Jammu and Kashmir boasts a remarkably rich culture and serves as an all-weather tourist destination. Numerous attractions beckon visitors year-round, offering diverse experiences for all seasons. The key lies in developing and showcasing these destinations with innovative and meticulous planning. This approach is exemplified in Doda district of Jammu division, spearheaded by Harvinder Singh, an IAS officer from the 2019 batch.
Since assuming office in October 2023, Mr. Singh has undertaken several initiatives that have revitalized tourism in Doda. Among the most recent is the introduction of the state’s longest zipline, which has generated excitement among tourists. From organizing the ‘Winter Festival’ to implementing rapid land reforms and promoting PPP mode for adventure sports, the officer’s initiatives are reshaping Doda into a prominent tourist destination within the state. His efforts have resulted in a tenfold increase in tourism over the past year.
Indian Masterminds recently engaged with IAS Harvinder Singh, the Deputy Commissioner of Doda district, to delve deeper into the district’s tourist offerings and the strategies he is employing to establish it as a major tourist hub.
DODA WHERE VASUKI RESIDES
Doda district, part of Jammu division in Jammu and Kashmir, is known for its historical Fort of Doda, among seventy forts in the region. It’s about 718 kilometers from Delhi and 150 kilometers from Mata Vaishno Devi Dham in Katra, Jammu, combining historical allure with proximity to spiritual sites.
DC Mr Singh highlights that winter poses challenges in Doda, with no MGNREGA work available and agricultural activities halted. This creates a significant employment crisis for locals, necessitating innovative solutions.
While many travelers flock to Kashmir during winter, a substantial number visit Jammu for pilgrimage to Vaishno Devi. Bhaderwah, within Doda district, emerges as an excellent destination for these visitors, offering both cultural richness and natural beauty.
WINTER FESTIVALS
There are several captivating tourist spots scattered throughout Doda district, making it a standout destination. Among these, Bhaderwah town shines brightly. Within Bhaderwah lies Guldanda, a place where snow can be found even when the rest of Jammu division remains snow-free.
Thanks to the administration’s efforts, this area has seen an influx of tourists recently. A highlight was the 5-day Winter Festival held from December 26 to 30, 2023. The event featured performances by renowned Punjab singer ‘Kaka’ and included the refurbishment of Bhaderwah fort and improvements to the local lake’s water supply.
The festival attracted around 200,000 visitors, marking a resounding success that has prompted plans for its annual recurrence.
Mr Singh said, “Although the festival lasted only five days, its impact resonated for two to three months, significantly boosting the local tourism sector. It has also enhanced Bhaderwah’s reputation, showcasing the town’s diverse activities and attractions to a wider audience.”
LAND REFORMS
Since assuming office in the district, DC Singh has placed a special emphasis on land reforms, particularly facilitating the establishment of new hotels. He noted a significant increase in applications – approximately six per month – for ‘change of land use’ to set up new hotels. While streamlining the process for hotel development, he has prioritized environmental protection, ensuring thorough investigations to prevent misuse.
He explained, “After converting land use from residential to commercial, obtaining a No Objection Certificate (NOC) from all relevant departments is mandatory. Subsequently, final permissions for hotels must be sought from the district administration, accompanied by all necessary documents.” To date, 15 new hotels have received final approvals, predominantly located in Bhaderwah. Notably, construction is underway for a 5-star hotel within the district.
These reforms operate under the revised industrial policy of Jammu and Kashmir, which includes government subsidies to stimulate employment growth and bolster tourism.
RAFTING & SVEEP
Following the success of the Winter Festival, winter rafting was introduced on the Chinab River. Mr Singh explained that since the river’s water level rises during summers, the concept of winter rafting was introduced to leverage the river’s conditions effectively. During the election period, the administration creatively utilized rafting activities as part of their SVEEP (Systematic Voters’ Education and Electoral Participation) campaign.
