On 27th September each year, the world unites to celebrate World Tourism Day, a date dedicated to raising awareness about the role of tourism in fostering development, cultural exchange, and global unity. As a region renowned for its stunning landscapes and cultural richness, Jammu & Kashmir (J&K) proudly joins this global celebration. However, beyond the festivities, it becomes essential to reflect on the progress made and the challenges that remain.
Jammu & Kashmir: A global tourism gem
Jammu & Kashmir holds a unique place in global tourism, captivating travelers with its breathtaking mountains, lush valleys, and pristine rivers. Its status as one of the world’s most important tourist destinations is undisputed. Tourists from across the globe visit to experience the serene beauty of Dal Lake, the charming allure of Gulmarg, the spiritual peace of Amarnath and Vaishno Devi, and the rich history and cultural tapestry of Srinagar.
The region has always drawn those seeking the tranquility of nature and a retreat from the fast-paced urban world. Despite the occasional political turmoil, Kashmir remains a top choice for travelers seeking both adventure and peace.
While celebrating the natural beauty and the undeniable appeal that makes J&K a global tourist hotspot, it is also important to acknowledge the deficiencies and areas for improvement in its tourism infrastructure and offerings.
Contribution of tourism to the economy
Tourism is a major pillar of the economy in Jammu & Kashmir. It generates employment, supports small businesses, and significantly contributes to the state’s GDP. From hotel staff, transport providers, tour guides, artisans selling handicrafts, to restaurants and cafes – tourism supports a vast ecosystem of livelihoods. Local artisans and craftsmen, known for the world-famous Pashmina shawls, Kashmiri carpets, and papier-mâché items, find their markets flourishing due to tourism.
However, despite tourism’s large contribution to the economy, J&K still heavily relies on its natural resources, such as landscapes and natural beauty, to attract visitors. While these natural attractions continue to charm tourists, there is a pressing need to modernize the infrastructure at these sites and move beyond just offering scenic vistas.
The gap in modern tourist facilities
In an increasingly competitive global tourism industry, destinations must offer modern facilities and services to meet the evolving expectations of travelers. Unfortunately, J&K lags behind in this regard. While places like Gulmarg, Pahalgam, and Sonmarg have seen some development, there remains a stark contrast when compared to international tourist destinations.
Basic amenities such as clean public restrooms, well-maintained trails, signage, and parking facilities are often found lacking at popular destinations in Kashmir. Many tourists have expressed concern about the lack of reliable public transportation, internet connectivity, and proper accommodation options that cater to a variety of budgets and preferences. Sustainable tourism practices are also not as prevalent as they should be, resulting in concerns about the environmental impact on the region’s fragile ecosystems.
To move forward, the region must focus on creating world-class infrastructure that complements its natural beauty. Improved facilities, better service standards, and efficient management are vital for attracting and retaining tourists, especially in an age where convenience and comfort often dictate travel choices.
Untapped potential: The need for new tourist destinations
While places like Srinagar, Gulmarg, and Pahalgam have become synonymous with Kashmir’s tourism image, there are countless other scenic locations in J&K that remain underexplored. Many regions, particularly in the far-flung areas, have immense potential for tourism but remain neglected due to poor accessibility and infrastructure.
For instance, Yousmarg, a beautiful meadow located about 50 kilometers from Srinagar, offers stunning landscapes and trekking opportunities, but its potential is undermined by inadequate communication and connectivity. Similarly, Doodhpathri, a picturesque valley in Budgam district, has seen increased tourist footfall over the past few years, but it still lacks the necessary infrastructure to develop into a full-fledged tourist destination.
New tourism products like adventure tourism, eco-tourism, wellness retreats, and rural tourism could be explored in these lesser-known areas. By diversifying its tourism portfolio, J&K can attract a broader range of tourists, reduce the burden on popular destinations, and stimulate economic growth in rural areas.
Nature’s Bounty: The untapped potential of kashmir
Nature has bestowed Kashmir with an abundance of resources. The region’s rich landscapes, rivers, mountains, and lush meadows provide endless opportunities to develop and explore new tourist destinations. However, despite the region’s unparalleled natural beauty, the potential of these resources remains largely untapped.
Kashmir’s vast resources offer an opportunity to create world-class tourist experiences that could rival the best destinations globally. The Himalayan mountains provide endless potential for adventure tourism, from trekking and mountaineering to skiing and paragliding. The rivers and lakes are ideal for water-based activities such as rafting, kayaking, and fishing, while the region’s unique biodiversity makes it perfect for eco-tourism and wildlife safaris.
However, despite these vast natural resources, there is still a noticeable lack of effort to fully develop these areas. There is a need for a coordinated and sustained push to develop new destinations and explore different facets of tourism in Kashmir. While the region’s natural beauty is a significant draw, relying solely on it without investing in the infrastructure and facilities needed to support tourism risks missing out on greater opportunities.
Connectivity: A lingering concern
A significant challenge that hinders the development of these untapped destinations is the issue of connectivity. Roads leading to many tourist sites are often in poor condition, and public transportation options are limited. For instance, despite its proximity to Srinagar, Yousmarg remains difficult to reach due to the lack of proper roads and transportation facilities.
The same is true for Gurez Valley, Aharbal, and other remote areas that have the potential to become major tourist spots but are hampered by poor connectivity. Without good roads, air connectivity, and reliable public transport, these areas will continue to be inaccessible to the larger tourist population.
Improving road and air connectivity across the region is essential. Investments in building well-maintained highways, ropeways, and small airports, along with a network of reliable public transport, will not only benefit tourism but also enhance the overall quality of life for local residents.
Doodhpathri: A neglected gem
Among the various underdeveloped tourist spots, Doodhpathri stands out as a prime example of a destination that has enormous potential but remains largely neglected. Over the past few years, Doodhpathri has seen a surge in tourist arrivals, drawn by its lush green meadows, rolling hills, and peaceful surroundings. Yet, despite the growing number of visitors, Doodhpathri has not been developed to meet the rising expectations of both domestic and international tourists.
Infrastructure such as accommodations, restaurants, and transportation options remain inadequate. The lack of proper roads leading to Doodhpathri has also been a significant deterrent for tourists. The valley’s potential as a year-round destination for eco-tourism, adventure activities, and wellness retreats has not been fully tapped.
Developing Doodhpathri into a sustainable and eco-friendly tourist destination could bring immense benefits to the local economy and reduce the pressure on already overburdened sites like Gulmarg and Pahalgam.
The way forward: Sustainable and inclusive tourism
As we celebrate World Tourism Day, it is time for Jammu & Kashmir to take stock of its tourism industry and take steps towards creating a more sustainable, inclusive, and modern tourism framework. The region’s natural resources are abundant, but they need to be utilized responsibly and effectively. Sustainable tourism practices must be implemented to ensure that future generations can continue to enjoy Kashmir’s unparalleled beauty.
Investing in infrastructure, improving connectivity, and developing new destinations should be at the forefront of the region’s tourism strategy. The promotion of lesser-known destinations like Yousmarg and Doodhpathri, along with the preservation of natural habitats, will help diversify tourism offerings and ensure long-term growth.
The people of J&K, known for their hospitality, stand ready to welcome the world. What is needed is a focused and determined effort to provide the facilities and services that will make Kashmir not just a picturesque destination but a world-class tourist hub that caters to the diverse needs of the modern traveler.
(The author is a Social Activist, Political Analyst and National TV debater. The ideas expressed are his own and can be reached on @[email protected])
