HOW TO PROMOTE TOURISM
IN KASHMIR
I.INTRODUCTION
Tourism
is a great source of earning for the Indian economy. In fact, tourism is a
basic and most desirable human activity deserving encouragement of people and
government. Although Tourism industry does not require huge investment and
sophisticated technology but it provides benefit to millions. Its main
component is pilgrimage tourism which is one of the largest and most
flourishing industries. It has great potential to improve understanding between
different religions. Tourism is the oldest and the largest industry in the J
&K State.
Tourism industry is the largest
industry in the world and the biggest contribution to global economic
development. It is the world’s faster growing industry. At present more than
one-third population of the world is directly or indirectly associated with the
tourism industry. Tourism has become one of the most important phenomenon of man’s
spatial behavior in the modern times. Tourism is an effective means of earning
foreign exchange and providing tremendous employment opportunities beside,
guiding modernization of infrastructure and acting as a catalyst in the growth
of all sectors of economy. In simple words, tourism means transfer of wealth
from one country to other.
“Tourism
as a socio-cultural and economic phenomenon is one of the most important forms
of interaction between peoples from different parts of the world”.
Tourism is responsible for creating
the awareness of the value of their cultural heritage and environment among the
local people. Some countries have no possibility of economic development but a
significant level of inter-national tourism should be regarded an essential.
Tourism plays as important role in
developing the backward economies every increase in tourist’s activity means
increment in the development chances. Jammu And Kashmir State is a hilly and
economically backward part of the country, carrying all inherent
characteristics of an underdeveloped economy. It occupies an apex seat in the
beautiful tourist resorts of the world. Tourism is not a new activity for Jammu
and Kashmir. It is the backbone of Jammu and Kashmir state economy. Tourist
arrival in the backward hilly region of Indian union that is Jammu and Kashmir
have increased manifold during the last decades. It has shown it’s all round
development and state is hopeful to welcome a sizeable number of tourists in
the coming years. Jammu and Kashmir is a state that is considered a holy place
by people of all the religions and gets the maximum share of tourism from
pilgrimage tourism. Jammu and Kashmir also known as a land of full of scared
shrines of all religions in home to the most worshiped places like Amarnath
cave, Vaishno Devi, Baba Buda shah etc. that are frequently visited for their
architecture and sanctity.
Vision :
“To make Tourism one of the
principle engine of Economic development in the State by positioning it as a
leading global destination by the year 2025, contribute to economic and social
well-being of the people of Jammu & Kashmir by providing employment
opportunities, inclusive development and promotional policies with an aim to
achieve internationally competitive tourism sector focused on sustainable
growth”
Mission :
“To develop Jammu & Kashmir as a
dynamic, sustainable and most-favoured tourist destination - offering high
quality experience to Tourists by providing congenial development framework for
facilitating and accelerating investments and improving livelihood
opportunities at the local level and To devise strategies for increasing
arrival of domestic and international tourists
Objectives:
• To develop potential new and
emerging markets through targeted marketing strategies based on tourist
profile.
• To harness the opportunities
available in the sectors like Adventure, Caravan Tourism, Heliport Tourism,
Handicrafts, Pilgrimage, MICE, Heritage, Eco-Tourism and Golf etc.
• Development of human resources for
tourism sector and capacity building of the tourism stakeholders.
• Diversification of Jammu and Kashmir
Tourism products.
• Showcasing Brand Jammu and Kashmir.
• To standardize the establishment of
tourism products and services by eco-friendly infrastructure.
• To promote sustainable tourism and
encourage the conservation and preservation of unique natural and cultural
heritage of Jammu, Kashmir and Ladakh.
• To ensure ‘total quality’ services
to tourists by introduction of modern technologies and information
dissemination for tourist products and services.
• To enhance the economic prosperity
of the State.
• To encourage a strong and
sustainable participation by private Sector in creation of tourism
infrastructure especially through public private partnership (PPP).
• Reinforcing and promoting Jammu and
Kashmir as a safe and friendly destination.
