ADTOI Plans To Integrate India Through Tourism Launches Campaign For Jammu & Kashmir

Anindita Chattopadhyay - New Delhi

Kashmir Calling: A Destination for all seasons - that’s the campaign ADTOI (Association of Domestic Tour Operators) has launched this summer in collaboration with the Kashmir government to bring back tourists to this paradise on earth. Recently a 16-member ADTOI delegation visited the valley in response to an invitation extended by the director general of J&K tourism to experience the conducive atmosphere for tourism in the state. not just Kashmir, the association has planned to promote places, which despite their unique attractions are not really tourism hot spots. As Jyoti Kapur, president ADTOI puts it, “It is our agenda to integrate India through tourism. Just when domestic tourism is on an upsurge, we feel it is our moral duty to support all state governments in their endeavour to promote tourism and to those places, which are not really in the limelight. Besides Kashmir, we will promote Sikkim, Darjeeling and places in the north-eastern states - thus making Indians cris-cross the country and understand each other better.”

According to Kapur, Kashmir is about to witness a fruitful season this year. “Tourists are already coming back to the valley and we met quite a few honeymooners, elderly couples and incentive groups. The Jet and Indian Airlines flight are going full. In fact, there were 20 foreigners in our flight. Hotels like Intercontinental, Broadway and Highland Park had 40 per cent occupancy in April 2004 and hoteliers expect a full house in May and June.” His view was supported by Sunil Sikka of Welcom Heritage group. “Our Gorkha houseboats in Nagin lake is completely sold out in May and June,” said added.

The government authorities, pointed out ADTOI members, have already started rationalising the tariffs of houseboats and cleaning up the Dal and Nagin lake. “The authorities are geared up to welcome more tourists. We have suggested that they need to improve infrastructure and transport facilities and must ensure that domestic tourists get similar treatment as foreigners because domestic tourism is the mainstay of the travel industry,” said Rajat Sawhney, vice president, ADTOI.