Dr Bharti Gupta
Tourism stands as a pivotal economic catalyst for Jammu and Kashmir, furnishing livelihoods for numerous residents spanning the hospitality, transportation, and associated domains. Consequently, fostering tourism growth assumes paramount importance in underpinning the local economy. In the wake of the repeal of Article 370, concerted endeavors have been undertaken to bolster the tourism sector in the region. International travel and tourism organizations have spotlighted Kashmir’s natural beauty and cultural diversity, captivating the interest of explorers drawn to discovering the area. Notably, the first seven months of 2023 have witnessed approximately 127 million tourists visiting Jammu and Kashmir. .
A distinctive juncture arose during the G20 event to showcase the region’s tourism potential and cultural opulence. Spanning May 22nd to 24th, 2023, under India’s G20 Tourism Track, the third Tourism Working Group convened in Srinagar, focused on five interlinked priority sectors: Green Tourism, Digitalization, Skills, MSMEs, and Destination Management. These priorities form the foundational framework for expediting the tourism sector’s evolution towards realizing the Sustainable Development Goals (SDGs) of 2030.
Concurrently, discussions were held on ‘Film Tourism for Economic Growth and Cultural Preservation,’ spotlighting strategies to boost film-related tourism. An initial draft of the ‘National Strategy on Film Tourism’ was unveiled, delineating a pathway to harness the potency of films in promoting tourist destinations. The event witnessed active participation from G20 member nations, invited countries, international bodies, and industry stakeholders. Running parallel to the primary event, a national-level side session, in conjunction with FICCI, was orchestrated to spotlight ‘Promoting Incredible India through Film Tourism.’ This forum offered states and union territories a platform to share policies and best practices underpinning film tourism development. Industry stakeholders also preffered recommendations to entice filmmakers to shoot in various locales across the nation, particularly in Kashmir. The region’s picturesque landscapes have been showcased as shooting locales for diverse Indian and global films. The Government’s intent to stimulate film production in the area has the potential to indirectly bolster tourism.
In the area of Pilgrimage Tourism, noteworthy strides have been made in terms of foolproof facilities and security arrangements during pilgrimages such as Amarnath Yatra and Chota Amarnath Yatra. Moreover, the construction of the Sharda Temple in Teetwal has served as an inspiring impetus for people across the nation to visit these areas, shedding the historical shadow of fear.
To beckon tourists from across the nation and borders, the Indian Government and local authorities have launched marketing campaigns spotlighting Jammu and Kashmir’s tourism potential. These campaigns underscore the region’s natural splendor, cultural heritage, and adventure prospects. The ‘Back to Paradise Campaign,’ spearheaded by the Jammu and Kashmir administration, endeavors to showcase the region’s innate beauty, cultural diversity, and adventure avenues, repositioning Jammu and Kashmir as a coveted travel destination.
Private investment infusion in the tourism sector has been a Government aspiration to catalyze growth and development. This encompasses initiatives fostering and incentivizing businesses to invest in the region. Concurrently, the Government has channelled resources into augmenting and cultivating tourism-associated infrastructure, encompassing roads, accommodations, and transportation facilities, with the aim of enhancing the overall visitor experience and rendering the region more accessible.
Furthermore, proactive measures have been adopted to advocate for and uplift local artisans, craftsmen, and traditional handicraft industries. Events celebrating local cuisine have been orchestrated to provide tourists with a taste of the region’s culinary offerings. Endeavors have been made to spotlight and preserve historical and cultural sites such as ancient temples, monasteries, and forts, serving as draws for heritage tourism enthusiasts.
The annulment of Article 370 was strategically designed to allure investments by enhancing regional accessibility and obviating specific legal barriers. This strategic shift is anticipated to engender amplified business prospects and economic advancement. Investor summits have been organized to showcase the region’s business potential, attracting both domestic and international investors and nurturing cross-sector collaborations spanning tourism, infrastructure, and agriculture.
A constellation of foundational initiatives are gradually coalescing to bolster tourism growth in the Union Territory of Jammu and Kashmir. Some of these are as following:
Ease of Business Reforms: Streamlining bureaucratic procedures, curtailing red tape, and rationalizing regulatory processes to facilitate smoother business operations and setup in the region.
