Srinagar, October 19: The Jammu & Kashmir Hoteliers Club has called for improved infrastructure, reliable essential services and an intensified promotional campaign to strengthen tourism in Jammu & Kashmir ahead of the winter season.
At a meeting of the Club’s office bearers held at Radisson Collection, Rajbagh, Srinagar, under the chairmanship of its president, Mushtaq Ahmad Chaya, members discussed challenges facing the hospitality sector and measures to attract domestic and international tourists.
The Club expressed concern over frequent power cuts in Sonamarg, reportedly lasting six to eight hours daily, and stressed the need for an uninterrupted electricity supply in Gulmarg and Pahalgam, particularly during winter.
The members also called for the installation and operationalisation of gondola facilities in Sonamarg and uninterrupted operation of ski lifts and other winter tourism infrastructure to enhance the destination’s appeal during the winter months.
Highlighting infrastructure-related challenges in Gulmarg, the Club raised concerns over recurring disruptions in road connectivity and water supply during winter. It urged the authorities to prioritise reliable road access, uninterrupted water supply and smooth mobility for tourists.
The members observed that declining tourist arrivals during the previous season and recent months had adversely affected tourism businesses, making timely intervention necessary to support the sector’s recovery.
Abdul Wahid Malik, honorary secretary general of the Club, stressed the need for coordinated efforts to revive tourism and support hospitality businesses affected by losses in previous seasons.
He called for a comprehensive marketing strategy, including promotional campaigns and roadshows in major domestic markets and selected international destinations, to restore tourist confidence and attract more visitors to the region.
The meeting also emphasised coordination among the administration, tourism authorities and industry stakeholders to ensure adequate preparedness for the winter season.
The Club said reliable infrastructure, improved visitor facilities and sustained promotional efforts were essential to position Jammu & Kashmir as a year-round tourism destination.
It reaffirmed its commitment to promoting responsible and sustainable tourism and working with the government and other stakeholders to strengthen the industry, protect the region’s natural heritage and generate long-term economic benefits for local communities.
