Jammu and Kashmir is blessed with unparalleled natural beauty, making it a premier tourism destination. However, in recent years, there has been a growing recognition of the need to diversify its tourism offerings by promoting lesser-known, off-beat destinations.
In a significant development, a World Bank team recently engaged in detailed deliberations with Jammu and Kashmir’s Chief Secretary, Atal Duloo, to explore ways to develop and promote these emerging destinations. The meeting emphasized a holistic approach to tourism, focusing on the region’s unique strengths in horticulture, hospitality, and handicrafts, while underscoring the need for sustainable development.
The Chief Secretary in his discussions with the World Bank team highlighted that while J&K is renowned for its scenic beauty and cultural heritage, it also faces unique challenges. The administration’s focus on promoting off-beat tourism is not merely an attempt to draw more visitors but also to ensure that the benefits of tourism are spread across the region, reaching communities that may have previously been overlooked.
Off-beat destinations offer a unique charm, often unspoiled by mass tourism, and present an opportunity for travelers seeking more authentic experiences. These places also hold the potential to alleviate the pressure on more popular tourist spots like Gulmarg, Pahalgam, and Srinagar, ensuring balanced development across both Jammu and Kashmir divisions.
Duloo’s emphasis on horticulture, hospitality, and handicrafts reflects the core strengths of Jammu and Kashmir. The region’s horticulture, particularly the cultivation of apples, saffron, and almonds, is world-famous and could serve as a major draw for agro-tourism. Visitors can explore sprawling orchards and experience traditional farming practices, providing them with a unique, immersive experience. This form of tourism can also offer economic opportunities to local farmers, creating a sustainable revenue stream that complements their primary agricultural income.
The hospitality industry, too, holds immense potential, especially in off-beat locations where travelers seek a more intimate and serene environment. With careful planning and development, these destinations could offer boutique stays, eco-friendly resorts, and homestays that emphasize local culture and traditions. This approach not only boosts local employment but also ensures that tourism contributes to the preservation of the region’s rich cultural heritage.
Handicrafts, another area of focus, are integral to Jammu and Kashmir’s identity. The region’s craftspeople produce exquisite items such as Pashmina shawls, carpets, and papier-mâché artifacts. Promoting these crafts as part of the tourism experience can encourage cultural exchanges between tourists and local artisans, while also providing artisans with a global platform for their creations.
