Srinagar, Dec 19: Jammu and Kashmir is set to expand its tourism potential by developing four new destinations, with financial and technical backing from the World Bank.
The selected locations, Kokernag, Baradari, Bhadarwah, and Doodhpathri, are expected to receive top-tier infrastructure and amenities aimed at drawing more visitors to lesser-explored areas. This initiative aims to ease the growing pressure on well-known tourist spots while offering fresh experiences to travelers.
The development is part of a collaborative effort between the Jammu and Kashmir government, the Central government, and the World Bank. A senior official from Tourism confirmed that the destinations were finalized following a visit from a World Bank delegation last month. The bank’s primary role will be to provide expert advice on creating the right infrastructure and promoting local handicrafts, which are integral to the region’s identity.
This initiative is a significant part of a long-term strategy to balance tourism growth with ecological sustainability. The World Bank has stressed the importance of well-planned development and proposed creating tourism destination spatial plans, which will focus on organizing the growth of these new spots to ensure they are developed efficiently and sustainably. These plans will guide the expansion of tourism in a way that minimizes environmental impact and ensures resources are used wisely.
At a meeting held in September 2024, Chief Secretary Atul Dulloo underscored the importance of promoting off-beat destinations, which could help spread out tourism activity and reduce overcrowding at traditional locations. Jammu and Kashmir’s rich natural beauty, coupled with its strong presence in horticulture, hospitality, and handicrafts, provides a unique opportunity to develop new destinations that offer authentic and sustainable experiences for tourists.
Yasha Mudgal, the Commissioner Secretary for Tourism, explained that these new destinations would provide much-needed relief to the state’s popular tourist spots reaching their carrying capacity. Developing lesser-known areas will help create a more diverse tourism landscape, benefiting local communities by spreading the economic advantages of tourism more evenly across the region.
The development project will focus on tourism infrastructure and handicrafts in the region. Mehmood Shah, former Director of Handicrafts and Handloom, proposed launching an e-commerce platform to promote authentic Kashmiri handicrafts globally. This move aims to boost the livelihoods of local artisans and ensure the survival of traditional crafts.
With the support of the World Bank, Jammu and Kashmir is poised to redefine its tourism industry, creating new destinations that offer sustainable, eco-friendly travel experiences while showcasing the region’s unique culture and traditions.