Infrastructure Advancements: Substantial investments in infrastructure development, spanning roads, transport, energy, and technology, to heighten connectivity and overall business activities.
Skill Cultivation and Education: Initiatives, such as introducing tourism studies at school and college levels, to nurture a more skilled labor force aligned with industry requisites.
Start-up and Innovation Ecosystem: Creating an environment conducive to startups and innovation, including incubators, accelerators, and funding avenues, to galvanize entrepreneurship and technological progress.
The forthcoming actions envisioned for the Union Territory’s tourism evolution, as detailed in the ‘Key Features of Budgets (2023-24)’ document by the Finance Department of Jammu and Kashmir, encompass:
Tourism Mission: Pioneering a ‘Tourism Mission’ initiative, entailing the development and unveiling of 75 new destinations, 75 Sufi/religious sites, 75 cultural/heritage sites, and 75 new pathways. This endeavor seeks to disperse the economic dividends of the tourism industry to remote and previously unexplored regions. Promoting Film Tourism stands as a pivotal facet of the ‘Tourism Mission’ for the year 2023-24.
Caravan Tourism: A novel tourism vertical focusing on Caravan Tourism, aimed at providing tourists with fresh experiences and supporting uncharted areas and offbeat destinations through minimal infrastructure investments. An Eco Mobility facility at Sonamarg aims to facilitate visits to Thajiwas Glacier with minimal environmental impact.
Vista Dome Services: Collaborating with Railways to operationalize Vista Dome Services along the Baramulla-Banihal Railway Stretch, adding a new dimension to the tourism sector.
Promotional Activities: Organizing road shows, events, and festivals at the Union Territory, national, and international levels to bolster tourism.
Water Parks and Water-based Activities: Plans to establish water parks in Jammu and Srinagar. Enhancing water-based activities at Dal Lake, Mansar Lake, Bhagliyar Dam site, and more.
Recreational Facilities: Developing Athwajan Park in Srinagar and Khadinayar Park in Baramulla for recreational and adventure activities.
Sporting Endeavors: Initiating sporting activities at new destinations like Sonamarg, Doodpathri, Yusmarg, Bhaderwah, Patnitop, and Gulmarg.
Tourist Information Centers: Setting up Tourist Information Centers at key locations ofBaltal, Chandenwari, newly constructed Tunnel at Qazigund, Teetwal and Gurez for catering pilgrimage tourism during Shri Amar Nath Ji Yatra and promotion of Border Tourism.to cater to pilgrimage tourism and promote Border Tourism.
Cultural Promotion: Actively promoting traditional and cultural festivals across the Union Territory. Culture Centres to be established at Bandipora, Shopian, Anantnag, Kishtwar, Udhampur, Kathua, Jammu and Poonch.
Empowerment and Conservation: Encouraging women guides at tourist sites. Establishing Culture Centers in various cities. Restoring and conserving heritage sites, theaters, and monuments.
Innovation and Talent Hunt: Encouraging innovation through activities like talent hunts.
Heritage Restoration: Restoring and refurbishing historical forts and monuments to stimulate tourism. Two old heritage sites at Shergari Complex and Old Shri Pratap Singh (SPS) Museum Srinagar to be restored and conserved under conservation of heritage sites programme
Recreational experience of the Kashmiris through cinema theatre has been revived with the opening of a multiplex in the main city of Srinagar. Unfortunately during militancy swept Kashmir in 1989, and thereafter these rights of Kashmiri people were snatched by forcing cinema hall owners to bring down the shutters. Now after more than two decades, the people of Kashmir have been given these the provisions to get themselves live a normalized life.
The comprehensive and strategic groundwork outlined above collectively contributes to growth and development of tourism in the UT of Jammu and Kashmir. The people of Kashmir are also whole heartedly and positively taking up this change which has helped them to breathe free and light in the changed time after the abrogation of the article.
(The author is Department of Tourism and Travel Management, Central University of Jammu)
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