As the spectre of militancy recedes to its lowest ebb, Kashmir the paradise on earth is experiencing tourism resurgence like never before. The recent success of the third G20 Tourism working group meeting in Srinagar has proven to be a pivotal moment, propelling Jammu & Kashmir into the limelight. This flourishing appeal is not confined to Bollywood alone; it extends to filmmakers from Telugu, Kanada, Marathi, Punjabi, and various OTT platforms, writes MOHIT KANDHARI
Against the backdrop of a historic low in militancy, the Kashmir valley has emerged as a cinematic treasure trove, drawing film crews from around the globe. The Union Territory administration, seizing this opportune moment, is now actively positioning itself on the global tourism map. This surge in interest comes in the wake of the highly successful third G20 Tourism working group meeting held in Srinagar.
During this meeting, the Government of India presented Kashmir as nothing short of a paradise on earth, solidifying its status as an unparalleled destination for international filmmakers. Beyond the glitz of Bollywood, production houses from Telugu, Kannada, Marathi, Punjabi, and various OTT platforms have also set their sights on the valley.
While classics like Gulmarg continue to enthrall, lesser explored locales in the Jammu region, such as Bhaderwah, Kishtwar, Bani, Basohli, and Ramban, are being fervently promoted to entice film crews. The Jammu & Kashmir tourism department, in sync with this surge, has meticulously curated a selection of destinations to further boost film tourism within the UT.
The region, now at the cusp of tranquility, has witnessed an influx of foreign tourists post the G20 meeting. Over 30,000 visitors have already explored Jammu & Kashmir this year, marking a substantial increase from the previous year's count of 19,985. With the winter season approaching, projections indicate an even greater surge.
In a bid to captivate travellers from distant corners of the world, the Jammu & Kashmir tourism department is fervently promoting hotspots and beckoning adventure enthusiasts to partake in the winter carnival and annual snow festivals.
Foreseeing an exceptional year for tourism, Lieutenant Governor Manoj Sinha envisions an influx exceeding 2.25 crores, including a growing number of foreign tourists. To accommodate this surge, the Srinagar airport is maintaining an active schedule, handling around 90 incoming and outgoing flights, facilitating a footfall of approximately 15,000 passengers regularly.
As of September, an impressive 1.70 crore tourists and pilgrims have already explored Jammu & Kashmir. With last year's total footfall recorded at 1.88 crore, the tourism department anticipates breaching the monumental 2 crore mark by year-end.
The revered Mata Vaishno Devi Shrine in the Jammu region is poised to welcome over 90 lakh pilgrims by this year’s end. During the auspicious nine-day Navratra festival, 4 lakh pilgrims paid obeisance at the Trikuta hills' sanctum sanctorum. Additionally, this year witnessed 4.5 lakh pilgrims at the Amarnath cave shrine. The Shri Mata Vaishno Devi Shrine Board, anticipating a landmark figure of one crore pilgrims, underscores the region's spiritual significance.
Anticipating yet another milestone, the upcoming launch of train services between Jammu and Srinagar in early 2024 is expected to revolutionise travel in the region. The Indian Railways' introduction of the Vistadome Coach, an all-weather glass ceiling AC train, promises an unparalleled experience, allowing passengers to immerse themselves in the awe-inspiring Kashmiri landscape through transparent coach windows.
Union Minister for Road Transport & Highways Nitin Gadkari affirms the government's commitment, with road projects valued at `1.25 lakh crore underway in Jammu & Kashmir. Proposals for 20 to 22 ropeways and cable cars, estimated at `25,000-30,000 crore, are poised to bolster tourism fourfold, ensuring the UT's self-reliance and prosperity.
Jammu & Kashmir Tourism Secretary Syed Abid Rashid Shah attributes the extraordinary growth to a confluence of factors, notably the groundbreaking G20 Tourism Working Group meeting in Srinagar. Beyond the numbers, Shah emphasises the government's endeavour to spotlight lesser-known destinations, with 75 offbeat locales, and to enhance spiritual and religious tourism across Jammu and Kashmir.
In a resounding endorsement of India's tourism potential, 35 villages have recently been acclaimed as the 'best tourism villages' in the country. Dawar, the Abode of Dards, and Shinas, stands out as the Best Tourism Village of 2023 in the Gold category. Nestled in the Gurez tehsil of Bandipore district, this village offers a captivating view of the Habba Khatoon Mountain and Krishna Ganga River.
Dawar, steeped in the history of the ancient Silk Route, showcases its enduring artistry through traditional handicrafts like Pattu and Gurezi chadar. Its allure is boundless, catering to seekers of solace, equanimity, thrill, and adrenaline rush. Dawar's ascent to this prestigious award is a testament to the concerted efforts to unlock Gurez's tourism potential, resulting in a remarkable surge in tourist numbers, from a mere few hundred to an impressive 35,000 and counting. The Indian Army's brainchild, "Shinon Meeras," a cultural center dedicated to preserving and promoting the rich artistic heritage of the Dard-Shina tribal community, serves as a gateway to their culture, language, and way of life.
In an insightful address, the Jammu & Kashmir Tourism Secretary elaborates on the ongoing initiatives, spotlighting the region's beauty and cultural opulence. He underscores the department's active participation in International Trade Marts, engaging global tourists, and assures of a pro-artisan policy in the works, aimed at bolstering the local artisan community. With unwavering dedication, the Tourism Department is vigorously promoting various tourism packages during promotional excursions across destinations.
The G20 summit has injected a new vigor into the tourism sector of Jammu & Kashmir. Officials proudly assert that the region's tourism contributes around 7 per cent to the gross State domestic product, directly and indirectly benefiting the local populace, including hotels, guesthouses, houseboats, homestays, and other tourism services.
Remarkably, nearly 90 per cent of the foreign tourists to Kashmir hail from three nations — Thailand, Malaysia, and Russia. The remaining visitors predominantly arrive from Singapore, the USA, the UK, France, Germany, and Israel.
Describing the G20 meeting as a pivotal moment for Jammu & Kashmir's tourism, the Tourism Secretary underscores the surge in inquiries and bookings from countries previously untapped, such as Sweden and the US. This newfound interest promises to further diversify the tourism landscape.
A senior member of the Kashmir Houseboat Owners Association sheds light on the past challenges of negative travel advisories, which significantly impacted the region's tourism. Today, the narrative has evolved as foreign tourists are warmly welcomed, signifying a positive shift in perception. The previous cautions from countries like the UK, the US, and Australia have waned, paving the way for a flourishing tourist season in the valley.
With the G20 summit's resounding endorsement, Jammu & Kashmir Lieutenant Governor Manoj Sinha remains optimistic that the US will reconsider its negative advisory, given the region's improving situation. Chairman of the Jammu & Kashmir Hoteliers Club, Mushtaq Chaya, recalls the concerted efforts during the G20 Tourism working group meeting, where members championed Kashmir's tourism potential and advocated for the removal of negative travel advisories. As a stakeholder, he rejoices in witnessing a positive transformation in the valley's tourism landscape.
President of the Travel Agents Association of Kashmir Farooq Ahmad Kuthoo emphasises that the G20 summit conveyed a strong message to foreign countries: Kashmir is a safe haven for tourists. Travel agents are actively engaging with foreign associations to showcase the allure of Kashmir. Tailored packages, offering a gamut of adventure and offbeat experiences, are being rolled out to entice foreign tourists.
(The writer is a Pioneer correspondent based in Jammu)