• Promote effective inter-departmental
coordination to streamline processes and increase sector performance in areas
like Horticulture, Agriculture and Sericulture.
• To encourage Tourism Research and
development in regional universities of the state.
Methodology:
• Circuit tourism
• Season based tourism
• Development of Tourism
infrastructure
• Development/promotion of off-beat
destinations
• Improved accessibility to the
tourist destinations
• Diversification/ Innovation in Tourism
products
• Marketing and promotional tools
• Human Resources Development &
Capacity Enhancement
• Inter- linkage among various
departments
• Sustainable tourism and carrying
capacity
• Public private partnership
• Research and survey wing
• Incentives and taxes
• Safety/security and disaster/ crisis
management
• Targets and timelines
Methodology details
Circuit tourism:
Circuit Tourism Circuits covering
themes like Religious, Heritage, etc. would be identified so that the tourist
gets a wholesome exposure to the theme. The concept of development of circuits
will help in the promotion of pilgrimage tourism in the state. Based on the
religious diversity of the state the circuit would be;
• Sufi circuit.
• Buddhist Circuit.
• Shiva circuit.
Infrastructure would include site
development, internal roads, water supply, sewage, drainage, street lighting,
landscaping, power distribution, sewage treatment plant, solid waste management
facility, etc.
Ø
Season based tourism:
The Department of Tourism will
contemplate to harness the distinct seasons; summer, autumn, winter, spring.
The activities and priorities will be oriented in a way to create distinct
attractions for four distinct seasons. The flowering in spring, pleasant
weather & greenery of summer, leaf fall of autumn and snow cover in winter
will be promoted, keeping in view the activities peculiar to the respective
seasons.
The ultimate success of Tourism
Policy of Jammu and Kashmir rests on creation of adequate and suitable
infrastructure like accommodation, transport, communication links and other
essential amenities. It is therefore necessary to critically analyze facilities
like roads/rail network, airports and their linkage with tourist destinations.
The rapid increase in tourist inflow in the State has thrown up the challenge
of an immediate requirement for standard and competitive accommodation
facilities. The hotel accommodation in J&K is inadequate and there is need
to increase the number of average beds per thousand by building budget hotels
at new tourist destinations and tourist circuits at places other than Gulmarg,
Sonamarg, Patnitop, Pahalgam and the cities of Srinagar/ Jammu so as to shift
the pressure of tourists to other destinations and to build ‘star category’
hotels at all the important tourist destinations in order to provide quality
services to the international and national tourists.
-> The Department will focus on
development of rural tourist villages. Rural Tourism has been advocated to
showcase the rural life, art, culture and heritage at rural locations, to
benefit the local community, economically and socially. Though 50 rural tourism
projects in Jammu and Kashmir have been implemented but more villages need to
be covered. Already identified and developed villages need to be developed
further. Villages having unique craft and art will be promoted as rural tourist
villages. Focus will be on home stay facilities for tourists.
-> Up gradation of services
through renovation and restoration of hotels to enable them to match the
international standards in the hospitality sector. Guidelines laid down by MOT,
Government of India for hospitality to be followed for the construction of
Tourist units.
-> Promote total quality service
including site development, internal roads, internet facilities, water supply,
road-side public conveniences, sewerage, drainage, street lighting,
landscaping, electricity, sewerage treatment plant by reengineering of the
existing units.
-> The State Government will make
special efforts to attract famous lakes of the state as important tourist
destinations as a part of Eco-tourism. Steps will be taken to maintain and
enhance their beauty by undertaking development in an integrated manner. Focus
would be mainly on Dal Lake, Wulur Lake, Anchar Lake, Mansar / Surinsar,
Sanasar and Manasbal Lake in close collaboration and consultation with Forest
and Environment Department.
-> The department needs to
regulate houseboat operations in Dal as per its carrying capacity and disperse
it to Wular and Anchar. The department would introduce special incentives for
starting houseboat operations in areas other than Dal Lake and Nigeen Lake.
