J&K witnessed 300% year-on-year increase in foreign tourist arrivals: LG Sinha

Srinagar, June 26: Lieutenant Governor Manoj Sinha Wednesday said Jammu and Kashmir witnessed a 300 percent year-on-year increase in foreign tourist arrivals post-COVID pandemic.

Addressing the ‘J&K Tourism Development Conclave’ organised by J&K Tourism Department in Srinagar, LG Sinha said, “We have witnessed unprecedented growth post-COVID pandemic and roughly 300 percent year-on-year (YoY) increase in foreign tourists. Greater efforts and attention were paid to new policies, a conducive environment, stimulus for the tourism industry, and new experiences and value creation for year-round employment.”

Extending his felicitations to the members from the tourism industry, film, trade, and travel management agencies, he highlighted the efforts of the Jammu and Kashmir administration to develop a sustainable tourism model to build J&K as one of the most popular tourist attractions in the world.

The LG shared the impressive strides of J&K’s tourism sector and the emergence of J&K on the global tourism map.

“Under the guidance of Prime Minister Narendra Modi, the new era in J&K has created international interest while also encouraging domestic tourists to visit J&K. This transformation is enriching local communities and helping us to build a modern tourism industry,” he said.

LG Sinha said that the increase in domestic tourist arrivals was a testament to the strength and potential of the government’s holistic approach to the development of the tourism sector and developing partnerships between industry and communities for the growth of associated business activities and employment.

He gave suggestions on segments to boost the tourism sector and for transforming the socio-economic condition of the stakeholders.

The LG called for collective efforts from experts and industry leaders to explore the potential of adventure, border and heritage tourism, offbeat destinations, golf, bird-watching and agro-tourism in J&K.

“Destination weddings can also become a key driver for the growth of the tourism sector of J&K,” he said.

LG Sinha emphasised chalking out a strategic roadmap to facilitate maximum private investment in the tourism and hospitality sector.

“After decades, Bollywood has returned to Kashmir. The competitive film policy has created a vibrant film ecosystem in J&K. Today, J&K has become the most preferred destination for filmmakers.  Experts and our representatives from the film industry should draw a roadmap to realise its full potential,” he said. “We should lead the country by ensuring mandatory quality standards through the quality certification mechanism for facilities and resources in the tourism and hospitality sector.”

The LG provided inputs on brand-building and promotion of J&K’s tourism sector through innovative marketing, IT, and digital tools.

“In the past few years, we have witnessed unprecedented tourist influx to J&K. Ease of travel for tourists, high customer value, and professional and skilled manpower are some of the areas we should focus on to strengthen this sector,” he said.

LG Sinha called for strategic collaborations of administration, community, travel, trade, and industry players for value addition and enhancing the experience of tourists.

He emphasised on time-bound implementation of suggestions and inputs received from experts and stakeholders during the conclave.

During the two-day Tourism Development Conclave-2024, the participants will deliberate on strategies, development models, and innovative approaches to promote sustainable tourism practices in J&K.

Prominent personalities associated with the film and entertainment industry including Imtiaz Ali, Vishal Bhardwaj, Kabir Khan, and Sanjay Suri are attending the conclave.

G20 Sherpa, Amitabh Kant; Advisor to LG, Rajeev Rai Bhatnagar; Chief Secretary, Atal Dulloo; and Commissioner Secretary Tourism Department, Yasha Mudgal were also present on the occasion.