Opinion | Journey to Prosperity: Transforming Kashmir Through Tourism Infrastructure

Central to the tourism policy’s success is the emphasis on enhancing infrastructure, promoting sustainable tourism practices, and fostering public-private partnerships. The Tourism Department’s endeavours encompass a spectrum of initiatives, ranging from the development of high-class tented accommodations and five-star hotels to the promotion of adventure activities, eco-tourism parks, and wellness tourism.

Nestled amidst the majestic Himalayas, the Union Territory of Jammu and Kashmir has long been revered for its breathtaking landscapes, rich cultural tapestry, and warm hospitality. Despite its natural splendour, the region has faced its share of challenges over the years. However, a renewed vision and strategic initiatives by the government are paving the way for a transformative journey towards positioning Kashmir as a leading global tourist destination by 2025.
The government’s ambitious strategy, unveiled through the Jammu and Kashmir Tourism Policy of 2020, lays down a comprehensive framework for sustainable and responsible growth of the tourism sector. At its core lies the objective of leveraging tourism as a catalyst for economic prosperity, with a targeted average investment of Rs 2000 crore per year and the ambitious goal of generating employment opportunities for approximately 50,000 people annually. Significant strides have already been made, as evidenced by the remarkable surge in tourist arrivals to Kashmir. In 2022, the region witnessed its highest-ever influx of tourists, with approximately 27 lakh visitors gracing its picturesque landscapes, compared to 13 lakh in 2016. The surge underscores the growing allure of Kashmir as a preferred destination for travellers seeking respite amidst nature’s bounty.
Central to the tourism policy’s success is the emphasis on enhancing infrastructure, promoting sustainable tourism practices, and fostering public-private partnerships. The Tourism Department’s endeavours encompass a spectrum of initiatives, ranging from the development of high-class tented accommodations and five-star hotels to the promotion of adventure activities, eco-tourism parks, and wellness tourism. Moreover, the government’s focus extends beyond the traditional tourist hotspots, with concerted efforts underway to promote emerging destinations and bolster infrastructure in untapped areas. The inclusion of adventure tourism, medical tourism, water rafting, skiing, and religious tourism underscores the diverse array of experiences that Kashmir has to offer. The region’s composite culture, characterized by a harmonious blend of art, religion, and philosophy, further enriches the visitor experience.
The new tourism policy of Jammu and Kashmir is giving a big thrust to tourism-related infrastructure, with plans to improve existing tourist infrastructure and create infrastructure at 75 new tourist destinations being developed by J&K Tourism. On the anvil are 75 new Sufi/religious sites, 75 new cultural and heritage sites, and 75 new tracks, promising to unlock new avenues for exploration and discovery. Furthermore, the J&K government is giving a significant push to film tourism, providing a single-window facility to promote film shootings in the region. With a whole gamut of facilities including OB Vans, houseboats, shooting equipment, and post-production facilities, Indian and foreign film crews are encouraged to explore the cinematic potential of Kashmir’s landscapes. Moreover, the government’s focus extends beyond the traditional tourist hotspots, with concerted efforts underway to promote emerging destinations and bolster infrastructure in untapped areas. Initiatives like the Swadesh Darshan 2.0 project underscore the commitment to developing off-beat destinations, such as Bhaderwah, Wullar, Bangus Valley, Lolab, Uri, Gurez, Surinsar, Doodhpathri, and Basholi, thereby diversifying the tourism landscape and unlocking new avenues for growth.
On the road connectivity front, substantial investments have been made in road infrastructure, with the completion of 6912 km of road network under the PMGSY in the last three years. The upcoming Delhi-Amritsar-Katra Greenfield expressway, set for completion by December 2024, and the Jammu-Srinagar 4-lane highway, slated for completion by 2025, are poised to revolutionize connectivity in the region. The all-weather road linking Kashmir with the rest of the country will reduce the road journey between Jammu and Srinagar to 4-5 hours, opening up new possibilities for tourism and trade.
In conclusion, the development of tourism infrastructure in Kashmir represents a transformative opportunity to harness the region’s natural beauty, cultural richness, and cinematic allure for sustainable economic growth and employment generation. With concerted efforts and strategic investments, Kashmir is poised to emerge as a beacon of hope, welcoming travellers from around the globe to experience its unparalleled splendour and hospitality. As we embark on this journey, let us envision a Kashmir that is not just a destination but a testament to the transformative power of tourism in shaping lives and livelihoods.
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