-> Department, in association
with Lakes and Waterways Development Authority (LAWDA) will take stringent
measures to see that all the houseboats will have scientific solid and liquid
waste management system.
-> Plastic waste continues to be
a major concern for the local population and the visitors. Department will
enforce ban in close coordination with sister agencies on the use of disposable
plastics at major destinations such as Dal Lake, wular lake, Anchar lake,
Nigeen lake, all Mughal gardens. Gulmarg.
-> Department will support
environment friendly initiatives such as production of paper bags and
converting plastic and other wastes into resources, through various means of
private financing.
Ø
Development/promotion of off-beat
destinations:
The off-beat destinations in state
like Gurez, BaniBasohli, Lolab-Bungus, Kokernag-Simthan top, Verinag ,Doda,
Bhadewah, Aharbal, Poonch-Rajouri, Margan hills in Kishtwar, Zanskar etc which
are being developed through area specific Tourism Development Authorities will
be further developed and promoted so that the tourist footfall is equitably
distributed.
An incentive scheme would be
formulated in collaboration with hoteliers and transporters so that visiting
tourists are encouraged to prolong their stay in J&K and visit off-beat
destinations.
Ø
Improved accessibility to the prominent
destinations:
improved road connectivity to
tourist destinations will be the priority by roping in concerned Government
agencies/ departments in facilitating these development related activities.
-> Roads &Buildings
Department will be requested to specify a particular sum of annual Plan for
Tourism sector
every year and seek concurrence of
Tourism department to spend it on the road projects identified and by the every
year and seek concurrence of Tourism department to spend it on the road
projects identified and prioritized by the Tourism department.
-> Road signage generally does
not exist at most of the places. This issue will be taken up on priority by all
concerned because self-driven vehicles will become popular in the coming years.
National standards to be followed in the preparation of the road signals.
-> Road signage generally does
not exist at most of the places. This issue will be taken up on priority by all
concerned because self-driven vehicles will become popular in the coming years.
National standards to be followed in the preparation of the road signals.
Ø
Diversification/ Innovation in Tourism
products:
For
the diversification of tourism products, development of various niche tourism
products have to be followed more strongly by identifying niche products in
which Jammu and Kashmir state has enormous potential and distinction.
Emphasis will be on the products
like; Adventure, Wellness, Golf , Polo, Meetings Incentives Conferences &
Exhibitions (MICE) , Trekking, Pilgrimage, Film Tourism, Ecotourism, Wild life
tourism, Caravan Tourism, Heliport tourism, Rural tourism, Culture/ heritage
tourism, Herbal Tourism etc.
->
World-class exhibition and convention complexes through appropriate PPP
framework will be promoted in major cities and tourist destinations in the
state.
-> Theme and Entertainment parks
will be promoted at major tourist destinations.
->
Efforts will be made to rope in State Archives department and Cultural academy
to have Cultural Depiction Centers at Jammu/Srinagar/Leh where artifacts,
manuscripts etc can be displayed.
->
To increase length of stay of visitors, development of tourist villages near
existing attractions will be encouraged. -> Eco Tourism will be promoted as
a core tourism activity in close collaboration with the Forest Department. The
ecotourism zones will be identified and a chain of nature camps will be
encouraged and promoted as Jungle Trails in the zone.
-> The
Government will promote adventure tourism activities in Jammu and Kashmir,
under three heads – Aero Adventure, Aqua Adventure and Land Adventure by
collaborating with national and international adventure tourism activity
operators.
->
The State Government will make special efforts to make lakes as important
tourist destinations. Steps will be taken to maintain and enhance their beauty
by undertaking development in an integrated manner.
->
Facilities for water sports will be developed to international standards and
events involving national and international participation will also be
organized to popularize these destinations.
-> Bird watching and angling
competition will be organized for promotion of the wetlands of the state.
