CM calls for sustainable tourism model in J&K

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Says tourism master plans must prioritise ecology, waste management and carrying capacity

Srinagar, July 9: Chief Minister Omar Abdullah on Wednesday called for a shift from volume-driven tourism to a value-based and sustainable tourism model in Jammu and Kashmir, saying the region’s long-term tourism success depends on protecting its fragile environment while creating greater economic value.

Addressing the inaugural session of the Conclave on Sustainable Tourism Planning – Designing Tourism for Tomorrow, organised by the Tourism Department at the Sher-i-Kashmir International Conference Centre (SKICC), the Chief Minister said sustainable tourism is no longer optional but essential for preserving Jammu and Kashmir’s natural assets and securing the future of one of its key economic sectors.

Advisor to the Chief Minister Nasir Aslam Wani, MLA Gulmarg Pirzada Farooq Ahmad Shah, Chief Secretary Atal Dulloo, Additional Chief Secretary to the Chief Minister Dheeraj Gupta and Additional Chief Secretary, Tourism, Ashish Chandra Verma attended the inaugural session. Managing Director, J&K Tourism Development Corporation, Shreya Singhal; Director SKICC Mufti Mohammad Farid-ud-Din; Director Tourism Jammu Vikas Gupta; Secretary Royal Springs Golf Course Haris Ahmad Handoo; Director Tourism Kashmir Syed Qamar Sajad; senior Tourism Department officers, Chief Executive Officers of various Tourism Development Authorities, tourism stakeholders and experts also participated in the conclave.

In his keynote address, Omar Abdullah said tourism that ignores sustainability is destined to decline.

“Tourism without sustainability is an unqualified disaster. It may survive for a few years, but it cannot endure in the long run unless sustainability is built into its very foundation,” he said.

The Chief Minister said Jammu and Kashmir stands at a critical point where it must decide whether to continue pursuing higher tourist numbers or focus on generating greater value through quality tourism.

“We have to decide whether we wish to earn by charging one hundred tourists one rupee each or by creating an experience where one tourist is willing to pay one hundred rupees. The answer to that question must shape all our future tourism master plans,” he said.

While welcoming the increasing number of visitors to the Union Territory, Abdullah said tourist inflows may need to be regulated in future to protect destinations from overcrowding and ensure a better visitor experience.

Reflecting on the region’s tourism journey over the past three decades, he said Jammu and Kashmir had understandably focused on attracting larger numbers of tourists to demonstrate normalcy after years of conflict. However, recent fluctuations in tourist arrivals had exposed the sector’s vulnerability.

Recalling the situation before and after the Pahalgam incident, the Chief Minister said the administration had recently grappled with traffic congestion caused by heavy tourist inflows before witnessing hotels and destinations turning empty after the incident, highlighting how a single event can affect the entire tourism season in Jammu and Kashmir.

Abdullah said sustainable tourism planning must address issues such as traffic regulation, parking infrastructure, solid waste management, water conservation, building regulations, carrying capacity and community participation.

Expressing concern over recurring traffic congestion at major tourist destinations, he said infrastructure expansion alone would not resolve the problem without scientific traffic management and efficient utilisation of existing facilities.

He cautioned against introducing regulatory measures without adequate consultation with stakeholders, saying sustainable solutions require careful planning rather than ad hoc decisions.

The Chief Minister also stressed the importance of scientific solid waste management, observing that environmental degradation cannot be blamed solely on tourists. Referring to waste removal efforts in Dal Lake, he said much of the waste also originates from local habitations and called for greater community participation alongside government efforts. He also advocated eliminating single-use plastic and promoting responsible civic behaviour.

Highlighting water scarcity as another emerging challenge, Abdullah said sustainable tourism must incorporate long-term water management strategies, particularly as tourist footfall continues to increase.

He also emphasised strict enforcement of building regulations and tourism master plans, saying effective implementation is as important as planning itself. Tourism master plans, he added, should be prepared in consultation with local communities who have lived in these destinations for generations.

Calling for scientific assessment of the carrying capacity of tourist destinations, the Chief Minister said different destinations require different management strategies based on their ecological sensitivity.

He said Srinagar could accommodate far more visitors than environmentally fragile destinations such as Gulmarg or Gurez, making a uniform approach unsuitable.

Abdullah said Jammu and Kashmir’s greatest tourism strength lies in its natural landscapes rather than artificial attractions.

“We are not selling Disneyland, Universal Studios or Las Vegas. What attracts people here is our rivers, lakes, mountains, glaciers and landscapes. Protecting these natural assets must remain the central objective of every tourism master plan,” he said.

The Chief Minister also raised concerns over the growing influx of tourist vehicles from outside Jammu and Kashmir. While acknowledging that such arrivals had helped rebuild confidence in Kashmir as a tourist destination, he said they had also increased pressure on local infrastructure and affected the livelihoods of local transport operators.

He said the objective should be to ensure tourism generates greater benefits for local communities by moving steadily towards premium tourism experiences instead of merely chasing higher visitor numbers.

“Value tourism is sustainable tourism. Our responsibility is to create conditions where local people earn better incomes while ensuring that tourism remains environmentally and economically sustainable for generations to come,” he said.

Expressing hope that the conclave would help shape a long-term tourism roadmap for the Union Territory, Abdullah said its deliberations should guide future policy interventions for sustainable tourism development.

Advisor to the Chief Minister Nasir Aslam Wani and Chief Secretary Atal Dulloo also addressed the gathering, highlighting the need for comprehensive master planning of tourist destinations, development of new destinations, environmental conservation, strengthening Tourism Development Authorities and enhancing visitor experience.

Earlier, Additional Chief Secretary, Tourism, Ashish Chandra Verma delivered a presentation outlining the government’s initiative to prepare destination-specific tourism master plans across Jammu and Kashmir.

He highlighted the need to shift from conventional urban planning to tourism-led destination planning through a long-term framework, pointing to challenges such as fragmented infrastructure development, inadequate waste management, traffic congestion and the absence of integrated planning.

Verma also explained the proposed tier-based categorisation of tourist destinations based on ecological sensitivity, tourism potential and infrastructure needs, and said the initiative aims to promote balanced tourism growth, develop destination-specific master plans and ensure greater stakeholder participation in shaping the future of Jammu and Kashmir’s tourism sector.

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