“We integrated our SVEEP activities with rafting to raise awareness among people,” Mr Singh noted. “We conducted extensive election publicity campaigns on boats, and the impact was evident.”
This initiative promoted adventure tourism and engaged the community in civic activities, showcasing the administration’s innovative use of natural resources for tourism and public awareness.
JAI VALLEY & LONGEST ZIP LINE
One of the most distinguished summer destinations in Doda district is Jai Valley, celebrated for its unique transformation into a winter sports haven. Despite being cloaked in snow throughout the peak summer season, it remains accessible and alluring to tourists.
Located northeast of Bhadarwah town, approximately 32 km away, Jai Valley is connected by the picturesque Bhadarwah-Jai Link Road. Recently, the Bhaderwah Development Authority, in collaboration with ‘Extreme Adventures’, has introduced the state’s longest zipline under a Public-Private Partnership (PPP) model. This initiative not only enhances adventure tourism but also contributes to government revenue through fees paid by private operators.
Reflecting on these developments, he stated, “Previously, tourists remarked on the lack of adventure activities here. Now, we’ve made significant strides in addressing that concern. The experience of the state’s longest zipline is truly exhilarating – I’ve personally tried it to assure every one of its safety and thrill.”
GETTING BENEFITS FROM PPP MODE
The PPP model is revolutionizing tourism in Doda district. In addition to the zipline, the administration has introduced paragliding and hot air balloon adventures through PPP arrangements.
“We are actively exploring further applications of the PPP model in various other activities,” he stated. “This approach promises to enhance our tourism sector efficiently and cost-effectively.” This strategy optimizes the use of resources to attract more visitors to the region.
TRCKING FESTIVAL
The administration is gearing up to launch a trekking festival soon, marking a significant step in enhancing tourism. In collaboration with the ‘Jawahar Institute of Mountaineering and Winter Sports’, the administration is developing trekking routes and ensuring all necessary equipment, including ice scooters, is readily available.
He said, “This festival has the potential to be a gamechanger from a tourist perspective in the district.” The initiative aims not only to promote trekking as a popular activity but also to showcase the natural beauty and adventure opportunities that Doda district has to offer.
RELIGIOUS TOURISM
Religious tourism holds immense potential in Doda, and the administration is actively promoting it on various fronts. The district is renowned for its association with Vasuki Naag, the serpent Lord Shiva wears around his neck, believed to reside in Bhaderwah, historically known as Bhadrakashi.
Among the seven Kailash peaks, the seventh is located in Bhaderwah. Preparation is underway with great enthusiasm for its yatra scheduled on August 30, this year.
Mr Singh emphasized, “It is believed that Lord Shiva resides here after the Amarnath Yatra, making it a significant pilgrimage destination following the Amarnath Yatra.”
The administration’s efforts aim to enhance infrastructure and facilitate pilgrims, fostering Bhaderwah as a prominent religious destination post-Amarnath Yatra.
EMPLOYMENT
The involvement of local residents has been steadily increasing in all the initiatives undertaken by the administration. In a proactive move, the administration has encouraged companies to prioritize local hiring across all operations and to engage local laborers wherever possible.
He mentioned, “Approximately 900 to 1000 people have gained employment through these initiatives, and the hotels are also operating at full capacity.”
This approach not only boosts local employment opportunities but also supports the flourishing tourism sector by ensuring that accommodations are well-utilized, thereby fostering economic growth within the district.
IMPACT
Thanks to these collective efforts, the district has witnessed a nearly tenfold increase in tourist numbers over the past eighteen months. Hotels in the district are now consistently fully booked, with waiting lists becoming a common occurrence.
He observed, “Previously, this area was primarily a summer destination. However, after the success of our winter festivals, it has also become a sought-after winter destination.”
These developments underscore the district’s growing appeal across seasons, highlighting its expanding tourism potential and the successful implementation of diverse initiatives aimed at attracting visitors year-round.
