Opinion | Heritage and Cultural Tourism in Jammu and Kashmir

A land is remembered not only for the beauty of its landscapes, but for the culture it carries, the stories it preserves and the people who keep those stories alive.

Whenever anyone talks about Jammu and Kashmir, some of the common images that come to their minds are snow-capped mountains, beautiful lakes, lush green valleys and exquisite gardens. However, the real treasure of this place goes much deeper than all that can be perceived by the naked eye. Beyond the well-known natural beauty of the region lies an extensive cultural and historical heritage that has been developed over centuries. The unique culture of the region and its history make it a great destination for heritage and cultural tourism. Jammu and Kashmir is that special place where history and culture have not been lost inside museums but are still alive on the streets, in the crafts that are produced, in the food that is cooked, in festivals that are celebrated and in stories that have been told for generations. It gives the place a unique identity and the potential for tourists’ experience which transcends typical sightseeing trips. One of the most fascinating examples of such cultural landscape may be considered Srinagar, which boasts historic neighbourhoods and traditional architecture. Old Srinagar tells stories of various eras through wooden constructions, historical mosques, shrines, bridges and markets. Exploring such places, tourists receive an opportunity to see something that cannot be seen while sticking to a typical tourist route: history lives around here in its daily manifestations. Another aspect of the rich cultural heritage of Kashmir is presented by the historical Mughal gardens of Shalimar Bagh and Nishat Bagh. Their terraced layouts, water channels, fountains and mountain views demonstrate the tradition of combining nature and architectural constructions, resulting in the creation of unique places of extreme beauty. Dal Lake, in turn, is also much more than just an attractive place for tourism. Its shikaras, houseboats and floating markets, connected with the lifestyle of those who live in this place, became a key element of the cultural identity of Kashmir.

The identity of Jammu and Kashmir is intertwined with that of Dogra culture, architecture, temples and royalty. Forts like Bahu Fort and Mubarak Mandi Palace are some examples of the region’s architectural and historical heritage, while religious and cultural sites of the region draw people for cultural experiences as well as spiritual journeys. The diversity of traditions in the region renders it unique from the point of view of cultural tourism. One can encounter a variety of architecture, food, arts, festivals and customs in a relatively small area. Traditional craftsmanship of the region is one of its most important features. Even the very name Kashmir reminds us of hand-made carpets, Pashmina, paper-mache, woodwork and embroidery. These arts and crafts are not mere merchandise, but the embodiment of knowledge and creativity passed through many generations. Each hand made item carries the spirit of the craftsperson who made it. It is associated with the Dogra culture, architectural heritage, temples and royal history. Architectural and historical heritage like the Bahu Fort and Mubarak Mandi Palace gives one an idea about the past of this region, whereas its temples attract tourists who are interested in religious tourism as well. The presence of various cultures in the regions of Jammu and Kashmir makes this place quite interesting from the perspective of cultural tourism. The traditional craftwork of Jammu and Kashmir is one of its main strengths from the perspective of cultural heritage. Just the name Kashmir is associated with magnificent carpets, Pashmina, papier-mâché, walnut woodcarvings and embroidery. Traditional craftwork is not only a means of earning money but also a kind of knowledge and artistry passed on from generation to generation. Each product is connected with the tradition it belongs to and its creator. That is why heritage tourism could be beneficial for the development of craft industry in the region because it helps people to learn more about their origin. It may help young people reconnect with traditional skills and create innovative models of entrepreneurship without having them disconnect from their cultural heritage. Food has a way of saying much more about the culture than any other landmark does. For example, experiencing Kashmiri Wazwan, Rogan Josh, Yakhni, Dum Aloo and the taste of Kahwa will give tourists more than just an insight into the local cuisine but a complete picture of the traditions of hospitality as well. By listening to a traditional song, watching a performance or hearing stories told by a local elder, a tourist takes part in cultural exchange.

Such exchange can lead to greater mutual understanding between people from different regions of India and the world. When a visitor will communicate with artisans, explore an old market, taste a traditional meal or listen to a folk story, he is going to remember human connection long after his trip ends. And that is the reason why heritage tourism can play such an important role in the future development of tourism in the region. There is ample scope for the development of heritage walks, culture trail tours, village trips, craft demonstrations, culinary classes and storytelling programs. These types of experiences will not only make tourists travel beyond the usual destinations but also provide locals with the chance to take a direct part in tourism. Young people can become guides, storytellers, photographers, film makers and entrepreneurs whereas women will be able to contribute to tourism through crafts, local cuisine, homestays and cultural businesses. Thus, tourism will not only be a source of earnings but also a way to strengthen community involvement and cultural awareness. At the same time, the development of heritage tourism should not get separated from the issues of preservation. Culture represented in the form of buildings, crafts, practices, language, cuisine and stories, which are drawing tourists, need to be preserved for future generations. Craft that was passed through generations now can get a new life on the Internet; stories told by people can be spread to thousands through a documentary; heritage walks can become an important digital experience to tourists planning to come to Jammu and Kashmir. This way technology can serve as a bridge to the past and the future. The real value of heritage and cultural tourism in Jammu and Kashmir is in its authenticity. There is no need to create a culture for visitors here; instead, it already exists and is well-developed and full of life. What needs to be done is just to promote the region’s culture in a responsible way, to preserve it, and let the local community actively participate in its promotion. Mountains might be the attraction to the area for a tourist initially, but the culture could be what will make his journey complete. Gardens with stories of artistic creativity, forts with historical backgrounds, crafts that show the rich history of craftsmanship, the cuisine that speaks of hospitality, and people that make every visit warm – all this is what the heritage tourism in Jammu and Kashmir should be about. Heritage tourism is much more than the journey through the past; it is rather about finding out how the past has influenced the present and gives inspiration for the future. So, if the beauty of Jammu and Kashmir attracts tourists to the region, the culture could be the reason why they stay here for a longer period and want to return.

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