Tourism is the most important industry for Jammu and Kashmir’s economy, as it provides employment opportunities for a large number of people. Known for its natural beauty, historical monuments, religious places, and cultural diversity, UT has immense potential for tourism from both domestic as well as international tourists, and both regions have something unique to offer. The only thing left is to build the necessary infrastructure and promote what we already have.
The Government aims to position the Union Territory as a leading global tourist destination by 2025, with an average investment of Rs 2,000 crore per year and the generation of employment for around 50,000 people annually, for which the J&K Tourism Policy was formulated in 2020 and which focuses on sustainable and responsible growth of the tourism sector, improving conditions for tourism development, supporting tourism industries, strengthening tourism-support functions, and developing tourism sub-sectors. The focus is to make tourism in Jammu and Kashmir a natural, global, modern, traditional, mystical, and entertaining experience. A roadmap has been drawn to achieve these objectives by developing tourism infrastructure, promoting off-beat destinations, improving accessibility, enhancing human resources, developing sustainable tourism, and implementing PPP for tourism infrastructure.
There are certain roadblocks, the major one being accommodation. Certain popular tourist destinations like Patnitop, Gulmarg, Pahalgam, Sonamarg, and many more are forest areas with ecology and environmental concerns, so no major construction is permitted. As an alternative, high-class tented accommodation and prefabricated structures are planned. Common sewage treatment plants to reduce costs and water pollution are being promoted.
Developing water bodies as major tourist destinations is equally important. Mansar, Sanasar, Surinsar, and the different lakes of Kashmir, in addition to Dal, can be major game changers. Enough budget provisions have been made for lakes.
Major tourist destinations are already brimming with tourists, and there is no further capacity to accommodate an influx of more tourists. The focus is on non-traditional tourism like skiing destinations and adventure activities like rafting at Kishtwar, Reasi, and Bhaderwah, eco-tourism parks, golf tourism, and wellness tourism like yoga asharam at Mantalai. Helicopter connectivity to far-off destinations, alternative ropeways at Pahalgam and Chenani, and the development of Tulip gardens in Jammu Division at Kud, Sanasar, and Poonch are major impetuses for tourism in the region. Alternative sites for pilgrimage tourism are Uttar Behani, Chauntra Mata, Sukharala Mata, Shahdara Sharief, Budda Amarnath, and many other places. Rural tourism is the future of tourism, so the stress is on homestays to attract tourists and generate employment avenues, especially in Jammu Division, because of all-weather connectivity and numerous beautiful hilly tourist places for the summer.
There are still several challenges, including a lack of basic hygienic amenities at halting points, non-standardisation of rates and fares, lack of sound marketing and promotion strategies, poor maintenance of heritage sites, lack of passionate and trained professionals, inadequate capacity, costly travel, lack of supportive infrastructure, uneven promotions, and untrained guides. Addressing these challenges will be important for the continued development and growth of the tourism industry at UT.
Shifting tourism from a seasonal activity to a year-round one with proper marketing for each season is an art that tourism departments have to adopt and develop. Jammu’s Tourism Department has to come out of the shadow of Kashmir tourism. Training and development programmes to create a local skills inventory and sensitization programmes for community participation in tourism activities are most important.
The administration’s efforts are consistent, and the results are already there with record tourists in Kashmir. More efforts at the development authorities’ level with ample budget support have to be focused. Roadblocks for every prospective tourist destination must be resolved. Departments have to rise to the occasion, as there is no scarcity of funds. The intent is clear; results will be there.
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