The recent announcement from the Jammu and Kashmir government regarding its promise to convert the Union Territory into a crown jewel in global tourism is opportune and visionary. Development in rural and off-beat places means the government is expanding opportunity for tourism and ensuring the people experience a sustainable economic improvement.
High-density travel has been caused by some destinations gaining notoriety for tourism to such an extent they are over-stuffed with visitors at certain times, however, there remains huge areas untouched in every rural low-profile places.
This is what the government announced when they discussed plans for tourism infrastructure, from improved roads to accommodation facilities and digital connectivity at offbeat places such as Gurez, Bangus Valley, and Machail.
This will decongest spaces like Gulmarg and Pahalgam, providing unique experiences in unexplored destinations and creating jobs. Furthermore, rural tourism is the trend emerging now in the minds of global and domestic travellers for authentic, eco-friendly, engaging experiences.
Focusing on destinations and places like Jammu and Kashmir can follow the theme of creating opportunity with ideas in homestays, adventure tourism, heritage development and therefore create a booming destination, with a less problematic pattern of economic vulnerability based on seasonal variation.
The focus on improvements to access via air travel and road infrastructure strongly indicates the administration’s focus on the potential of the region as a tourism destination. Care of development should focus on sustainability.
The along with improvements to infrastructure must include ecological balance and cultural integrity as part of good tourism practice, community engagement, and strict environmental laws.
The new tourism focus becomes addressed for people of Jammu and Kashmir, and engages the pride of place. If managed well, these efforts can have a powerful transformational impact economically and in creating viable pathways to peace and establishing the place amongst the world’s must-see places. The world is waiting to see what the new face of Kashmir will be.
