Two entities stand in contrast to each other in respect of tourism in Jammu and Kashmir. One- Jammu and Kashmir being bestowed with abundant natural beauty, lush green and breathtaking landscapes, flora and fauna, dense forest cover, unblemished valleys, lakes, rivers and sparkling streams and two-there being no matching and effective tourism promoting policy. In that, in particular-various natural spots in Jammu region with sufficient tourism related potential are not being reasonably developed as tourist places. Tourism, otherwise forming the backbone of the economy of Jammu and Kashmir and thousands of people being wholly dependent on tourism related activities, enough is not being done to make the tourism industry as fully viable, attractive and effective. From time to time, various ideas and plans do keep on getting a push but because of lacking sheer professionalism and subsequent zeal coupled with interest, those tend to behave soon after the launch as liabilities rather than paying entities and in uplifting the areas around economically. Creating Tourism Development Authority is one such example which though technically seeming plausible have, on the whole, failed to perform due to flawed monitoring, not reviewing the needs and requirements at regular intervals, not assessing the returns against investment of public funds in creating such Authority, not setting things right in time and no targets oriented performance and working results, not to speak of accountability. Should the same approach towards tourism in Jammu and Kashmir continue to remain unchanged thus denying the UT its tremendous due from its unimaginably huge potential, is a pertinent question.
Lieutenant Governor Manoj Sinha, taking stock of the overall position of tourism sector has recently passed directions for preparing a comprehensive future plan for promoting tourism by identifying new tourist spots, find out unexplored tourist places and developing them to attract tourists and to ensure increase in their footfall year after year. A comprehensive plan must be built in the exercise of which professionals, experts, environmentalists, and officers from other concerned UT Departments particularly Revenue, Forest, Finance and the like should play respective roles which could be seen how much viable from many an angle such plans are, approved and then implemented. Without a roadmap, without a vision and without focus on specific objectives and without taking into account financial backing and budgeting, merely vouching for developing various tourist circuits across Jammu and Kashmir would be more conceptual and less practical.
What about developing Kishtwar-known as unexplored heaven, Bhadarwah also called “Mini Kashmir”, Reasi known for many tourist places providing both devotional and adventurous tourism and many other unexplored places in Jammu region and for that matter also in Kashmir region. Lieutenant Governor emphasising on organising a three months long festival in Jammu to popularise various tourist destinations indicated realisation of developing the tourism sector in Jammu. A special drive to develop and promote Jammu tourism circuit being planned is a step in the right direction provided proper follow-up was maintained. Undoubtedly, huge investments are needed to develop these places as attractive tourist places. Building road infrastructure, transport facilities, chain of hotels and eateries, tourist huts, medical facilities, laying of gardens and beautifying parks and other spots, ATM facilities, internet and mobile connectivity all need investments. If that is done and restraints like COVID -19 pandemic etc are over, investments made shall start giving good returns.
However, much more can be done with what we have currently in terms of all to offer to tourists which having lot of scope to improve upon and other conditions remaining normal, much could be expected. The Lt. Governor stressing upon inter-departmental coordination for coherent efforts would bring about good results especially when the main Tourism Department was expected to integrate its efforts with Culture Department in organising mega literary, arts and Sufi festivals in Jammu and Kashmir. The need to properly maintain and look after tourism properties was paramount so that they remain in impeccable condition throughout the year for utilization for tourists’ needs. No tourism related asset should remain idle but turned into a commercial entity. Let there be a purely professional but serious and committed touch to developing tourism in Jammu and Kashmir.
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