New approach needed
We are into midsummer and the tourist inflow to Kashmir has been abysmally low. The reasons are many but the way the tourism sector is being handled has signaled alarm bells for those associated with the tourism trade.
One of the key tasks for the government is to promote tourism in the state. But given the negative perception about Jammu and Kashmir in some sections of the National media, is a big challenge for which the government alone cannot work out any solution.
The major stakeholders of tourism industry have to join heads and help in clearing the misconceptions about tourism in Kashmir. However, there are certain issues where the need for inward assessment is also needed.
Just yesterday Advisor to Governor, Khurshid Ahmed Ganai, chaired a meeting to take stock of arrangements being put in place by the Tourism Department for the upcoming tourist season.
The meet underscored the need for the creation of enough public convenience facilities at tourist locations so that the visitors do not face any inconvenience. Besides various suggestions for increasing tourist footfall were also discussed.
However, the perception about Kashmir among the local as well as international tourists cannot be changed by simply holding meetings and taking suggestions. The tourism departments visibility on the social media and other forms of digital media are needed to be taken up on professional lines and tourist friendly portals and social media platforms need to be created to provide necessary information about all tourist destinations so that tourists can browse required information on the click of the button.
Another aspect of tourism in Kashmir which has seen little portrayal is the adventure tourism sector. This sector can help in improving the scenario quite fast as lot of adventure loving globe trekkers are willing to explore Kashmir to the hilt.
The tourism players have to pitch in as well and try to further diversify their portfolio and include such attractions in their packages which can enhance the tourist footfall to the State.
One such idea can be exploring the conference tourism for its potential and the Tourism Department and industry players can jointly explore this idea and integrate it with other tourist activities.
However, one needs to ask some tough questions to the government as well. If the state considers tourism as a mainstay of the state’s economy why is it that the state does not have a tourism policy? Even though lots of meetings have taken place between the government and the stake holder’s but so far no final call on this issue has been taken.
The second issue which the state needs to take serious note of is the upkeep of the existing tourist attractions of the state.
The government as well as the stake holders need to stress on innovative techniques and fresh ideas need to be promoted and youngsters need to be involved in getting to the point that is desired to make tourism industry shine and contribute towards the betterment of the state.
KV Network
