Srinagar, Dec 14: Chief Minister Omar Abdullah on Saturday said Jammu and Kashmir is set to receive an investment of about Rs 5.5 billion in the tourism sector under an externally funded project, asserting that the push, combined with collective effort, would help the Union Territory once again establish itself as India’s leading adventure tourism destination.
Addressing a gathering during the 17th annual convention of the Adventure Tour Operators Association of India (ATOAI), the Chief Minister as per KNS, said Jammu and Kashmir has immense natural potential and, if properly blended with professional experience and coordinated work, there would be no difficulty in restoring its past position in adventure tourism.
Omar said he had made the point earlier as well that the success of tourism should not be measured by bringing tourists to Kashmir once but real success would be achieved only when tourists feel motivated to return repeatedly, year after year, he further said.
He said the approach of the government and the tourism sector should always be centred on long-term engagement with visitors. “Our attempt should be that tourists say they will not go anywhere else and will come only to Kashmir to celebrate their vacations,” he said as per KNS.
The Chief Minister said such a goal could be achieved only if all stakeholders worked together adding that the Jammu and Kashmir government, the tourism department and all related agencies must act in coordination to strengthen the sector and improve the overall tourist experience.
Referring to the past year, Omar said it had been extremely difficult for Jammu and Kashmir, with setbacks and troubling incidents emerging from different places almost every month.
He added at times it felt as if the region was being repeatedly hit from one side or another, he added.
Omar said that even the hope of some relief during winter did not fully materialise as the season remained largely dry, which further impacted tourism and those dependent on it for their livelihoods.
The Chief Minister said he was appealing to people to pray for snowfall to revive winter tourism, but stressed that it should be within bearable limits.
Recalling previous weather patterns, he said when the region prayed for rain earlier, excessive rainfall caused problems beyond manageable levels.
Omar also said this time as well, prayers would be made for snowfall, but only to the extent required, adding that about five to six feet of snow in higher reaches would be sufficient to attract tourists and bring life back to the tourism sector.
Omar said tourists would return, earnings would increase and the overall atmosphere in Jammu and Kashmir would become harmonious again, adding that he firmly believed that day was not far away and until that time, efforts by the government would continue without pause.
He assured that all possible steps would be taken for Gulmarg and other tourism destinations to support infrastructure development and tourist facilities.
Welcoming the Adventure Tour Operators Association of India, the Chief Minister said Jammu and Kashmir would host the ATOAI convention from December 17 to 20, and expressed hope that the event would be successful and beneficial for all stakeholders, including local communities, tour operators and the tourism industry at large, he said.
He concluded by expressing confidence that the convention would help promote tourism across Jammu and Kashmir and thanked the participants for choosing the region as the venue.(KNS)
