According to official data, a record 1.88 crore tourists visited Jammu and Kashmir during January 1, 2022 to December 31, 2022 which is “significantly contributing to the growth of the economy and has a direct impact on the income of the common man.” Tourism contributed 7 percent to its GDP.
Kashmir has historically been an attraction for anyone who wants to relax, and enjoy. In the past, the stakeholders have not been able to promote the Kashmir Valley, its unique weather, mountain peaks, water bodies, vast fields and orchids, archeological sites, and cultural signposts. However, to at least see tourism back on rails in Jammu and Kashmir, both the local and central governments need to work in tandem and promote this part of the globe, known to be a paradise on the earth, as an all-season destination locally and internationally.
The government informed the Supreme Court recently that hosting of G-20 Tourism Working Group meeting at Srinagar in the month of May 2023, was a watershed event in the history of valley tourism.
Earlier this year, Lieutenant Governor Manoj Sinha said over 300 movies were filmed in the Valley and that such “enthusiasm” was bringing about a qualitative change in the lives of local people.
The shooting of over 300 movies comes as J&K government’s film policy which was launched in 2021 to attract more investment into the film sector and make the region as the most popular film shooting destination.
In the past, no movie of Bollywood was complete without Kashmir and in the 60 and 70s, Bollywood became synonymous with Kashmir. Bollywood romance with Kashmir began with a movie like ‘Kashmir ki Kali’ which captured the picturesque landscape of Kashmir. The government needs to continuously encourage filmmakers to shoot in Jammu and Kashmir.
The administration needs to continue with tourism promotion and such endeavor must be continued, although with little more intensity.
There is also a need for increasing awareness to create awareness among domestic travellers and encourage them to explore the various tourist destinations and products in J&K.
Also, there is a need for proper maintenance of tourism properties so that they remain in impeccable condition throughout the year.
Both the J&K government and the Centre should ensure continuous flow of tourists by promoting among others unexplored destinations.