Time for decentralising Kashmir’s tourism influx: Union Minister Shekhawat

Srinagar, Nov 8: Union Minister for Tourism and Culture, Gajendra Singh Shekhawat on Saturday said that the time has come for Jammu & Kashmir to decentralise its tourism influx for achieving sustainable growth and balanced regional development.

In an exclusive interview with Greater Kashmir, Shekhawat said that while the Union Territory has witnessed an unprecedented boom in tourist arrivals, the recent Pahalgam attack temporarily dampened visitor confidence. “We have seen a tremendous tourist influx in Kashmir. However, post-Pahalgam attack, the arrivals got hugely affected. Now is the time to rebuild that confidence and move towards decentralisation,” the minister said. He underscored the need to diversify tourism beyond the traditional hotspots of Gulmarg, Pahalgam, and Sonamarg, and bring lesser-known destinations to the forefront.

“We need to take tourists out of just the three main circuits and introduce them to offbeat destinations across Kashmir,” he said. “This will not only distribute the economic benefits more evenly but also protect the fragile ecology of the overburdened sites.”

Shekhawat revealed that the Government of India, in collaboration with the J&K administration and the World Bank, is working on a comprehensive tourism decentralisation plan. “A robust mechanism is being designed to include unexplored destinations into the tourism map. These new destinations will give a fresh identity and renewed vitality to Kashmir’s tourism,” he said.

The minister disclosed that several film production houses have approached the government to shoot their entire projects in Kashmir, calling it a “positive signal for revival.”

“Before the Pahalgam incident, I used to find it difficult to arrange accommodation for friends there — it was that crowded. But the situation changed after the attack. Tourists got frightened. Now, we must collectively change that environment of fear,” Shekhawat said, adding that cinematic tourism could play a key role in transforming the region’s image globally.”

Highlighting the synergy between tourism, culture, and economy, Shekhawat said that Kashmir’s culinary traditions, particularly Wazwan, need aggressive promotion to attract high-end domestic and international visitors. “Kashmiri cuisine, especially Wazwan, is world-famous. If we market it properly, it will become a major attraction in itself,” he said. “Alongside, culture-based tourism — including Sufiyana music, folk arts, and handicrafts can help us bring a new class of visitors to the Valley.” The minister emphasised that the participation at all the levels including major stakeholders from the society and private sector collaboration were key to ensuring that tourism translates into long-term prosperity.

“When tourism grows, employment grows, opportunities grow, peace and prosperity follow. That’s how tourism contributes to internal peace and social harmony,” he remarked. Expressing optimism about Kashmir’s future, Shekhawat praised the youth of Jammu and Kashmir for their ambition. “I am truly happy to see Kashmiri youth coming forward, taking challenges head-on, and competing at national and international platforms. This is a matter of pride for the entire country,” he said. With an ambitious roadmap that connects tourism, culture, cuisine, and creativity, the Union Minister said the Centre is determined to help Jammu and Kashmir emerge as a sustainable, year-round global tourism destination, one that balances development, ecology, and local empowerment.