The statement made by Julia Simpson, head of World Travel and Tourism Council (WTTC) regarding revival of tourism in Kashmir is reassuring. Describing tourism as an “incredibly resilient sector”, she expressed optimism about the revival of Jammu and Kashmir tourism that has suffered a huge hit in the wake of the Pahalgam terror attack wherein 26 tourists and a local were killed. Before the deadly attack, the tourism sector was flourishing and breaking new records. Most of the hotels, guest houses, house boats and home stays were booked. But as the enemy couldn’t digest Kashmir’s prosperity, a conspiracy was hatched and tourists were targeted in Baisaran Pahalgam resulting into the complete collapse of the tourism industry.
The tourism sector contributes nearly 7% to the region’s GDP besides generating employment. From past few years, as the Valley witnessed improvement in law and order situation, the sector had started flourishing and more and more people were opting to be part of this sector. In Srinagar city, people had invested good amount of money to remodel their homes to offer home stays to the visitors. So had happened in the vicinities of Gulmarg, Pahalgam, Sonamarg and other tourist destinations. New tourist resorts like Doodhpathri, Gogaldara, Yusmarg, Gurez etc were opened for tourism and these virgin destinations were attracting thousands of tourists. Border tourism had been introduced and tourists had started visiting areas along the Line of Control (LoC). Entire region was expecting massive tourist footfall this summer but one terror attack in Pahalgam and all hopes were dashed.
Julia Simpson’s assertion that people were apprehensive that travellers would not go to the Middle East after the Israel-Gaza conflict or would not travel to Europe after the Russia-Ukraine conflict, but people are travelling to the Middle East and Europe, gives some hope about the revival of the tourism in Kashmir. Prime Minister, Home Minister, J&K LG and Chief Minister, all are on the same plate as for as revival of tourism is concerned. It is important that the governments, from Srinagar to New Delhi, take the project of reviving the tourism in Kashmir on priority basis and take all the necessary steps to provide a sense of security to the visitors.
In the meanwhile, Jammu and Kashmir government should come forward to help the people affiliated with the sector. Be it people related to hospitality sector or transport, they had invested hugely and taken loans from banks. Now they are not in a position to pay back and here the government has to rescue them. In consultation with the Union Government, the J&K government should assess the situation and come up with a package to rescue this chunk of population.