->
The Government will encourage tourism activities along the border areas of the
state. Access infrastructure to these destinations shall be developed by
collaborating with other state agencies/ departments, to enable a smooth and
comfortable commute.
-> The abundant water resources
and unique waterways of the state will be harnessed to provide a unique
experience of adventure and leisure tourism.
-> The
Department of Tourism shall announce annual awards under various categories.
The providers of quality service to the tourists and maintainers of
sustainability of the environment will be considered for awards.
- > To improve the maintenance of
existing tourist destinations, adoption/ management/ sponsorship programs will
be
promoted to create ownership between
locals and corporate for monuments, religious sites/destination
Ø
Marketing/promotional tools:
-> Focus would be on developing
new markets like Middle East, Europe and central Asia on the basis of proper
market research.
->
Participation and organizing road shows in major source markets as well as in
some of the upcoming markets.
->
Promotional campaign will be launched in the key markets under the theme “Explore
Paradise”. With a view to taking the “Explore Paradise” Campaigns forward,
different Brainstorming sessions and meetings with media, creative agencies,
media representatives and stakeholders in the tourism industry would be involved
to get their inputs and suggestions on making the “Explore Paradise” campaigns
more impactful and effective.
->
Certain important fairs and festivals under the name ‘Festivals in heaven’ will
be organized aiming at a high footfall of international and domestic tourists.
This would help enhancing the tourist visits to the State.
-> The
local universities will be approached for promotion through interaction of
their students with the students of other national/international institutions.
->
Publicity will be carried out by way of ‘FAM (familiarization)’ trips of media
persons, TV teams, film makers, trade representatives, provide brochures/media
support, distribution of literature, posters, calendars, newsletter,
electronic, print and digital.
-> Campaigns and publicity in
malls, airports, and other strategic places.
-> National & international
travel associations will be encouraged to have trips to Kashmir.
-> Improved Budgetary support
would be ensured in the State budget of the Tourism Department for marketing and promotion with a 10% increase in the budget
allocation every year during the span of this policy. -> Information
Technology will be used for the purpose of tourism promotion. The websites of
Tourism Department and its various arms will be made interactive and user
friendly.
-> Mobile applications and social
networking site like Facebook, Twitter, Google Plus, etc. shall be used for quick and cost effective tourism
marketing.
Ø
Human Resources Development & Capacity Enhancement:
-> Candidates with tourism
related degrees like Masters in tourism administration/management, masters in
hospitality, masters in Hotel management, masters in tour and travel will be
preferably considered for direct recruitment in the departmental services.
-> Existing staff of Tourism
department will be trained for specified jobs in the Department through
FCI/IHMs. -> Education and enhancement of competencies for local communities
living in the surroundings of a tourism
cluster will be encouraged, as a
tool to catalyze economic opportunities from tourism activities.
-> Local universities and
professional colleges will be encouraged to have courses on tourism studies and
language
courses in collaboration with national
and international institutes of Tourism studies.
-> One Government aided and
sponsored vocational training centre on the pattern of FCI/IHM in each major
city in J&K with special emphasis on training for Tourist Guides and
support staff in housekeeping, front office, reception, etc. across all tourist
destinations will be introduced
Ø
Inter- linkage among various Departments and
other institutional framework:
The Department of Tourism has
overall responsibility of promoting and exploring all the available resources
of the state for attracting and retaining the tourists. Besides this, the
safety and security of the tourists visiting the state is the top priority of
the department. Therefore the active functional links with other departments
are essential to achieve the set goals and objectives of the organization.
-> Interactions and Convergence
among various departments (R&B, Local bodies, Industries, Rural
Development, Police, Health, LAWDA, Transport, Forests, Agriculture and
Wildlife etc) needs to be streamlined to synergize their programs so that the
impact of investment on tourist destinations is maximized.
-> A Tourism Coordination
Committee will be set up under the Chairmanship of the Chief Secretary of the
state comprising Administrative Secretaries of relevant departments to resolve
such matters that may require interdepartmental coordination
-> The committee will also advise
on general policies and planning of tourism-related matters including
infrastructure development, promotion, monitoring, maintenance and growth of
the Tourism and Hospitality Industry in J&K.
