In an exclusive interview with Rising Kashmir’s Correspondent AatifQayoom, YashaMudgal, the newly appointed Secretary of Tourism for Jammu and Kashmir, delineated comprehensive strategies aimed at propelling the region’s tourism sector onto the international stage. From plans to enhance film tourism to initiatives addressing challenges in winter tourism, Mudgal provided insights into the department’s concerted efforts to bolster tourism and tap into the full potential of J&K’s diverse landscapes.EXCERPTS:
Q: What efforts is the tourism department taking to promote tourism at the international level?
We are undertaking every measure to elevate Kashmir tourism to an international level. Additionally, we are planning to organize a familiarization tour to various prominent locations, involving international tour and travel agents. Furthermore, we will collaborate with top travel bloggers who promote J&K tourism on the internet to explore partnership opportunities. We are striving to attract more international tourists through these initiatives. Moreover, our officers will participate in international tourism events to showcase the rich culture and art of Jammu and Kashmir to the rest of the world, which will attract foreign tourists to Jammu and Kashmir.
Q: The long dry spell in the Kashmir Valley has impacted winter tourism. How will the department compensate for it?
Snow is a natural occurrence. However, after the snowfall, winter activities begin. We should be able to cover what we missed due to the lack of snow. We have almost lost one month of winter due to the absence of snowfall. But things have now changed. A large number of people are flocking to winter destinations. We will try our best to make up for the losses in the coming months.
For some time, J&K Valley has witnessed a good number of films being shot here. How will your department take this film tourism to new heights, and what steps are being taken for it?
To promote film tourism to new heights, we are planning to bring some positive changes to the film policy. We intend to provide more concessions and facilities to filmmakers. Additionally, we will streamline the process for obtaining necessary permissions and No Objections Certificates (NOCs), ensuring a smoother experience for those shooting in the UT. With the recent increase in film tourism, we also plan to attract renowned names from the industry to shoot their movies here. We are confident that after implementing these positive changes in the film policy, we will attract a maximum number of people to the Kashmir Valley for shooting. These are the efforts we are undertaking to promote Jammu and Kashmir as a top film tourism destination, and we are committed to intensifying our efforts.
Certain places in J&K have great tourism potential, such as Bangus and Gurez. Why are no efforts being made by the tourism department to explore them?
The tourism department acknowledges the potential of beautiful destinations like Bangus and Gurez in Jammu and Kashmir. Identifying 7–10 destinations in both regions for development is part of the plan. Holistic development of the Bangus Valley is also on the agenda; in the coming times, these places will be developed for sure.
There are reports that tourists are being charged extra at tourist destinations. What steps is the Tourism Department taking to curb this?
To curb this issue, directives have been issued to deputy commissioners to prevent such occurrences. Additionally, tourist police have been deployed at various locations in tourist destinations and have been instructed to take action against those involved in illegal activities. They have also been directed to protect tourists from overcharging.
What are the preparations for the upcoming 4th edition of the Khelo India Winter Games at Gulmarg?
The Khelo India Winter Games are being organized by the Youth Services and Sports Department of Jammu and Kashmir. We are collaborating with the department and assisting them. This year, the games will commence on the February 21st and conclude on the February 26. Originally scheduled for the first week of February, the games were rescheduled due to the dry spell in the Kashmir Valley.
