PM Modi has been 1st to give idea of promoting ‘one state, one global standard tourist destination’

Opportunity for J&K to focus on areas outside Valley for such a ‘one state, one global standard tourist destination’

When ever any statement about tourism potential and proposals in files are made about areas outside Kashmir Valley worth promoting commercial tourism expectations of the people living in the respective areas rejuvenate hoping that may be “this time” the shortfall of last 7 decades would be given a meaningful ‘start up’. Subject regarding development in Jammu Region (particularly tourism & local handicrafts ) has not escaped the attention of even the present LG Sh. Manoj Sinha who has also been at occasions making references in that regard like it was on 01-11-2020 when speaking after the e Foundation stone laying ceremony of the Comprehensive Mansar Lake Rejuvenation/Development Plan he too had said that Centre has given Rs 706 Crore for tourism sector and multi-pronged approach is being adopted to bring Jammu and Kashmir as one of the most preferred tourist destination in the World Map and Union Minister Dr Jitendra Singh too had then observed that the number of national projects initiated in the region during the last over 6 years were more than the number of such projects initiated in the earlier 7 decades which also indirectly observed that how far the tourism sector had been not properly treated worth exploiting the large potential that existed in the high potential but not that fairly attended areas outside ”Valley”. It was on 8 April 2023 that Mr. Sinha was quoted as having said after Tulip Garden at Sanasar that Tourism potential of Jammu is unique in many ways; with breathtaking natural beauty, rich cultural heritage, magnificent cuisine and warm hospitality, it can create a niche for itself on global tourism map adding that his Administration is committed to ensure all the necessary infra and resources and as a “Tourism Mission” initiative 75 new destinations, 75 Sufi/religious sites, 75 new cultural, heritage sites and 75 new tracks are being developed in J&K UT to open up new economic avenues for fulfilling the aspirations of the people.
J&K Chief Minister Shri Omar Abdullah is said to have emphasised that Jammu and Kashmir is ideally placed as a destination for adventure tourism activities, he was addressing on this 17th December the 17th Annual Convention of the Adventure Tour Operators Association of India (ATOAI) at the Sher-i- Kashmir International Convention Centre (SKICC) , a 4-day national event held from 17 to 20 Dec, 2025, aiming to position J&K as a leading global destination for adventure tourism.
Shri Omar Abdullah had also been quoted as having emphasised on 14th April 2025 the importance of “value-based tourism” while addressing an event at Delhi ( The event – ICC Aviation & Tourism Conference 2025 – hosted by the Indian Chamber of Commerce) informing that his government had in mind nine new destinations that he hoped to get funded through multilateral agency funding, which he hoped will ease some of the pressure on Gulmarg, Pahalgam and Sonmarg in the Valley, and also open up areas of Jammu hitherto undiscovered for tourism.
It was on 17 March 2025 that in a written reply to a starred question by BJP’s Sunil Sharma in the Assembly Shri Abdullah( he also holds the tourism portfolio ) had among other things said <” the government intends to develop an eco-tourism infrastructure in Kishtwar”. “Padder has immense potential for adventure tourism, including trekking, mountaineering and river rafting. Besides, the Machail Mata Yatra is being organised smoothly with three lakh devotees paying a visit to the shrine last year,” “The tourism department has taken various steps to promote adventure and religious tourism in the region” .”the tourism department has identified three tracks of six, seven and 10-day durations, and organised many promotional events to popularise these destinations” > It was also on 24 March 2025 that the J&K Chief Minister had said in a written reply to unstarred question (from independent MLA Shabir Ahmad Kullay) that The Jammu and Kashmir government plans to develop tourism-related infrastructure at several scenic locations along the Mughal road, which connects Poonch and Rajouri with south Kashmir’s Shopian adding that Dubjan, Mughal Sarai, Peer-ki-Gali and Shakroo Keller located on the Mughal Road are known for their natural beauty and scenic landscapes worth making them promising destinations for tourism development.
It was also reported on 22nd Nov this year that J&K Chief Secretary Sh. Atal Dulloo had chaired a meeting to review the works and initiatives undertaken by the Tourism Department for promoting and strengthening tourism across the Jammu region focussing on evaluating progress, increasing infrastructure& framing strategies to position / register Jammu as a vibrant, year-round tourism destination. The Chief Secretary referring to the immense tourism potential in the region was quoted as having directed the tourism department to intensify promotion and publicity of existing and emerging tourism circuits &also stressed forthe need for a comprehensive strategy to convert the massive influx of pilgrims into multi-day tourists by encouraging them to explore leisure, heritage, adventure and spiritual experiences beyond traditional pilgrimage routes. Earlier it was on 10th September 2024 that it was reported that J&K Chief Secretary, Sh. Atal Dulloo had an interactive session with the team of World Bank where detailed deliberations were held over development & promotion of several off-beat tourism destinations across the UT of J&K & had highlighted various initiatives taken by the administration in that regard , also suggesting that the three other core areas that were well-known all over the world where J&K wants to march ahead are Horticulture, Hospitality and Handicrafts.
To be brief in J&K even outside Kashmir valley there are many areas which have enough scope for development as tourist destinations of world class expectations. No doubt J&K’s Kashmir Valley has been attracting the tourist from all over and is observed as the unsurpassable Tourism potential ‘heaven’ but still there is also enough scope even outside Kashmir valley to place on the world map a “tourist” heaven( Global Standard tourist destination circuit ) extending over the unexplored areas of J&K which have so far remained unattended before 1947 and even after 1947 too. No doubt all politicians when out of power and the new governments that come have been talking of there being high summer/ winter/ pilgrim/adventure /health resort/ sports tourism potential in the Chenab Valley/Pirpanchal/other subregions out side Kashmir Valley but on ground no attention worth attracting sound commercial tourism rush has been exhibited by “past” governments and occasionally hopes have been given by ‘new’ governments expressing that they will work for that, but the projects have not seen the ‘fair’ light.
Funds are no problem with Government of India and present Union Government is always expressing for supporting any State / UT for any meaningful proposals / projects for development , even if of very magnitude. Prime Minister Narendra Modi has even urged Indian states to develop at least one global standard tourist destination each to attract international visitors and boost the local economy while chairing the 10th Governing Council Meeting of NITI ( National Institution for Transforming India ) Aayog on 10-05-2025 in Bharat Mandapam, New Delhi opining that the G20 Summit helped India get recognised as a global tourist destination and so in a way suggested that the states should hold the opportunity to develop at least one tourist destination of global expectation in their respective State/ UT. The 10th Governing Council Meeting of NITI Aayog was attended by 24 Chief Ministers and seven Lt. Governors. This year’s theme was Viksit Rajya for Viksit Bharat@2047 and in reference Prime Minister emphasised that India needs to increase the speed of transformation. Prime Minister has already given the idea of “one state, one global standard tourist destination” so there can be no better an opportunity for the J&K Lt Governor & J&K Chief Minister worth focussing on the vast but unexploited potential of summer / winter/ health/ adventure / pilgrim tourism in areas outside Valley and push in a high value project / programme for offering “one global standard tourist destination circuit’ which would surely be endorsed by the present government at Centre since surely there is a well deserving case for the same worth also compensating for the fall backs of last seven decades.
To be continued
(The writer is Senior Journalist and analyst J&K affairs)