Basohli in Swadesh Darshan Scheme

While replying to a question in the Lok Sabha, Union Minister for Tourism, G.K.Reddy has said that Basohli in Jammu is among the 57 destinations across the country that has been notified by his Ministry under the Swadesh Darshan Scheme for the development of theme based tourist circuits. This list also includes Leh and Kargil of the Ladakh union territory that was earlier part of the Jammu and Kashmir state. The minister informed the Lok Sabha that the Ministry of Tourism launched the Swadesh Darshan Scheme for the development of theme based tourist circuits. His ministry has revamped the Swadesh Darshan Scheme as Swadesh Darshan 2.0 for the development of the sustainable and responsible tourist destinations. The focus is on tourism centric approach. This is indeed a welcome step. Keeping in view the traditional strategies that have been used to market tourism. There has been lack of specialisation and focus. Inclusion of Basohli from Jammu must be appreciated. Basohli is an important cultural centre of Jammu that has gained international recognition for its miniature paintings. Basohli school of art is a unique heritage in itself that has given the place consciousness and aesthetics a new idiom. Those who know the correlation between tourism and culture are well aware that there needs to be a synergy between the tourism professionals and heritage managers. As heritage is the output of the crystallisation of heritage over the period of time. It may take centuries to place culture in terms of its community and locale. Culture and heritage are often used interchangeably. Technically there is a significant difference between the two. Heritage is the retaining of culture as the social standard. That passes the test of the time. In other words it acts as the standard barometer of the community development and involvement. Tourism is in not like other businesses. It is intangible. And when we deal with culture and heritage. It becomes more challenging. As both culture and heritage are classified as tangible and intangible. So when the cultural tourism or heritage tourism has to be dealt in the market. It has to be kept in mind that there is double intangibility. Basohli famous for its cultural aspect has to be dealt in that sense. Destinations like Basohli that are culturally rich need marketing strategies taking these technicalities into consideration and develop a tourism product that is viable. Not only that policy makers have to take cognisance of the conservation and preservation aspect. As sustainability factor can be catered only when heritage conservation is high on the agenda. So marketing a normal tourist destination and a destination that has cultural and heritage richness are two different things. Thus it is incumbent upon the Ministry of Tourism to co opt the heritage tourism experts who are well versed with the marketing strategies based on conservation and preservation. Government of Jammu and Kashmir needs to give ample feedback and involve the experts from heritage tourism who are not only well versed with the nuances of tourism but have the internalisation of the historical context that has led to the evolution of the cultural heritage in the destination area. Otherwise, the projects that are well meaning get shelved or don’t attract the desired attention.Multi disciplinary approach is the key to make this initiative of the Ministry of Tourism a success. Jammu and Kashmir has many destinations that qualify in this category. All stakeholders must put their heads together and explore the avenues to showcase the destinations that have the cultural import and heritage value.