-> A tourist office in each
district of the State will be set up where all necessary tourist information of
the concerned District can be displayed and made available.
Ø
Sustainable Tourism and Carrying Capacity:
Adoption of solid waste management,
hygiene and sanitation standards needs to be introduced at all the destination
to cater the increasing pressure of tourists.
-> Achieving sustainable tourism
is a continuous process and it requires constant monitoring of impacts,
introducing the necessary preventive and corrective measures whenever
necessary.
-> To involve schools, NGOs,
industry associations, etc. in carrying out major cleanliness drives at
important tourist destinations, department of tourism should provide suitable
incentives as well as rewards for all the organizations and individuals
involved in this important initiative.
-> The annual number of tourists
needs to be regulated according to the carrying capacity of tourist destinations
and other eco-sensitive zones after proper assessment of the carrying capacity
of each region.
-> Most of the pilgrim sites are
located in sensitive eco-zones. Building and expansion activities in these
should be controlled under the relevant acts, like the Forest Conservation Act
and the Environment Protection Act
Ø
Public- Private Partnership for development of
Tourism infrastructure:
-> PPP mode will be prioritized
to attract investment in the tourism sector in order to upgrade infrastructure
facilities and developing new destinations like Tosa-maidan, Yusmarg,
Lolab-Bungus and many more which will create employment opportunities.
-> The Department would also take
steps for privatization of the existing assets of Tourism department in a time-bound
manner.
-> The PPP mode will include
pilot projects like Events Sponsorship, Development of Hotels, Resorts and
Theme Parks, Leasing-out of Existing tourism facilities, cable car, solid waste
management etc.
-> Emphasis would be on large
revenue generating projects to attract private investors.
Ø
Research and Survey wing:
-> To create proper awareness
about the importance of tourism sector in the economic development of the
State, job creation, foreign exchange earnings, benefits to different segments
of the society, poverty alleviation etc., an accurate and timely release of
tourism statistics is necessary. Though tourism contributes significantly in
the GDP of the state as well as job creation, data base on different sectors of
tourism needs improvement.
-> Separate wing under the name,
Research and Survey wing, would be created at the level of Administrative
Department to look after the records and research work of the Department.
-> The wing will be headed by
Research Officer, not below the rank of Deputy Secretary, supported by team of
tourism professional employees.
-> Surveys will be conducted in
important source markets of foreign tourists visiting the State to know their
preference about the tourism products and destinations.
-> The wing will prepare and
issue yearly statistics of tourist inflow, expenditure incurred and earnings
realized.
Ø
Incentives and Taxes:
All the destinations would be
classified into three categories based on the development of the destination. “A”
-
(developed), “B” - ( developing) and
“C” - (underdeveloped).
-> Projects / activities/ units
classified as Category C (most backward) will be given priority in incentives.
-> New tourism units would be eligible for incentive schemes.
-> The unit availing of the
incentives under the scheme shall install, effectively operate and maintain
pollution control measures as per the standards prescribed by the competent
authority in this regard. The unit will remain in commercial operation
continuously for at least five years after it has been commissioned. However,
in cases the operation is discontinued due to reasons beyond the control of the
unit, the Tourism department may examine individual cases and condone the
period of discontinuation based on the guidelines to be issued by the
Government.
-> In order to provide impetus to
locations where tourist footfalls are low, all destinations have been grouped
into three groups- "Low " ,"Medium " and "High"
based on annual tourist inflow for the year 2012-2014. Destinations which are
under developed but falling under the "high" group with high annual
tourist inflow will be given the highest incentives.
-> The recognized Tourist
Transport Operators would be considered for exemption from Excise Duty and VAT
on the purchase of new tourist vehicles.
-> For modernizing existing
tourism/hospitality infrastructure entry tax exemption would be desirable.
