Srinagar: Lieutenant Governor Manoj Sinha on Sunday called for redefining tourism in Jammu & Kashmir as a responsibility towards nature, culture and society, stressing that the sector must be developed on the principles of sustainability, inclusivity and shared prosperity.
Addressing the “Ethical Tourism Conclave” organised by the Tourist Trade Interest Guild in Srinagar, the Lieutenant Governor said tourism in the Union Territory should not be measured solely by visitor numbers but by its ability to improve lives and strengthen local communities.
“Tourism must be inclusive and it should empower boatmen, pony owners, artisans, homestay families and local youth. In six years, J&K tourism has set new records in arrivals, investments and opportunities. However, true success lies in hope, dignity and prosperity reaching every household,” he said.
Describing the conclave’s theme—Responsible Today, Sustainable Tomorrow, Beneficial for All—as a collective commitment, Sinha said Jammu & Kashmir’s reputation as “heaven on earth” stems from the harmony between its natural beauty and cultural heritage.
“Tourism in Jammu & Kashmir must be seen as a celebration of this heritage, and ethical tourism must be the guiding principle for its future,” he said.
The Lieutenant Governor noted that tourist arrivals in the Union Territory had reached record levels in recent years, accompanied by increased investments, greater traveller confidence and expanded employment opportunities. However, he maintained that the real measure of success was ensuring that economic benefits reached local communities.
He stressed that responsible tourism should ensure that visitors leave with memorable experiences while forests, lakes and rivers continue to thrive. He called for greater sensitivity towards the environment and underscored the need to strike a balance between development and conservation.
Sinha said stakeholders such as Dal Lake boatmen, pony owners serving mountain trails, artisans producing pashmina and papier-mâché products, and families running homestays in areas like Gurez and Bangus should be equal beneficiaries of tourism growth.
“Profits should not remain confined to large enterprises. Tourism must provide dignified incomes, training and opportunities to all stakeholders to ensure sustainability,” he said, adding that prosperity should reach “the last village, the last family and the last citizen in the queue.”
Highlighting the need for tourism to be beneficial to all, the Lieutenant Governor said the sector’s success would be reflected in improved livelihoods for artisans, small entrepreneurs, youth and women.
He also advocated an environmentally conscious approach to infrastructure development, stating that roads, hotels and tourism facilities should be planned with minimal ecological impact. He urged tourists and stakeholders to adopt eco-friendly practices, including avoiding single-use plastics, ensuring proper waste management, conserving water and energy and respecting wildlife.
Calling for actionable outcomes from the conclave, Sinha urged stakeholders to develop clear plans with measurable goals and timelines. He proposed introducing certification standards for eco-friendly homestays and hotels, launching training programmes for youth and leveraging 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 Jammu & Kashmir can emerge as a model of sustainable tourism for the entire nation,” he said.
The conclave was attended by Tourist Trade Interest Guild Chairman Zahoor Ahmed Karnai, University of Kashmir Vice Chancellor Prof Nilofer Khan, Islamic University of Science and Technology Vice Chancellor Prof Shakil Ahmad Romshoo, Divisional Commissioner Kashmir Anshul Garg, DIG Central Kashmir Range Rajiv Pandey, SSP Srinagar G.V. Sundeep Chakravarthy, Deputy Commissioner Srinagar Akshay Labroo, industry leaders and members of the tourism fraternity.
