The Government has chalked out a strategy to position Union Territory of Jammu and Kashmir as leading global tourist destination by 2025 and Tourism Department is expecting to attract average investment of Rs 2000 crore per year besides generation of employment for about 50,000 people per year.

As per the latest Economic Survey, J&K Tourism Policy, which was formulated in the year 2020, is a holistic framework for sustainable and responsible growth of tourism sector and aims at improving the conditions for tourism development, supporting tourism industries, strengthening tourism-support functions and developing tourism sub-sectors.

“The policy has been prepared with the objective of positioning tourism as a major engine of economic growth and to harness its direct and multiplier effects for employment and poverty eradication in an environmentally sustainable manner”, the Survey said, adding “the policy aims to generate employment for approximately 50,000 people per year. Moreover, there is an expectation to attract average investment target of Rs 2000 crore per year for next 5 years”.

Stating that steps taken by the Tourism Department have started yielded positive results, the Survey said that the highest ever arrival of tourists to Kashmir during 2022 was about 27 lakh as compared to previous highest of 13 lakh in 2016, adding “J&K has a total room capacity of 58,100 with bed capacity of 1,24,196 (including Government and private sector) and home-stays are being encouraged and tented accommodations are being developed to add the capacity”.

“Tourism Department endeavours to make tourism in UT of J&K an enriching experience for the tourists, increase livelihood opportunities of the people of J&K and also to position itself as a leading global destination by the year 2025 by making it a destination that is natural in its environs, global in standards, modern in outlook, traditional in hospitality, mystical in sensibilities and entertaining in experience”, Economic Survey said.

“A roadmap has been drawn to achieve the objectives/vision in tourism sector and enough attention is being paid towards development of tourism infrastructure, development of lakes and wetlands, new Tourist Circuits and seasonal tourism, development/ promotion of off-beat destinations, improved accessibility to the destinations and marketing/ promotional tools, human resources development and capacity enhancement, sustainable tourism and carrying capacity, Public Private Partnership for development of tourism infrastructure and safety and security management etc”, the Economic Survey said.

The Tourism Department has chalked out the policy to achieve the desired results by focusing on high class tented accommodation, five star hotels, skiing products, adventure activities, eco-tourism parks, golf tourism and wellness tourism.

Stating that new destinations/ areas are being promoted by way of infrastructure facilities to bring them on the tourism map of the UT, the Survey said that the Tourism Department under Swadesh Darshan 2.0 has submitted the UT’s Perspective Plan to the Ministry of Tourism for Bhaderwah (for adventure/eco-tourism), Wullar (water adventure), Surinsar (lake tourism), Doodhpathri (eco tourism) and Basohli (adventure tourism).

“Government is enhancing J&K’s brand image by using sustained and effective marketing with special focus on information technology intervention and to standardize the establishment of tourism products and services by way of establishment and installation of eco-friendly infrastructure”, Economic Survey said.

Moreover, enough thrust is being laid on developing potential emerging markets through targeted marketing strategies and to enhance economic prosperity of Jammu and Kashmir, simplification of procedure of registration and renewal of tourist units through Single Window Clearance mechanism for Ease of Doing Business besides encouraging a strong and sustainable private sector participation in creation of tourism infrastructure especially Public Private Partnership (PPP).

Further all out efforts are being made to harness the opportunities available in the sectors like Adventure Tourism, Caravan Tourism, Helicopter Tourism, Eco Tourism, Pilgrimage Tourism, Rural Tourism, Wellness Tourism, Agro Tourism, MICE Tourism, Heritage Tourism and Golf Tourism.