-> For popularizing off-beat
destinations, collaborative incentive schemes would be launched by the Tourism
Department.
-> Any increase in tax rates
should be made applicable after a reasonable time- frame so that the bookings
already made are not affected.
-> Tourism sector has been given
status of Industry but few the benefits available to industry has been extended
to this sector. Department would take concrete steps for ensuring same
incentives to be made available to the tourism sector as that of the industry
sector.
-> DoT shall also provide the
selected personnel appropriate training required for providing services to
tourists. -> The local residents along with the state officials need to be
sensitized regarding the measures to be taken when faced by a crisis, such as
landslides, floods, earthquakes etc, so in case of such emergencies they can
take necessary action.
-> State of Jammu and Kashmir
falls in the Seismic zone-5. Therefore the Infrastructure made needs to be
resistant.
The Engineering wing of the
Department will be directed to take all necessary measures accordingly.
Ø
Targets & Timelines Short Term (1-3
Years):
-> Jammu and Kashmir is a
preferred tourism destination at national and international levels. Extensive
marketing of tourism products through web, road shows, electronic and print
media will be undertaken.
Ø
Safety/ Security and Disaster/ Crisis
management:
Department of Tourism (DoT)
envisages ensuring safe tourism through provision of dedicated police personnel
at
-> Disaster management is an
important aspect for any tourism destination (especially in the face of a
crisis). The specific contingencies such as epidemic and15 natural disasters
have devastating impacts on any community, region, state or nation.
-> DoT shall organize training
and sensitization programs for policemen posted at key tourism destinations in
association with the Department of Home for ensuring that policemen empathize
with genuine complaints and grievances of tourists.
-> In order to ensure safety of
women, minors, elderly and specially abled in any form, DoT, in conjunction
with the local police and district administration, shall take proactive steps
to prevent such abuses.
major tourist destinations,
life-guards at lakes in coordination with local people and NGOs.
-> Code of Conduct for safely
& security of the tourists needs to be adopted by tourism Department and
tourism stakeholders.
-> Three year Event Calendar will
be developed which would be synchronized with other themes and Business Events
to attract tourists and extend duration of stay of visitors.
-> Feasibility studies for
establishing demand for various tourism facilities, such as rural tourism, MICE
Tourism, Adventure tourism etc will be undertaken.
-> Tie-ups with training
institutes and capacity building programs for creating skilled human resource
for the sector will be undertaken.
-> Develop weekend tourism
products across the state and tourism activities in and around Kashmir valley.
-> Identify culture and heritage assets and prepare a plan for protection
and management of the same.
-> Suitable modification of BOCA
rules of J&K Development Act as the tourism destinations building
permissions needs to clear architectural plan as well as building facad plan so
that buildings at these destinations follow a particular pattern and look.
-> Positioning two ‘Tourism Town
planners’ one at Srinagar and other at Jammu for preparation and development of
Master Plans of all tourist destinations especially headquarters of Tourism
Development Authorities in a faster and time bound manner.
-> Develop interpretation
materials for promotion of tourism in both digital and print medium. ->
Tourism research and Survey wing to be created.
Medium Term (3-5 Years)
-> Designing of tour packages
based on specific themes, preferably those that involve the geographical
boundary and heritage of more than one State, will be undertake.
-> Development of new
destinations on wellness, tribal tourism, theme park tourism, Golf tourism
unexplored areas, sports etc. will be undertaken.
-> New concepts for heliport
tourism and caravan tourism will be promoted.
-> Incentives and technical
assistance will be provided to SMEs in the tourism sector, notably unemployed
Professional youths and local artisans producing high quality local
handicrafts.
Long Term (5 - 10 Years)
-> Assess brand value by focusing
on research and surveys.
-> Initiate and development of
large revenue generating projects and pilot projects like caravan tourism,
cable car projects, ropeways, sericulture, apiculture etc.
-> Efforts will be made to
prepare Tourism Satellite Account (TSA) as envisaged by Ministry of Tourism,
Government of India.
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