The breathtaking valley of Bani, nestled in the Kathua district of J&K, remains a victim of official apathy despite its vast tourism potential. A region adorned with glaciated landscapes, gushing waterfalls, dense forests, and serene meadows, Bani could easily rival the famed destinations of Kashmir Valley and Himachal Pradesh. Yet, the Government’s approach to placing Bani on the tourism map appears more symbolic than substantial. While the Tourism Department claims to be developing Bani, the reality on the ground tells a different story. Official documents cite routine activities like Swachhta drives and the Bani-Basohli Utsav-held not even in Bani but in Basohli-as part of their tourism promotion strategy. These generic efforts, which are carried out across the UT, cannot be considered targeted development for a region that holds such untapped natural charm.
Even the few infrastructural initiatives mentioned-such as signage, hoardings, and some viewpoints-hardly suffice in transforming Bani into a tourist-friendly destination. Although a major project for developing tourism infrastructure in Sarthal Valley is underway with a budget of Rs 486.50 lakh, the pace of work is reportedly sluggish. Projects like eco-log huts, walkways, parking areas, and high-mast lighting are essential, but they need to extend beyond Sarthal and cover equally scenic areas like Chala Dhar, 7 Waterfalls, and Dhaggar. MLA’s remarks rightly highlight that mere tokenism won’t bring tourists to Bani. What is required is a holistic, long-term strategy that includes robust infrastructure, proper road connectivity, digital marketing, and accommodation facilities. Promoting the region through high-visibility campaigns across Jammu and even outside the UT is crucial. Tourists already visiting nearby destinations like Dalhousie, Bhaderwah, and Dudu Basantgarh can easily be diverted to Bani-if the facilities are in place.
It is high time the Government starts real investment in Bani’s future. The region deserves focused attention and a concrete tourism policy that goes beyond paperwork and token festivals. Turning Bani into a vibrant tourist hub is not just about boosting the local economy-it is about recognising and nurturing the hidden tourism gems of J&K.
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