Excelsior Correspondent
JAMMU, Mar 13: In a bid to promote exclusively the ideal tourist destinations of Jammu region, Chief Minister Mufti Mohammad Sayeed today issued immediate directions to the Tourism Department to prepare an all-inclusive smart package that focuses on increasing the occupancy levels and increasing footfall of nature tourists in the region. He said that he will examine within two weeks the blueprint of the package, which will be prepared in consultation with the private tour and travel operators.
The Chief Minister, who holds the charge of Tourism portfolio, was speaking at review of the Department given by Commissioner/Secretary, Shailendra Kumar, here today.
In a bid to create another linkage to Jammu’s tourism potential, besides the huge influx of pilgrims who visit holy Mata Vaishno Devi shrine on a daily basis, the Mufti said there is an urgent requirement to target the region’s ideal and known locations like Sanasar, Bhaderwah, Patnitop, Sudhmahadev and Batote in the first phase.
He stated that the Tourism Conference showcasing the State’s three regions as one entity will be held at Patnitop later this month. “The Department should hold pre-conference discussions with all the stakeholders so that the meeting becomes fruitful and result-oriented,” he said and added that the aim of promotion of Jammu resorts is to optimally utilize the idle infrastructure and facilitate generation of employment opportunities for youth.
Asking Commissioner/ Secretary, Tourism, to prepare a detailed project report for Central funding of off-beat destinations in the region, Mufti Sayeed issued directions to expedite the construction of Patnitop Ropeway as well as exploring the possibility of organizing water sports around the Baglihar Dam catchment so that high-end adventure tourists are attracted to visit the area full of stunning locales.
He asked the Tourism Department to put in place a regulatory mechanism with proper checks and balances so that a discernible change is felt on the ground. “There has to be synergy between the Government and private stakeholders in the tourism industry,” he added.
Stating that increased spending and plan allocation in the tourism sector shall only be performance-based, the Chief Minister said time has come for the sector to show results in improving occupancy levels and significantly contributing towards State’s internal revenue generation. He added that the Department should explore all possibilities to source funding in the sector under the Centrally-sponsored schemes.
Reiterating the need for increasing State’s intake capacity to match the tourist inflow, Sayeed stated that the Government will soon take several steps to absorb as many tourists as possible.
“I have already expressed my desire to take back idle properties at known health resorts at Gulmarg and Srinagar and properly utilize unused infrastructure so that our intake capacity increases. These, however, remain interim measures. In long-term, we need to draw a map to develop high-end tourism infrastructure so that we cater to the requirements of overseas and domestic visitors,” he said and directed the Minister for Finance to take up the issue related to Centaur Lake View Hotel with the Union Ministry of Finance. He also directed Director Tourism, Kashmir, to immediately start light-and-sound show at Shalimar Mughal Garden at Srinagar.
The Chief Minister pitched for a collaborated effort by tourism players of Jammu, Kashmir and Ladakh to showcase J&K as one package. He stated that he will soon call the meeting of the Tourism Advisory Committee (TAC) which he heads for shaping the roadmap for a comprehensive tourism policy that drives performance-based investment in all sub-sectors. “Tourism is all about selling a good package by having the right linkages at the right places,” he said and emphasized on intervening tourism stakeholders with those in food and handicrafts industry.
Deputy Chief Minister Dr Nirmal Singh, who also holds the charge of Power & Housing portfolios, in his remarks, stressed the need for undertaking publicity campaigns at vantage points like the Jammu Airport, Railway Station and bus-stands, so that people who arrive for obeisance at Mata Vaishno Devi Shrine are made aware about opportunities of leisure and adventure tourism. He also said the Power Department will devise a strategy to provide regular power supply to the health resorts so that the visitors do not face any discomfort during their stay.
Expressing serious concern over huge cost involved in visiting J&K as compared to other tourist destinations, Minister for Finance Dr Haseeb Drabu advised the Tourism Department to strategize and find ways to make J&K packages cheaper. Describing the food culture of J&K as one of the finest in the world, Dr. Drabu asked the department to showcase local cuisines and recipes at all major health resorts.
Minister for Forest and Social Welfare Bali Bhagat highlighted the tourism potential of Dessa Valley. He requested the Chief Minister to carry out a visit so that the area is brought on the tourism map of the State.
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