The Chief Minister has made a significant call for the Ministry of External Affairs to leverage India’s diplomatic power in persuading Western nations to lift the negative travel advisories against Jammu and Kashmir. The no-visit advisories not only discourage potential visitors but also make it harder for them to secure travel insurance, a vital consideration for many. Jammu and Kashmir’s tourism sector has struggled for years, with sporadic insurgency, militant activities, and natural disasters contributing to a sustained dip in international interest. While domestic tourism has flourished recently, the global tourist community remains cautious. CM’s recognition of the diplomatic role in addressing this issue is an acknowledgement that perception is a major barrier to recovery. Events like the G20 summit, Winter Games, and several others have highlighted Kashmir as a region of normalcy and an emerging hub for vibrant tourism activities. The success of this diplomatic push would depend largely on the MEA’s ability to convince key countries to amend their advisories. By removing these advisories, the international community would send a clear message that J&K is a stable, attractive destination for both leisure and business travel.
Another central aspect of CM’s vision for the future of J&K’s tourism is the shift from a “volume-based” tourism strategy to a more sustainable “value-based” model. Volume tourism often leads to overcrowding, environmental degradation, and a decline in the overall quality of the visitor experience. J&K, with its delicate ecological balance, faces unique challenges in managing large influxes of tourists. The region’s transport and basic amenities have often been overwhelmed by the seasonal surge in visitors. Focusing on value additions like ropeways, luxury resorts, and wellness and spiritual centres can make a substantial difference.
The popular tourist hubs of Gulmarg, Sonamarg and Pahalgam are already facing severe strain due to overwhelming tourist numbers. With the NGT imposing a ban on further construction in ecologically sensitive areas, accommodating additional visitors has become nearly impossible. Similarly, development activities in Patnitop, located in the Jammu region, have been stalled following Supreme Court directives. Further complicating matters is the lack of comprehensive master plans for several tourist locations, which hinders planned and sustainable development. With train services to the region expected to start soon, a significant increase in tourist footfall is anticipated. In this context, fast-tracked development of new tourist destinations has become an urgent necessity, as tourism remains one of the most viable and sustainable economic lifelines for Jammu and Kashmir.
CM has already laid out plans for nine new tourism destinations, which, if properly developed, could alleviate congestion in the Valley and introduce new experiences for visitors. These destinations will require substantial investments in connectivity, electricity, water supply, and sanitation. The involvement of multilateral agencies like the World Bank is a crucial step in securing the necessary funding and ensuring that the region’s infrastructure is developed in a way that is both sustainable and efficient. Furthermore, the push for private investment in the tourism sector, including the introduction of helicopter services and the expansion of cable car networks, reflects an openness to innovative solutions. These investments can enhance accessibility, reduce travel times, and improve the overall tourist experience. However, it is equally important for the Government to ensure that such developments do not come at the cost of the region’s natural beauty or cultural heritage.
Kashmir remains the primary draw for tourists, Jammu, with its religious and historical significance, has long been underutilised in the tourism discourse. The annual influx of pilgrims to the Mata Vaishno Devi shrine is a major source of tourism revenue, yet needs to diversify this flow to make Jammu tourism sustainable.
The approach to revitalising J&K’s tourism industry is comprehensive and pragmatic. However, success will depend on the Government’s ability to manage infrastructure development, secure international support, and balance economic growth with environmental sustainability. With the right investments, J&K can once again become the most favoured domestic and global tourist destination.
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