Page 71 - Connect 2024-25

In 2022, the region recorded over 1.8 million domestic 5. Cultural Tourism
tourist visits, surpassing pre-2019 levels. However, • Revival and promotion of traditional Kashmiri festivals
international tourist numbers remained significantly like Tulip Festival, Almond Blossom Festival, and Kheer
lower, with only about 20,000 foreign visitors in the Bhawani Mela.
same year. • Development of craft tourism circuits showcasing
Kashmir’s famous handicrafts like Pashmina shawls,
Government Initiatives carpets, and papier-mâché.
The Indian government has launched several initiatives
to revive tourism in the region: Comparative Analysis
The impact of the status change has varied across different
1. Back to Valley” Program parts of the former state. Ladakh, now a separate union
• Launched in late 2019, this program aims to rebuild territory, has seen a surge in tourist interest, with visitor
Kashmir’s image as a safe and attractive tourist numbers increasing by 30% in 2022 compared to 2018.
destination. The Jammu region has also fared relatively better, with
• It includes social media campaigns, travel industry religious tourism to places like Vaishno Devi maintaining
partnerships, and promotional events in major Indian steady numbers. The Kashmir Valley, however, continues
cities. to face more significant challenges in fully recovering its
• The initiative also offers special travel packages and tourism industry.
discounts to encourage domestic tourists to visit Kashmir.
Future
2. Infrastructure Development: While the tourism sector in Kashmir has faced significant
• Under the Prime Minister’s Development Package challenges, there are signs of recovery and potential for
(PMDP), ₹2,000 crore has been allocated specifically growth:
for tourism infrastructure development in Jammu and • The improvement in the security situation and the
Kashmir. lifting of travel advisories by several countries are
• Projects include the construction of new tourist positive indicators.
facilitation centers, the upgrade of existing tourist spots, • The focus on developing new tourist attractions and
and the development of eco-friendly accommodations. improving infrastructure could lead to diversification of
• The government is also focusing on improving the tourism offerings.
connectivity, with projects like the Udhampur-Srinagar- • The promotion of eco-tourism and adventure sports is
Baramulla rail link set to boost tourist access. attracting a new demographic of tourists.
• The government’s emphasis on film tourism,
3. Promotion of New Destinations: showcasing Kashmir’s scenic beauty in movies, is
• To reduce pressure on popular spots and showcase expected to boost visitor numbers.
Kashmir’s diversity, the government is developing new
tourist circuits. However, the long-term success of Kashmir’s tourism
• Areas like Gurez Valley, Lolab Valley, and Bangus industry will depend on sustained peace and stability in
Valley are being promoted as off-beat destinations for the region, continued infrastructure development, and
adventure and eco-tourism. effective marketing strategies to rebuild the destination’s
• The Department of Tourism has identified 75 new image.
tourist villages for development under the “Adarsh Gram
Yojana”. In conclusion, while the status change in Kashmir has
had significant short-term negative impacts on tourism,
4. Film Tourism Promotion: the sector shows resilience and potential for recovery.
• A new film policy was introduced in 2021 to attract The coming years will determine whether Kashmir can
filmmakers back to Kashmir, traditionally a popular reclaim its position as one of India’s premier tourist
shooting location. destinations.
• The policy offers subsidies, logistical support, and
single-window clearance for film shoots.
• A dedicated “Film Tourism Circuit” is being developed,
showcasing locations featured in famous Bollywood
movies.

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