By Rafya Malik.
When it comes to Kashmir, the thought of mesmerizing landscape, verdant slopes, flushing meadows, breath-taking and snow-clad mountains, gushing rivers, sumptuous handicrafts, scrumptious Wazwaan, delectable fruits etc. flashes onto the mind. The aura of Kashmir’s majestic beauty is unbeatable as nature has chiseled it with utmost care.
Led by the Golden Triangle- Gulmarg, Srinagar and Pahalgam- Kashmir tourism is indescribable in words and incomprehensible in essence as nature looks frolicking at the threshold of every tourist spot one visits. Be it the elevation of Gulmarg Gondola dancing atop the Affarwat mountains or the adventurous skier who glides down the mountains on the white treasure glistening beneath his feet, the romance with Kashmir looks never ending.
Similar enchanting tales echo from the soul soothing environs and eye catching scenery in Pahalgam, Sonamarg or many unexplored destinations Kashmir is laced with in nook and crannies. As a discouraging factor for scenic spots like Yusmarg, Dodhpathri, Bangus and other potential tourist places, Kashmir tourism has been kept confined to the Golden Triangle only.
There were some concerted efforts taken by the central and state govt to shore up infra development In many tourist spots in Kashmir besides new destinations were identified as potential attractions of footfalls.
In 2004, the then Chief Minister of J&K, late Mufti Mohammad Sayeed had identified 24 Development Authorities in J&K to promote this sector. However, the progress achieved hasn’t been encouraging as Gulmarg, Srinagar, Pahalgam and Sonamarg continue to dominate the footfalls.
Despite potential to generate massive revenue for the govt and employ thousands, it’s disheartening to learn tourism sector contributes less than 8% to the GSDP of UT of J&K. There’s huge potential in leisure, adventure, pilgrim and heritage tourism from Srinagar to Gulmarg but unfavourable situation since 1990s has acted as a big deterrent in channelising it to the hilt.
In 2018, the Cable Car Ride, euphemistically known as Gulmarg Gondola generated ₹50 crore revenue for the then state government. However, unpredictable ground situation acts as an obstacle in furthering it besides mars the essence of Kashmir tourism despite our hospitality winning hearts across the world.
The diversity of Kashmir tourism makes the Valley an ideal case for every tourists’ romantic and research pursuit. Agricultural and allied activities like horticulture has immense potential to not only prop up the Saffron business but attract private capital too.
There should, in fact, be joint ventures or PPP forays into tapping the full market and tourism potential of agri tourism and medical tourism including the herbal one.
The lavender flower in Gulmarg is mostly used to make expensive scents available in European markets. Similarly, the world famous Saffron crop in Pampore can get massive infusion of private capital to boost its business prospectus. The golden hued Saffron fields could also attract footfalls in thousands.
Time and again, government has put in efforts to promote our tourism by organizing roadshows in different parts of India or some East Asian countries but the unpredictable volatile political situation is playing a spoil-sport. The 2nd biggest entertainment industry in the world, Bollywood, too has been apathetic in promoting our tourism sector as film makers focus more on extremism than majestic beauty we’ve in oodles
We can’t imagine how much the Mumbai film industry could do for our tourism sector as its movies are watched in more than 110 countries. However, directors’ and actors’ who shoot Kashmir through their lens choose extremism as USP of their works than the glorious landscape laced with enchanting swathes of sonorous beauty.
The govt of UT in J&K has started a slew of initiatives like Swadesh Darshan and Prasad. It also refurbished some existing schemes like Hunar-e-Rogzar to promote the local tourism on good scales. However, one of the most prudent stunt for Kashmir administration can be going for massive roadshows in every major city of India.
Celebrities from Bollywood or the cricketing world can also be roped in to launch a massive campaign for promotion the tourism activities here. Given the political situation eats into the vitals of growth, this should, however, not discourage the stakeholders’ from pursuing their prospectus.
The J&K Department of Tourism and JKTDC should organize more festivals in all the leading tourist places. Local celebrities from cricket and many political faces should chip in with their useful contribution, becoming the ambassadors of our tourism sector we need the most.
Situation permitting, we’ve everything in offing to promote Kashmir as one of the most sought after tourist spot in the world. Tourist spots like Kerala, Goa or Shimla don’t stand a chance before Kashmir except their tourist activities aren’t affected the way Kashmiri stakeholders face it.
Despite tourism sector contributing less than its offered potential to the GSDP of J&K UT, we can’t brush aside the fact that hundreds of thousands of Kashmiris’ are employed in various tourism activities, directly or indirectly. More than 50000 stakeholders’ are engaged in Gulmarg tourism (directly and indirectly) alone.
The heritage tourism potential in downtown, Srinagar is unparalleled, if realized to the hilt. From Jamia masjid to Hari Parbat fort, and from the Kalia to the Shankarachaarya temple, the blend of heritage and pilgrim tourism in Srinagar can absorb thousands besides generate billions in revenue.
Tulip Garden, Asia’s largest, has spurred on footfalls in the summer capital despite being seasonal in duration. Similarly, Kashmir is dotted with many unexplored destinations which of tapped can usher in a new era of economic prosperity in our Valley.
Introduction of Cable Car at Makhdoom Sahib or throwing open of Todamaidan on the tourism scene might not have generated much buzz but it’s definitely raised hopes of charting new courses vis-à-vis our efforts to put Kashmir truly on global tourism map.
One hopes GoI will invest in the right avenues and allow massive infusion of private capital to catapult Kashmir into the big league of global tourist spots. Need of the hour is more swanky and luxurious hotels like the Khyber Spa & Resort or the Taj Vivanta to attract high end tourists from across the world.
Government should encourage educated youth by giving them loans for adding new eateries, particularly restaurants’ and fast food chains to our kitty. The existing political situation is definitely a challenge but it won’t create much obstacles if one invests both the money and the mind in the right perspective. Kashmir is a jewel in the crown and she should remain jewel among the crown of all the tourist destinations in the country.
Rafya Malik can be tweeted at www.twitter.com/rafya_malik
