Jammu & Kashmir is known for snow clad mountains ideal for world-class ski, gushing rivers ideal for rafting, numerous lakes with houseboats and shikaras and huge meadows with saffron and tulips. Yet, scare of terrorism always kept tourists away from the valley post-1989.
Not any more. Situation has changed. And changed for good. The state is experiencing a remarkable tourism boom, with a record-breaking 2.35 crore tourist arrivals in 2024. How did this happen? Is it a result of waning terrorism and return of peace or is it because of a major promotional campaigncoupled with strengthened tourism infrastructure in the state.
In an exclusive interview with Indian Masterminds, Ms. Yasha Mudgal, IAS (2007 batch), Commissioner Secretary, Tourism, J&K, shares the government’s vision for sustainable tourism, infrastructure development, safety measures, and the roadmap for making J&K a year-round global travel destination.
Q: What is the government’s vision for the tourism sector in Jammu & Kashmir over the next five years? How do its policies align with sustainable tourism while diversifying beyond conventional destinations?
A: Over the next five years, our vision is to position Jammu & Kashmir as one of the world’s most sought-after travel destinations while ensuring sustainable and responsible tourism. We aim to expand beyond popular spots like Gulmarg, Pahalgam, and Srinagar by developing lesser-known yet equally mesmerizing locations so that tourism benefits are more widespread.
Our policies align with global best practices to preserve J&K’s natural beauty and cultural heritage while fostering economic growth. We are committed to balancing tourism expansion with environmental conservation, ensuring that local communities benefit directly.
Q: What steps are being taken to improve tourism infrastructure, especially in remote areas, while ensuring women’s safety through initiatives like the Nirbhaya Fund?
A: We are enhancing road connectivity, accommodations, and tourist amenities, particularly in remote locations. Women’s safety remains a top priority, and under the Nirbhaya Fund, we are implementing women’s help desks at key tourist locations, CCTV surveillance in high-footfall areas and deployment of Tourist Police for additional security. These measures will ensure a safe and welcoming experience for all travellers.
Q: How is J&K leveraging promotional films, digital campaigns, influencers, and Bollywood collaborations to boost tourism?
A: In today’s digital era, promotion is key. We are utilizing promotional films, tourism songs, and digital campaigns to highlight J&K’s unparalleled beauty.
Additionally, we are actively engaging with:
- Social media influencers to reach younger audiences
- International travel fairs for global outreach
- Bollywood collaborations, leading to a revival of film shoots in J&K, showcasing our landscapes to the world
Q: What is the status of the proposed tourism call centre, and how will it assist tourists?
A: We have set up dedicated tourism call centres in Kashmir and Jammu, operational year-round. These centres provide itinerary planning assistance, real-time guidance, emergency support and multilingual operators for seamless communication.This initiative ensures better accessibility and quick response to tourist concerns.
Q: How is tourism driving employment and economic growth in J&K? What initiatives involve local communities and women?
A: Tourism is a major driver of economic growth in J&K. We are actively engaging local communities, especially women, by promoting:
- Homestays & rural tourism, allowing visitors to experience authentic J&K culture
- Eco-tourism initiatives that ensure sustainability
- Special incentives for community-led tourism projects
This approach ensures direct economic benefits reach grassroots levels.
Q: What are the biggest challenges facing J&K’s tourism industry? How is the government addressing them?
A: While J&K has seen record-breaking tourist arrivals, challenges like infrastructure strain, ecological conservation, and climate change need to be tackled. We are implementing:
- Offbeat destination promotion to reduce pressure on popular sites
- Eco-friendly accommodations & waste management strategies
- Climate resilience policies to preserve natural resources
These measures will protect J&K’s natural beauty for future generations.
Q: What are the top priorities for J&K’s tourism department in the coming season? How do you plan to make J&K a year-round destination?
A: Our top priorities include:
- Improving last-mile connectivity
- Enhancing tourist safety
- Diversifying tourism experiences beyond summer & winter seasons
We are strengthening public-private partnerships and inviting new investments to establish J&K as a year-round travel destination. Our goal is to ensure that every visitor leaves with unforgettable memories of Jammu & Kashmir.
