CM Omar calls for high-value, sustainable tourism vision

Jammu, Nov 11: Chief Minister Omar Abdullah Monday called for a high-value, low-impact sustainable tourism vision for Jammu and Kashmir.

Chairing a high-level meeting at the civil secretariat in Jammu to review the functioning of the Tourism Department and chart the way forward for a more sustainable, visitor-focused approach in J&K’s tourism sector, the CM urged for a clean, community-driven growth.

Recognising the role of tourism as the “backbone” of J&K’s economy, he highlighted its potential to create substantial employment opportunities for youth.

CM Omar underscored the need to treat tourism as a structured, long-term endeavour rather than an adhoc activity by adopting a tourist-centric perspective.

“We need to enhance the tourist experience so that visitors revisit and recommend J&K as a destination,” he said.

Addressing key challenges, CM Omar called for focused efforts in garbage disposal and waste management through sustained campaigns and stakeholder awareness.

During the meeting, he noted the urgent need for additional wayside amenities and certified clean toilet facilities along major tourist routes and at key destinations to elevate visitor satisfaction.

“We must build environmentally conscious infrastructure that respects J&K’s unique heritage and architecture,” the CM said.

He highlighted the importance of shifting tourism efforts from “high volume” to “high value”, emphasising quality over quantity.

CM Omar also urged regulated infrastructure growth in newly proposed destinations and developing tourist spots to ensure sustainable development.

He stressed the need for synergised efforts with the local community, advocating for all tourism projects to consider heritage preservation and environmental sustainability.

To further improve the tourist experience, the CM favoured the creation of a feedback portal directly linked to his office, enabling tourists to share their experiences and suggestions.

He emphasised routine inspections of homestay facilities to maintain cleanliness and essential infrastructure standards, ensuring a welcoming environment for all visitors.

CM Omar also reviewed the progress of central government schemes like PRASAD and Swadesh Darshan.

He said that Sonamarg has the potential to emerge as a skiing destination given the abundance of snow there.

“It needs our attention,” the CM said.

He expressed dissatisfaction over the poor condition of the waste dumping site at Gulmarg and exhorted the concerned officials to improve the waste management facilities in the ‘Meadow of Flowers’ on priority.

CM Omar proposed sustainable development measures for Gulmarg and called for revitalising the Gondola cable car service.

He took a serious view of mismanagement in the cable car service ticketing which has irked the tourists and led to black marketing of tickets.

The CM directed the J&K Cable Car Corporation to streamline the ticketing process with efficiency, leveraging technology and making tickets easily available to visitors.

For skiing development, he recommended hiring reputed consultants and experts for the proper alignment of skiing drag lifts and emphasised that all plans should consider the impacts of climate change.

CM Omar underlined the need for taking up green field tourism development projects.

He gave instructions for strengthening tourism development authorities and taking immediate steps to prepare master plans for every development authority for the planned development of tourism destinations.

Advisor to Chief Minister, Nasir Aslam Wani; Chief Secretary, Atal Dulloo; Additional Chief Secretary to Chief Minister, Dheeraj Gupta; Commissioner Secretary Tourism, Yasha Mudgal; Directors of Tourism Kashmir and Jammu and other senior officials from the Tourism Department attended the meeting.

Earlier, Commissioner Secretary Tourism presented an overview of the department’s achievements, promotional activities, and plans, highlighting recent successful events like the Kashmir Marathon, G20 Summit, F4 Car Show in Kashmir, Sunburn Music Festival in Jammu and the J&K Tourism Development Conclave 2024.

During the meeting, additional plans were discussed for promoting adventure activities like skiing and river rafting.