BJP Coalition Government has been talking vociferously about development of tourism in the State depending mostly on attractive nature and enervating climate of the State especially of Kashmir valley and Ladakh. Out of 50 tourist villages sanctioned by the previous UPA Government way back in 2008, only 27 tourist villages have been set up and the fate of the remaining 23 is hanging in balance. Why the previous Government could not complete these remains a mystery? However, leaving most of the projects incomplete is one of the unpardonable weaknesses of the J&K Government, no matter which Government is holding the reins of power. The simple logic is that before the State Government rushed to the Centre for providing more tourist villages and more funds for expansion of tourism in the State, it should have activated all forces to bring the pending 23 tourist village project to completion. That would have made it efforts for expansion of tourism more convincing.
The idea of establishing tourist village or eco-friendly tourist destinations was first mooted in some European countries. They have the infrastructure and the wherewithal that is called the pre-requisite of tourist industry. Essentially a tourist village is somewhat away from urban habitats for the need of clear air and environments and above all natural setting of the tourist destination. The question here is that when the Government could not develop 50 tourist villages in eight years how much time it would take for developing additional 50 tourist villages, which have been announced by the Prime Minister as part of the massive package for the State. In the first place, even the identification of the sites for developing in accordance with the concept is not that easy.
Tourist village is a concept floated by western countries. They first developed the concept thoroughly and minutely before developing the site. Some basic requirements of the tourist village have to be met. For the needs of potentially interested or already interested tourists it is necessary to prepare informative, advertising material with instructions about village outline, village offer, behaviour of tourists, working hours etc. Specialized local tour guides, either from the village or from headquarter, must be in charge of tourists. Tour guides must be previously professionally trained. Local population needs to be incorporated in tourist industry. Researches showed that those tourists who have affinities towards eco-rural destinations tend to seek experiences that offer them sense of closeness with the attractiveness of the village and with local population.
Coming from the conceptual level to that of implementation level, two things are of primary importance. First, is the availability of trained staff and by trained we explicitly mean innovative brains. They must make input from their side to make the given destination attractive, unique and inspiring. Secondly, in tourist village philosophy, much importance is given to cultural facets of the site. True, the Prime Minister has provided adequate funds for the development of fifty more tourist villages. Nevertheless, experience has shown that having adequate funds at the disposal of the Government does not make things go at the end of the day. It is the vision, the quality and the service that matters.
Tourism Department has to be clear on one point. It should not entirely depend on visits by foreign tourists. The Department must focus on national visitors and tourists and develop the tourist village to meet their taste. The Prime Minister has made a revelation and all concerned should understand its full meaning and implication. He said that around 1.75 crore Indians visit abroad annually and J&K should attract at least 5 per cent of this number. Therefore, it is now for the State Government to see how soon and how efficiently it can utilize the funds kept at its disposal to boost the tourism of the State.
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