Srinagar: Lauding that tourist arrivals in Jammu and Kashmir have reached record levels, Lieutenant Governor Manoj Sinha on Monday stressed the need for heightened sensitivity towards the environment while promoting tourism in the Union Territory.
Addressing an “Ethical Tourism Conclave” organised by the Tourist Trade Interest Guild here, Sinha, according to an official press release, underscored the imperative of developing a tourism model that is responsible, sustainable and inclusive.
The LG called for heightened sensitivity towards forests, lakes and rivers, and reiterated that development must proceed in balance with conservation.
He said the theme “Responsible Today, Sustainable Tomorrow, Beneficial for All” reflects the society’s collective duty to safeguard natural and cultural heritage for future generations.
Sinha emphasised that Jammu and Kashmir has historically been regarded as “heaven on earth” for the unique harmony between nature and culture.
“Tourism in Jammu and Kashmir must be seen as a celebration of this heritage, and ethical tourism must be the guiding principle for its future,” he said.
Sinha also highlighted the remarkable progress achieved in the tourism sector.
“Tourist arrivals have reached record levels, confidence among domestic and international travellers has been restored, investments have increased, and employment opportunities have expanded. However, the true success lies not in numbers alone but in ensuring that prosperity reaches local communities and contributes to social inclusion,” he said.
Laying emphasis on “responsible tourism”, the LG said it should be ensured that every visitor departs with cherished memories while natural resources must also thrive.
He emphasised the importance of inclusivity, stating that boatmen of Dal Lake, pony owners serving mountain trails, artisans engaged in crafts such as pashmina and papier-mache, and families running homestays in Gurez and Bangus must be equal stakeholders in the tourism journey.
“Profits should not remain confined to large enterprises. Tourism must provide dignified incomes, training, and opportunities to all stakeholders to ensure sustainability. Together, let us ensure that prosperity reaches the last village, the last family, and the last citizen in Jammu and Kashmir,” he said.
Highlighting the dimension of “Beneficial to All,” Sinha stated that the success of tourism can be achieved when the lives of artisans and small entrepreneurs are transformed, and the sector provides fair value for local labour and creates dignified livelihood opportunities for youth and women.
He said that sustainable tourism is an approach where nature and progress are partners.
He added that infrastructure such as roads, hotels, and facilities must be developed with zero ecological impact.
Sinha called for eco-friendly tourism to become a mass movement, encouraging tourists and stakeholders to adopt practices such as avoiding single-use plastics, proper waste management, prudent use of water and energy, and respect for wildlife.
The LG urged all stakeholders to translate discussions at the conclave into concrete action plans with clear goals, timelines, and evaluation mechanisms. He proposed certification standards for eco-friendly homestays and hotels to encourage healthy competition, comprehensive training programmes for youth to become protectors of nature and guardians of culture, and use of digital platforms to connect tourists directly with local communities.
“If local communities and youth combine innovation with sensitivity, link technology with culture, and development with environmental conservation, then I am confident that Jammu Kashmir can emerge as a model of sustainable tourism for the entire nation,” the LG said.
