Ghulam Ahmad Mir, Tourism Minister, Jammu & Kashmir (J&K), believes that tourism is one of the driving forces of J&K’s economy and it is very important to explore the state’s potential as a global tourist destination. “Last year, we had about 37,000 international tourists arriving in Kashmir valley and this year we have already recorded 42,000 international tourists in the first two months and are expecting 5,000-6,000 tourists in the next two months which will bring the number to nearly 50,000 by April 2013. Ladakh used to witness 10,000 international tourists on an average per year, but last year we recorded 1,72,000 tourist arrivals which is a massive growth,” Mir said, adding that this drastic change in international visitor arrivals is due to new roadways, rail routes as well as increase in flight connectivity. “The issue for direct flights besides additional flights from Mumbai and Delhi to Srinagar and Jammu would be taken up with the Union Ministry of Civil Aviation on priority,” he revealed.
Mir invited the local as well as international travel trade industry to be ambassadors of J&K. “J&K is as peaceful as any other part of the world and I would want the travel trade fraternity from other countries to come and experience heaven on earth and promote our state to the tourists. I certainly believe that tour and travel operators can play an active role in promoting tourism between countries.”
J&K Government will take a number of initiatives to explore the tourism potential of the state by developing new tourist attractions in leisure, adventure, heritage and pilgrimage fields. “Central Government has realised the tremendous scope of adventure, sports, heritage and pilgrim tourism due to which they have provided financial assistance for development of new golf courses, adventure treks, conservation of historical monuments, promotion of skiing, water sports and development of new leisure spots,” he said.
Moreover, the state tourism ministry has taken several initiatives to promote adventure as well as new and unexplored regions of the state to draw more tourists. Among several initiatives, J&K Tourism recently organised a four-day International Rafting Championship at Pul Doda. “This is the first ever international rafting event in river Chenab to explore new adventure tourism potential in Doda and attract international teams and tourists to this place,” Mir said while interacting with the media.
The state tourism ministry has invited tour operators and media from Mumbai and Delhi for the first time to show them the untapped potential of these new regions to get their feedback on how to promote them in overseas and domestic markets. Tour operators highlighted the problems faced by them and received assurance from the officials that these problems will be looked into.
Addressing the media, Sajjad Ahmed Kitchloo, Minister of State for Home and Tourism, J&K, said, “Today, tourists are coming to Gulmarg and Pahalgam. We want these tourists to come and visit pristine destinations in Bhaderwah, Kishtwar, Doda, Poonch and Rajouri. This will not only reduce the pressures on Gulmarg and Pahalgam but also offer tourists new destinations,” Kitchloo added.
Ajeet Bajaj, Managing Director, Snow Leopard Adventures, who helped in organising the championship and travelled to Thathri, said that Kashmir is as safe as any other destinations in the world. Sudhir Patil, Director, Kesari Tours which has been sending tourists to J&K since 1984, was also of the opinion that Kashmir is a completely safe destination.
Mir further revealed, “We have taken essential steps to improve tourist infrastructure at varied destination across all the regions of the state, besides new destinations at Doodipathri, Lolab, Bangus, Yousmarg, Bhaderwah, Kishtawar, Rajouri, Poonch, Drangyari and Mughal road are being explored and promoted fully.” Mir informed that the state government has also developed MICE facilities in the state. “Kashmir is an ideal place for hosting national as well as international conferences. We are working towards creating world class convention centres,” he concluded.
