According to Lieutenant Governor, around 300 new destinations including heritage sites, offbeat, adventure and spiritual destinations are being developed to provide a variety of gateway options for domestic and foreign tourists filled with activities, festivals, natural scenery, shopping and B&B (Bed & Breakfast) home-stay in picturesque and calm villages.
Jammu Kashmir, as per officials, has been positioned as the most promising destination.
There is also a need to develop various tourist circuits while putting special focus on winter tourism, adventure tourism, trekking activities, pilgrimage sites, water sports and other popular ventures.
The Lieutenant Governor last month said that around 1.27 crore tourists visited J&K so far this year. The figure is much higher than last year. He expressed hope to see record breaking tourist arrivals by the year end.
Last year alone, a record of over 18 million tourists visited the J&K. Tourism contributed more than seven per cent to J&K’s GDP last year. It is as such a major engine of economic growth of Jammu & Kashmir. J&K, in particular, has historically been an attraction for anyone who wants to relax, and enjoy. Its unique weather, mountain peaks, water bodies, vast fields and orchids, archeological sites, and cultural signposts have attracted people from all parts of the country as well as some parts o the globe.
Amid this boon in the visit by the sightseers, many films were shot in J&K. J&K government has said that it is working tirelessly to attract more investment into the film sector and to make Jammu Kashmir the most popular film shooting destination. The administration says that it aims to make the countryside and popular destinations more sustainable and preserve the beauty of fascinating heritage sites.
While efforts by the government and allied agencies are praiseworthy, there is need to keep the focus and continue with the good work.
It now hoped that the G20 meeting would culminate into doubling tourism’s contribution to J&K’s GDP.
It is also hoped that in the times to come, J&K will become the number-one destination for tourists not only from India but from across the world.
The government has said it was adopting best practices in recognizing the uniqueness of each village and showcasing the landscapes, indigenous knowledge systems, cultural diversity and heritage besides encouraging film shooting and offering financial incentives as well as ensuring a digital platform to all these villages. Such endeavor is welcome.
The administration must continue with effort to attract a greater share of tourists and provide lifetime experience to travelers, explorers and art lovers.
