The Ministry of Tourism in India announced the winners of the ‘Best Tourism Village Competition’ held across the country. The competition received over 750 entries from 315 districts across 31 States and Union Territories. After a rigorous evaluation process, 35 villages were recognised as the ‘best tourism villages’ in India. The gold category winners include Dawar village in Jammu and Kashmir, a pride moment for the entire UT. Despite the challenges posed by the COVID-19 pandemic in recent years, the tourism sector of UT has shown steady growth, the highest level in 75 years, totalling 1.88 crore, with a 59 per cent increase in foreign tourists. The successful G20 working group meeting in Srinagar further boosted foreign tourism, highlighting the constructive approach and initiatives taken by the Union Territory to promote tourism.
This success story is the outcome of the consistent efforts of the LG administration to bring lesser-known places to the forefront. Initiatives like fairs, festivals, heritage walks, nature treks, trekking expeditions, rock climbing, cycling, ice hockey, and winter sports have been introduced to engage youth and locals in tourism promotion activities. The focus has been on developing 75 offbeat destinations, highlighting 75 Sufi or religious sites, identifying 75 new cultural or heritage sites, and creating 75 new tracks in the Union Territory. The Tourist Village Development Programme has been launched to promote homestays in picturesque rural areas and enhance the infrastructure to accommodate the growing number of tourists. All these initiatives reflect India’s commitment to promoting rural tourism and sustainable development, aligning with Prime Minister Narendra Modi’s vision of bringing far-flung villages into the tourism fold and supporting businesses like homestays, small hotels, and restaurants in these areas.
The Dawar village’s successful elevation to the highest award is due to the efforts to tap into the tourism potential of Gurez, which have yielded remarkable results, with the region witnessing a significant increase in tourist numbers, from a few hundred visitors annually to an impressive 35,000 or more tourists now. Gurez’s natural beauty, coupled with its unique cultural identity, stands as a significant asset in this endeavour. Even the army contributed to these efforts and conceived ‘Shinon Meeras’ as a cultural centre dedicated to preserving and promoting the rich artistic heritage of the Dard-Shina tribal community. This initiative offers valuable insights into their culture, language, and way of life.
Considerable efforts have been invested in developing infrastructure and connectivity, establishing tourist village networks, and promoting adventure tourism alongside sightseeing. Today, tourists seek to make the most of their visit by indulging in local cuisine and immersing themselves in the culture and traditions. Spiritual tourism regularly draws devotees from all over the country, whether it’s the Mata Vaishno Deviji’s darshan, the challenging Shri Amarnathji Yatra, or the annual Urs at Sufi shrines in the Valley, creating a deeper connection with Jammu and Kashmir. The true beauty of Jammu and Kashmir often has remained hidden amidst the hustle and bustle of popular tourist destinations. Offbeat, unexplored, and lesser-known places in the UT possess mesmerising qualities. To promote tourism in the Union Territory effectively, a cluster-based approach involving development partners, private sector collaboration, and community engagement is needed. Residents living near tourist sites are now offering rental stays in their homes, reflecting the warm hospitality ingrained in Jammu and Kashmir culture. Tourists can book these homestays at reasonable rates in advance, which can also help stabilise lodging and boarding charges in the nearby hotels. However, tourists often face two challenges: time constraints and a lack of knowledge about the unexplored gems of Jammu and Kashmir. This is where travel agents, tourist guides, tour operators, hoteliers, and adventure groups play a crucial role in introducing travellers to these hidden treasures. Processes and efforts are on to make Jammu and Kashmir a top tourist destination in the world.
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