Ajay Khajuria
As the World Tourism Industry recovers from the devastating effects of the Coronavirus 19 pandemic, cultural tourism is increasingly becoming a preferred strategy for recovery and revival due to its positive implications, not only for the long-term health and resilience of the sector, but also of the local communities. Statistics released by the World Tourism Organization (UNWTO) reveal thatby end of November 2023, international tourist arrivals have recovered to an aggregate of 87% of the, pre-pandemic, 2019Global levels, with South Asia slightly ahead at 95% recovery.
With millions of international tourists flocking to India,during conducive climatic conditions from October to March, primarily to see and learn about its rich Architectural and Cultural Heritage, this may therefore be the right time for the UT of Jammu and Kashmir to widen the scope of its tourism promotion strategy.There are a host of attractions for the cultural tourism market within the narrow sub-tropical belt running along the southern rim of the Union Territory, which has an equally favorable weather for drawing International tourists during theWinter months. While efforts by the UT Administration have pushed tourist inflow to record levels in segments comprising the well beaten track, a more wholistic approach can take tourist footfall to new heights.
Strong foundations stand already laid by the Department of Tourism during the period 2005-08 for promotion of cultural tourism to potential destinations located in the said sub-tropical belt. These primarily include Basohli, Jammu, Akhnoor and Reasi, besides other nearby locations, where the Department initiated creation of requisite tourist facilities and measures for preservation and showcasing of the unique local cultural assets. Subsequent developments and initiatives by related departments/agencies have further added to the viability of these destinations.
Basohli
The recent approval of a GI Tag for the World famous Basohli miniature paintings by the Government has added to the potential for promotion of cultural tourism to the historic town of Basohli, which lends its name to thistraditional art form.Dating back to the seventeenth century, Basohli Paintingsare already prized possessions of Museums across continents, including the Museum of Fine Arts in Boston (USA) and the Victoria and Albert Museum in London. Within the country, besides adorning the Rashtrapati Bhawan, the National Museum, New Delhi and several Museums/Art Galleries in other States of the country, the art form will also now be on display in the new Parliament Building in New Delhi.
Art lovers from across the World can be attracted to Basohli if the requisite tourist amenities are provided and an effective marketing strategy is adopted. Proper refurbishing of the Art Centre at Basohli constructed by the Tourism department in 2007-08, and putting it to such use as it was originally designed for, will facilitate creation and showcasing of indigenous paintings in the studio units provided therein, and also enable tourist – artist interaction giving a boost to the artists.
Similarly, the scenically located Tourist Bungalow, with a commanding view of the Ranjit Sagar Lake on river Ravi, also constructed by the Tourism Department during the same period, has immense potential. With proper renovation, expanded capacity and trained staff, to manage it on professional lines, it can go a long way in promoting tourism to Basohli.
Innovative showcasing of other cultural assets like the remnants of the once grand Basohli Fort; the Ancient Mahadera Temple located in the town; and, the skills of craftsmen who weave the celebrated pashmina shawls of Basohli, can provide additional cultural attractions for tourists.
Jammu, the City of Temples
The old city of Jammu is replete with a wealth of Architectural, Cultural and Religious assets. Conservation of the Mubarak Mandi Palaces Complex, the seat of power of the former Dogra rulers who created the erstwhile State of Jammu and Kashmir,was initiated by the Tourism Department in 2006. The formulation and approval of a Master Plan for its Comprehensive Conservation and Adaptive Reuse, by the Mubarak Mandi Jammu Heritage Society in 2019, further provides the required framework and impetus for promotion of cultural tourism in Jammu.
The huge complex, depicting a palace-fortress topography, represents Jammu’s historical and cultural identity. Overlooking the scenic Tawi basin, and built by different rulers of Jammu over time, it dates back to the early eighteenth century. Numerous profusely decorated palatial buildings planned around courtyards reveal excellent craftsmanship and display a unique blend of European and Regional architectural styles, with improvised garden pavilions towards the Tawi river side, offer a cultural treat for tourists.
The Master Plan, incorporating inputs by citizens, officials and experienced consultants,envisages a Cultural Heritage Centre with numerous thematic museum galleries, center for cultural exchange, art and craft center, exhibition areas, convention center,visitor interpretation center, etc. to provide world class attractions for engaging visitors. Also proposed are ethno-recreational activities like cultural programs, laser / sound and light shows, ethnic food stalls, festivals, etc.to appeal to tourists as well as to local inhabitants. It also outlines ways and means for generating funds for meeting maintenance and operational costs to make the complex financially self-sustaining.
