State. Nor have the authorities of Tourist Department focused their attention on developing this aspect of tourism.
But in this case, there has to be a level of economic and social life which would support paying-guest-tourist industry in the State. Our life style is outdated and outmoded. It is far removed from modern life and life style. Therefore, unless we are economically and socially more advanced to be able to imbibe the spirit of modernity, we cannot develop clear cut tourist policy. Just having lush green pastures and snow clad peaks and meadows here and there are not the real attraction for a foreign tourist. Europe and other parts of the western world are far more beautiful and scenic than State. What we lack is the sense of allowing nature to maintain its pristine purity and beauty. We have encroached upon nature and we have defiled it for our pecuniary benefits. Any foreign tourists will tell you same story because he knows what it means in Western developed countries to defile a tourist spot like Pahalgam or Gulmarg. Name a single tourist destination in State to whose grace and pristine purity we have added from our own. Also name a single tourist destination which we have spared from spoliation and defilement. What tourist policy do we expect the Government to have under these circumstances? To be very frank and honest, we lack aesthetics and eye for beauty of nature and man. We lack the spirit of innovation in tourism industry.
In final analysis, the Tourism Department will need to introduce total change in its thinking, functioning and policy planning. It is an outdated and outmoded policy that the department is pursuing. There is total lack of initiative and originality. It is not at all in tune with modern system of tourism. There have to be numerous Tourism Training Institutes. Tourism has to be included in the curriculum at schools, colleges and universities. Frequent seminars and symposia need to be organized about how to improve and modernize our tourist industry. Private sector needs to make major contribution towards the improvement of tourism in the State. Identifying new tourist destination is not a matter of priority. What actually is a matter of priority is to streamline, improve and modernize the existing tourist destinations in the State. For that the department must have a well considered policy.
Trending Now
E-Paper
Follow our WhatsApp channel