Multi-pronged strategy needed for tourism revival

Percy Bysshe Shelley in his famous poem “Ode to the West Wind” asks “If winter comes, can spring be far behind”. Set in dead winter, the underlying message of the poem of course wrapped in optimism, offers hope for “new beginnings” to life. Those struck deeply by the harsh winter or adverse circumstances may feel dejected or think of quitting life, but the wisdom lies in enduring the tough conditions. The spring is round the corner. Yes, it is! The dead winter will eventually make passage for the spring— the “good times”. Adverse circumstances will subside, and favourable times will replace them. A local idiom “dohai cha baneyhal balas toofan rozan”, figuratively suggests us that not always remains the adversities, and one must pursue one’s goals and pin hopes for a better future.

Pahalgam incident of 22^nd April which led to loss of twenty-six tourists cast a bleak winter on the nascent tourism industry of Jammu and Kashmir. After reading down of article 370 and bifurcating and downgrading the state of Jammu &Kashmir into two union territories, the tourism industry had seen an upward trend with record number of tourists visiting Jammu and Kashmir in last three years. The number went up to 2.3-2.6 crore tourists visiting Jammu and Kashmir. The vibrant tourism Industry spillover affect was seen in sectors like Art and Crafts, Infrastructure, Public works, Banking, Construction and health and hygiene, thereby leading in growth of gross state domestic production (GSDP) as evident from economic survey 2024-25.

Halo effect of Pahalgam incident

The government of India invested considerable resources and time in building the brand Kashmir tourism not only at the national level but also at international level too. During the last few years, border tourism in Keran, Gurez, Uri, Teetwal, and Machil was made possible. It was more symbolic in character in the sense that these regions mostly witnessed cross border shelling and tourists would hardly enter these places. The opening of these spots exemplified the normalcy of lives and an implicit message to the terrorists and their backers that the region is witnessing peace and development.

The perception of people regarding J&K as disturbed areas was changing and thanks to social media influencers the virgin tourist places in Kashmir were getting more traction. Pahalgam incident led to halo effect of the brand Kashmir. Today tourists are fearful about the place, the visuals of the attack are fresh in their minds, and it will be unwise to think anyone risking his life in such situation especially when the terrorists involved in such heinous crime are still at large. But with main tourist spots like Pahalgam, Gulmarg and other hill stations witnessing lesser number of tourists, the government needs to come up with an action-oriented plan that would not only revive tourism in prime spots but also at these virgin spots.

Countering the War of Perception

The hypersensitization of identity based killing in Pahalgam incident cast fear among the tourists which will remain with them for ages. It is pertinent on the part of government, civil society and business units to invite and assure the guests that isolated incidents like Pahalgam are done to weaken the social fabric of India and our turning back to Kashmir will further strengthen their resolve to bruise India with thousand cuts. The tourism ministries of each state and Union Territory should rise about the partisan lines and visit Kashmir and assure domestic audience that Kashmir is safe and in this peak season lets together embrace Kashmiris and Kashmiriyat.

Chalo Kashmir

The tourism industry remains the backbone of Jammu and Kashmir's economy, contributing significantly to employment, trade, and overall economic activity. However, the industry is also the most vulnerable to disruptions, being the first to suffer and the last to recover in the event of any disturbance. It is heartening to see more than hundred tour operators from Kolkata organized a road show under the banner of “Chalo Kashmir” which needed to be replicated in other major tier one and tier two cities too. The tourism department of Jammu &Kashmir should deploy its officers to different cities and organize more road shows to woo tourists back.

Government Handholding

Tourism industry in the state of Jammu and Kashmir generates around Rs. 8,000 crores annually, contributing to nearly 7% of the state’s GDP. The industry provides employment to around 70,000 people directly and indirectly, including hotel staff, tour operators, taxi drivers, and souvenir vendors. The numbers are a testimony to the potential of the sector to boost local economy and provide employment opportunities. The government handholding is crucial at this stage and will go a long way in mitigating the suffering of the affected population and ensuring the long-term stability of the region’s economy. The latest Periodic Labour Force Survey has revealed that J&K has a 32 percent unemployment rate among youth and a staggering 53.6 percent joblessness among females both are highest in India. The cascading effect of Pahalgam like incidents will further push youth to drugs which has become a malice in Kashmir.

The Arduous Road to spring

The successful launch of “Operation Sindoor” against nine terrorist locations in Pakistan has sent the message to enemy elements that any misadventure in future will be dealt with  sternly. Furthermore, it has conveyed the message to world that new Bharat has capability and capacity to go extra mile to safeguard the interest of its citizens and it will not bow down to nuclear bluff. It is imperative on policy makers to come with a comprehensive policy for the revival of tourism in Kashmir. The soft power will go a long way to defeat the resolution of those who are hell bent to create disturbances in the valley. The people of Kashmir have unequivocally rejected violence and stood with peace and prosperity.

With annual Amarnathji Yatra 2025 round the corner, it is high time the Lieutenant Governor administration and Chief Minster rise to the occasion and conduct Public Darbar and road show in Pahalgam and convey a message to all the devotees/Tourists  that Union territory of J&K, with the active support of Government of India is committed to the safety and security of every devotee and your presence will lay the stepping stone for the revival of the tourism industry of Kashmir. Today your trust in our security forces and state of India will write a new chapter in the history. It is understandable that it is going to be a long and harsh winter, but there is always a promise of beautiful spring around the corner, and that hope should not be lost.

Dr. Javid Majeed Pandith & Dr. Mohammed Salim , Assistant Professor International Institute of Business Studies Bengaluru

Views Expressed are Personnel