The proposal for inclusion of the iconic complex in the ‘Tentative List of UNESCO World Heritage Sites’, forwarded to the World Heritage Committee, Paris by the UT Administration in 2020, comprises another positive move to enhance the Worldwide visibility of the Complex.
With sufficient World class accommodation and other tourist amenities already existing in Jammu city, proper marketing of its heritage assets can strengthen and enrich the city’s appeal for International tourists, and place it on the World Tourism Map. The cultural center will also encourage extension of stay in Jammu by a sizable percentage of tourists/pilgrims visiting Vaishnodevi jithusboosting further, the local tourism industry.
Akhnoor
The historic town of Akhnoor, located on the right bank of Chenab, 26 km from Jammu has numerous historical and archeological assets. Provision of infrastructural facilities to promote it as a cultural tourism destination was commenced by the Tourism Department in 2006-07. This included construction of a more than 600 meter long walkway and making other improvements along the river bank,besides enlarging the historic Jia Pota Ghat, the site where, in 1822, Maharaja Ranjit Singh of Punjab personally coronated Maharaja Gulab Singh, the founder of the Dogra Dynasty who carved out the erstwhile State of Jammu and Kashmir.
Excavations carried out at Ambaran in Akhnoor, by the Archeological Survey of India, have also revealed remains of a 2000 years old Buddhist monastic complex with a Saririka Stupa and a reliquary dating back to the Kushan period. The unique discovery of three caskets of bronze, silver and gold of 1st century B. C. with relics of Lord Buddha is of great significance and interest. Other artifacts excavated include the well-known ‘Akhnoor Buddhist Terracotta Heads’, a star attraction of the classical art of India preserved in different museums within and outside the country.His Holiness the Dalai Lama also visited the site in November 2011, which underlines Akhnoor’s potential for being placed on the International Buddhist circuit popular with, amongst others, the high spending Japanese tourists.
Another significant site in Akhnoor is the majestic eighteenth century Manda Fort, built by earlier Dogra rulers which dominates the town’s skyline. Excavation of Terracotta items from different parts of the Fort by the Archeological Survey of India have also established its location as the northern most amongst the several, 5000 thousand years old, Indus Valley Civilization sites in the subcontinent.
Akhnoor’s association with the famousSohni-Mahiwal legend and its history of having been an ancient port of trade, for deodar wood and walnut peel, withRome and Greece, provide further leverage to position it as a unique cultural destination.
Reasi
Located on the left bank of river Chenab, Reasi town is associated with the legendary Dogra General Zorawar Singh, who lead the expeditions to expand the territories of the then Jammu Raj to Ladakh, Baltistan and Gilgit in the first half of the 19th Century. The town was brought on the cultural tourist map in 2007-08 by the Tourism Department when it initiated the conservation of the historic Bhimgarh Fort in Reasi and took up the construction of a picturesquely located Tourist Bungalow, affording exhilarating, panoramic views of the Chenab as it gushes out from the mountainous topography and flows into the plains.
Simultaneously, the Department also placed it on the tourist map by highlighting it as an important destination on the Mata Vaishnodevi – Shivkhori – Akhnoor – Jammu circuit. The recent decision of the UT Administration to take up restoration of General Zorawar Singh’s ancient palace in Reasi on popular demand, mainly articulated by the pro-active General Zorawar Singh Education and Charitable Trust, Reasi, is likely to add to Reasi’s credentials as a cultural tourism destination.
Its proximity to the Holy Cave Shrine of Mata Vaishnodevi ji, the most visited cultural destination in Jammu and Kashmir, attracting around 10 million pilgrim-cum-tourists from all over the World every year, remains another added advantage.
Conclusion
As the tourism market bounces back after the pandemic, with trends indicating growing affordability and rising interest amongst tourists in exploring new cultural heritage sites, the Global cultural tourism demand is poised to surge. Tourism contributed over $ 30 billion in foreign exchange to the Indian economy in 2019 and Rajasthan’s share, having over 11% of the total foreign tourist arrivals in the country, based on show casing its cultural assets, is not difficult to assess. Given the current emphasis of the UT Administration on tourism promotion, therefore, focused attention on informed measures to promote Cultural Tourism inthe sub-tropical belt maywell bring the $ Billion mark within reach of Jammu’s tourism economy.
(The author is a retired JKAS officer and a former Director Tourism, Jammu)
Follow our WhatsApp channel
