Increasing tourist inflow promise for economic revival

That more than 72 lakh tourists have visited Jammu and Kashmir since September 2021, according to the Union Tourism Ministry figures, offers a good sign of revival of the UT’s tourism sector which has seen a lot of turbulence in the past. Of these 72 lakh tourists, at least 1.45 lakh have visited the Union Territory in December 2021 alone. This good inflow of visitors comes at a time when the J&K UT, like other parts of the country, has seen recurring waves of the Covid19 pandemic which, among other sectors, badly hit the tourism sector which is considered to be an important area vis-à-vis economy of the UT.

There is no denying the fact that the tourism sector holds a great promise for uplifting the UT’s economy. But that’s only if all stakeholders get serious to realise this goal. It is important that all the stakeholders—government, local tourism players, tourism department, and other concerned members of the civil society—put their heads together and contribute to realizing this goal in a mission mode.

The Central government as well as the UT administration has already underlined its focus on the revival of tourism in Jammu and Kashmir. The government last year announced what it called a “stimulus package” which included an economic package related to the travel and tourism sectors with the larger goal of giving a boost to the UT’s economy. The said stimulus package offers small loans of Rs 10 lakh to travel and tourism stakeholders and Rs 1 lakh each to registered tourism guides for the next five years to undertake their respective activities under the scheme whose validity has been extended till the March of next year. Such a package can certainly help boost the small-time tourism stakeholders who have borne the maximum brunt of the pandemic as well as other turbulences in the Valley including the devastating floods of 2014.

There is no denying the fact that the tourism sector holds a great promise for uplifting J&K’s economy. But that’s only if all stakeholders get serious to realise this goal. It is important that all the stakeholders – government, local tourism players, tourism department, and other concerned members of the civil society – put their heads together and contribute to realizing this goal in a mission mode.

Local tourism players, as well as the UT’s Tourism Department, have a great role to play in ensuring fair practices for a lasting impression among the visitors to different parts of the UT. Even a small bad incident of fleecing of tourists will cause a dent to the tourism sector and its image.

Indeed, peace and tranquillity are important for the tourism sector to flourish in any place in the world, but it won’t be an exaggeration to say that unless and until all tourism stakeholders join hands with a sense of great seriousness, merely citing the tourist inflow figures won’t help in achieving the larger goal of turning the tourism sector to drive the UT’s economic transformation. Local tourism players, as well as the UT’s Tourism Department, have a great role to play in ensuring fair practices for a lasting impression among the visitors to different parts of the UT. Even a small bad incident of fleecing of tourists will cause a dent to the tourism sector and its image.

Moreover, there must also be a great focus of the government to not only explore new tourist destinations in areas of adventure, pilgrimage, destination and sightseeing tourism arenas but also develop the present tourism destinations on modern lines for high-end tourists as per the international hospitality standards. Gulmarg, Pahalgam and other tourism destinations are in great need of revival on several fronts. Unplanned and haphazard constructions taking place in these beautiful tourist places can not only contribute to their ugly looks, it would also cause lots of problems in future vis-à-vis their planning, development and expansion. In this context, it is important for Tourism Development Authorities to step up their vigil of the tourism destinations under their jurisdiction to check these unplanned constructions for the sake of the future of tourism stakeholders in the UT.

Regulating the inflow of vehicles into green spaces in tourist places must also be a priority for the concerned authorities, especially in famed places like Gulmarg, Sonmarg and Pahalgam—as well as important tourism destinations in the Jammu province—to secure these places in all respects in line with the requirements of their environmental settings.

All stakeholders are duty-bound to contribute to strengthening and developing the tourism sector for it to flourish and progress in a planned and futuristic manner.