‘HAL’s Prime Focus Is To Strengthen The Prevalent Tourism Industry In Ladakh’

The ten-year-old Hotel Association of Ladakh (HAL) was formed to bring about a change in the sluggish hospitality industry in Ladakh. In an exclusive Gulam Mustafa, vice-president in conversation with Jyoti Koul, highlights issues dogging the hospitality and tourism industry in the region. Excerpts

What was the need to form HAL?
Jammu and Kashmir is quite a big state and there are number of hospitality and travel trade associations, but, hardly anyone focuses on the needs and issues of this part of the state. Therefore, the hoteliers of Ladakh came together and formed the Hotel Association of Ladakh, to voice the issues and basic requirements of the hospitality industry of the region. We also wanted to attract a larger number of tourists and strengthen the industry, as tourism is the only industry prevalent in this region.

However, as long as we are able to achieve our goals, it is fine, but, we would also welcome if any hospitality association at national level would like to associate with HAL.

What current issues is the association handling? How do you plan to tackle the issue with the government at the state and Centre?
Our biggest concern is the tourist season in this part of the state, that lasts for only two months and there are no efforts from the government to improve or even extend the season. The region has great potential for winter sports, which the government can certainly promote to increase the season. Secondly, air connectivity needs to be enhanced a great deal, as the entire region is dependent on air transportation, which is the only way to get here.

In addition, we have been requesting the government for releasing flight schedules to us much in advance. Very often, we loose out on tourists since they get to know flight schedules just two weeks prior. This definitely poses as an hurdle. Therefore, we have been requesting Indian Airlines and the tourism department, but, they seem to pay no heed. There are no structured and efficient basic facilities like electricity and water supply. The government also does not have a planned marketing or promotional strategy for this region.

Can you elucidate the joint memorandum, which HAL, Travel Agents Association of Ladakh (TAAL) and Taxi Operators Union is submitting, to the state government?
We all are coming together on a common platform to represent our issues to the government. We are demanding that since foreign tourists plan their holidays much in advance, we want to know flight schedules about four - five months in advance so, that we would be able to send mailers and brochures in advance. Secondly, we want the basic infrastructure and facilities and a potential marketing strategy. In this regard, all three associations will be meeting the state government representatives soon. We are hopeful that the government will take some concrete steps.