Hoping for a revival
Tourism sector in Jammu and Kashmir is considered as one of the key driving factors of the economy. Not only does tourism sector provide huge employment to the locals here, but the vast number of hotels, guesthouses and other accommodations too are dependent on tourist arrivals.
However, this year the sector suffered a crushing blow after the April 22 terror attack in Pahalgam that left the tourism industry in shock.
Though lot of efforts were put in to set things back on track, but the initial few months did not bear any fruit with tourist arrivals remaining minimal across Jammu and Kashmir. However, the past few weeks have been showing some signs of improvement as Kashmir’s travel sector is slowly finding its footing again. With the onset of autumn hues and the promise of a vibrant winter season, stakeholders are cautiously optimistic that the worst is behind them.
Though hotel occupancy and advance bookings remain below the usual October levels, signs of revival are beginning to show. According to officials, inquiries from domestic travellers have increased over the past two weeks, particularly from Maharashtra, Gujarat, and West Bengal — states that have traditionally contributed a major share of tourist arrivals.
The starting of winter tourism and the footfall that has started to become visible is being attributed to the government’s push, both by the Lt Guv led administration and the efforts put in by the elected government as well.
Notably, the governments proactive steps — especially the decision to open up more tourist destinations beyond the conventional circuit — have restored confidence among travellers and stakeholders as tourists have once again started to show their interest towards this famed place.
What is quite encouraging to note is that the Lieutenant Governor Manoj Sinha recently approved the development and promotion of several lesser-known destinations, including Bangus Valley, Gurez, Doodhpathri, and Bungus Meadows, as part of a larger diversification plan. Officials say this has helped distribute tourist footfall and opened new livelihood avenues for local communities.
Importantly, opening up new destinations not only helps decongest traditional spots like Gulmarg and Pahalgam but also offers fresh experiences to visitors. What is needed at this point is that lot of efforts should be put in for promoting rural and adventure tourism, homestays and winter sports so as to frame and implement a broader revival strategy.
The footfall that is being witnessed may seem a bit slow right now but one thing is sure that optimism is returning to the tourism sector in the Valley. Houseboat owners on Dal Lake report a modest rise in occupancy after months of near-zero business. Local guides and transporters, too, say inquiries for November and December are picking up.
And if the trend continues, days are not far when the region will be again blooming with tourist arrivals and new hopes will usher in growth for the entire tourism sector.
