Experts, members from industry, film, trade & travel management agencies deliberated on strategies, development models and innovative approaches to promote sustainable tourism practices in J&K during a 2-day Tourism Development Conclave at SKICC.
Lieutenant Governor Manoj Sinha addressing the ‘J&K Tourism Development Conclave’, organized by J&K Tourism Department, in Srinagar this week highlighted the efforts of the UT Administration to develop a sustainable tourism model to build J&K as one of the most popular tourist attractions in the world, building on the growth post covid.
“We have witnessed unprecedented growth post Covid pandemic and roughly 300% YoY (Year-on-Year) increase in foreign tourists. Greater efforts and attention were paid to new policies, conducive environment, stimulus for the tourism industry and new experiences and value creation for year-round employment,” the Lt Governor said.
At the Conclave, the Lt Governor shared the impressive strides of J&K’s Tourism sector and emergence of Jammu Kashmir on the global tourism map.
“Under the guidance of Prime Minister Narendra Modi, the new era in J&K has created international interest while also encouraging domestic tourists to visit J&K. This transformation is enriching local communities and helping us to build a modern tourism industry,” the Governor said.
He said, the increase in domestic tourist arrivals is a testament to the strength and potential of our holistic approach for the development of tourism sector and developing partnership between industry and communities for growth of associated business activities and employment.
The Lt Governor gave valuable suggestions on important segments to boost tourism sector and transform the socio-economic condition of the stakeholders.
He called for collective efforts from experts and industry leaders to explore the potential of adventure, border & heritage tourism, offbeat destinations, golf, bird-watching and agro-tourism in Jammu Kashmir. Destination weddings can also become a key driver for the growth of the tourism sector of Jammu Kashmir, he said.
The Lt Governor emphasised on chalking out a strategic roadmap to facilitate maximum private investment in tourism and hospitality sector.
After decades, Bollywood has returned to the valley. The Competitive Film policy has created a vibrant film ecosystem in the UT. Today, Jammu Kashmir has become the most preferred destination for the filmmakers. Experts and our representatives from Film industry must draw a roadmap to realise its full potential, the Lt Governor observed.
We must lead the country by ensuring mandatory quality standards through the quality certification mechanism for facilities and resources in the tourism & hospitality sector, the Lt Governor said.
The Lt Governor provided valuable inputs on brand-building and promotion of J&K’s tourism sector through innovative marketing, IT and digital tools.
In the past few years, we have witnessed unprecedented tourist influx to the UT. Ease of Travel for tourists, high customer value and professional & skilled manpower are some of the areas we must focus on to strengthen this sector, the Lt Governor said.
He called for strategic collaborations of administration, community, travel trade and industry players for value addition and enhancing the experience of tourists.The Lt Governor emphasised on time bound implementation of suggestions and inputs received from experts and stakeholders during the conclave.
Call for collaboration, creating transformative experiences in Kashmir
During the two-day Tourism Development Conclave-2024, the participants deliberated on strategies, development models and innovative approaches to promote sustainable tourism practices in J&K. The concluding day of two-day tourism development conclave 2024, held at Sher-i-Kashmir International Conference Centre, witnessed insightful discussions and strategic deliberations aimed at revitalising tourism in Jammu and Kashmir.
G20 Sherpa, Amitabh Kant, chaired multiple panel sessions focusing on diverse aspects of tourism development.
He underscored the need for creating transformative experiences in Kashmir, highlighting its shift towards experiential tourism in domains such as adventure, cultural heritage, and eco-tourism. He acknowledged the challenges faced by the industry but expressed optimism about overcoming them through concerted efforts.
Chief Secretary, Atal Dulloo, emphasized Kashmir’s enduring strength in hospitality and the imperative to address issues like overcharging and cheating to enhance visitor experiences and encourage repeat tourism.
Key presentations during the conclave included sessions reflecting a comprehensive approach towards fostering economic growth and environmental responsibility in the region. Stakeholders from tourism, hospitality and media sectors, including esteemed personalities shared valuable insights and recommendations.
The event featured presentations on Investment Attraction, Entrepreneurship Opportunities and Sustainable Tourism Practices by Commissioner Secretary, Industries & Commerce, Vikramjeet Singh.
The conclave also spotlighted niche tourism segments such as adventure tourism, pilgrimage circuits and eco-tourism with presentations from Saleem Beg, former DG Tourism and discussions on sustainability led by the Tourism Department J&K.
In his concluding remarks, Amitabh Kant urged upon the tourism department to collaborate with travel writers and operators to showcase Kashmir’s unique offerings and transform global perceptions of the region.
The panel discussions at the Tourism Development Conclave 2024 were enriched by a diverse array of industry leaders and experts. Vivekanand Rai, Director Tourism Jammu, brought insights into regional tourism strategies, while Samir MC, Managing Director of Fortune Park Hotels, shared perspectives on hospitality innovation.
Asif Burza, Director of Ahad Resorts, emphasized sustainable tourism practices, echoed by Ram Maheshwari, Area Director Operations at IHCL, who highlighted operational excellence in the hospitality sector. Raja Yaqoob, Director Tourism Kashmir, provided a local perspective on overcoming challenges and enhancing visitor experiences amidst Kashmir’s natural beauty.
Padma Shri Ajeet Bajaj, Managing Director of Snow Leopard Adventure, advocated for adventure tourism’s role in promoting environmental stewardship and community engagement.
P P Khanna, President of the Association of Domestic Tour Operators of India, discussed policy frameworks to support domestic tourism initiatives, while Rajiv Mehra, President of IATO, underscored the importance of industry collaboration in shaping sustainable tourism practices. Anoop Kanuga, from TAAI, offered strategic insights as the Chairman of the Tourism Council, advocating for holistic approaches to tourism development.
Abbas Moiz, National General Secretary of TAFI, highlighted the media’s role in shaping tourism perceptions, complemented by Gayatri Rathore, Principal Secretary of Rajasthan Tourism Department, who shared best practices in destination management.
