Kashmir re-visited

The threat of terrorism has dampened the tourism industry in Jammu and Kashmir in the past few years. However, the state has begun to step up its investments in the tourism and hospitality sector and is counting on the trade to add these new products to its services. By Andrea Lopez

Muzaffar Baig Deputy chief minister, Jammu and Kashmir

Naeem Akhtar Tourism secretary, Jammu and Kashmir

The state of Jammu and Kashmir has often been misconstrued to lack the kind of enthusiasm that other states have in promoting tourism. The fact of the matter is that the state's initiatives have often tended to get clouded by public perceptions of 'looming security threats.' This year, therefore, the state government will be working on a renewed strategy to lure more investors into the state. Plans are also afoot to identify and develop new areas beyond the known circuits. Naeem Akhtar, tourism secretary, Jammu and Kashmir has said that the focus will be to synergise the strengths and efforts of the three distinct regions of Jammu, Kashmir and Ladakh, each of which have their distinct cultural and linguistic identities. Among the identified locations, are Gurez (part of the fabled silk route), an ethnic enclave on the fringe of the Kashmir Valley, Izmarg, Bangus, Dodapathri, Bodapathri and Manasbal, to name a few. International tourists comprise five per cent of the inbound tourist market into Kashmir, the real mass of tourists still remain within India. Gujarat and Maharashtra remain the main markets for Kashmir, but the state now wants to include more states in its plan, particularly the southern markets. C V Prasad, president TAAI said, "We have a huge domestic tourism product in India and we need to grow it before we look outside." In addition, he pointed out that West Bengal was a vibrant tourism market waiting to be tapped.

Product innovations

The ministry of tourism along with Travel Agents Society of Kashmir (TASK) is working on developing new areas and getting the local population involved. Houseboats are being refurbished and the government says it will provide assistance to houseboat owners. The state’s deputy chief minister, Muzaffar Baig said, "We are working on improving the road connectivity, as well as illumination of public areas." He added that development would take place, but with a strong emphasis on conserving fragile ecology.

In addition, new regions are being promoted. These include Kargil and Zanaskar, which have the largest surviving rock Buddhas, and accommodation facilities are being created at Aharbal falls. Circuit areas of Sunaga-Tanmarg-Babareshi-Chandoosa-Kalantara are also being developed. The Srinagar-Kargil-Leh road is also being revived. A park has recently been developed in Gulmarg (one of the oldest golf clubs in the country) and golf tourism is being given priority. Facilities for water sports are being upgraded, along with jungle safaris. The Mubarak Mandi palace complex is being restored and pilgrim tourism is being developed. An eight-century Shiva temple was recently restored at Manasbal. The state has recently begun promoting Gurez and is looking for travel agents who will sell three to four day packages to the region.

Raja Rani Travels which has been actively promoting tourism to Kashmir has said that it is gearing up to market the destination more aggressively. Baig commented that the government is adopting a two-pronged policy, one to get local talent involved in the tourism plan and the second to invest in better roads and railways in the next two to three years. He added that health tourism was also on the government's agenda. Commenting on political unrest and militancy he said, "Political compulsions come second after tourism and we do not want it to jeopardise the tourism industry." In keeping with this policy, the government has scheduled elections to take place in October/November of 2008, so as not to affect the tourist season of April/May.

Making room for investors

Jyotsna Suri, chairperson and managing director, the Grand Group says that the state government should create a conducive environment so that more investors are attracted to the region. Moreover, with Gulmarg hosting the winter festival from February 17-22, there is an even bigger need for hotels here. One major drawback is the lack of world-class hotels. The InterContinental Grand Hotel Palace in Srinagar is one of the few five-star luxury hotels in Kashmir. "It is more the lack of infrastructure than the 'fear-factor' that acts as a deterrent to tourism," says Suri. In 1998, when the hotel invested in Kashmir, it aimed at promoting the destination, rather than the hotel. The hotel now plans to renovate its rooms and is adding a spa of international standard.

Under its new strategy, the government has instated 19 high-powered development authorities for integrated and focused development, allotting seven in Jammu, seven in Kashmir and the rest in Ladakh. These authorities will have to identify land banks, build regulations in these areas, ensure that businesses become self-sustained and that environmental concerns are addressed. In addition, sites for more resorts are also being leased to private parties. In terms of air connectivity, Prasad said that the industry will work with TASK to connect more airlines to Kashmir.