JK CM calls for fresh roadmap to reinvigorate travel industry

Jammu and Kashmir Chief Minister Mufti Mohammad Sayeed today called for a fresh roadmap to reinvigorate the state's travel industry by integrating leisure, adventure, heritage and pilgrim tourism.
"Tourism industry has a multiplier effect in terms of livelihood generation. We need to formulate a strategy to address lack of infrastructure and gaps in hospitality sector to excel as a leading global travel destination," Sayeed said chairing the first meeting of the Tourism Advisory Board (TAB) at Pahalgam hill resort, 100 kms from here.
The board was constituted recently to advise and suggest measures for tourism development, promotion and publicity as well as creation of high-end infrastructure.

Inviting concrete suggestions from those who matter in the field of tourism, Sayeed said the recommendations should also include the manner in which the negative perception about travelling to the state could be dispelled.
Advocating friendly relations with Pakistan, the Chief Minister said lasting and sustainable peace is a prerequisite for making tourism a robust and vibrant industry in the state.
He described the travel industry as a very vital confidence building measure and expressed his happiness about the recent visit to Valley by some golfers from the neighbouring country.

Calling for short and long-term measures to harness the tourism potential, Sayeed said he has sought cooperation from top media houses to overcome the barriers on negative perceptions being floated about travelling to Kashmir so that footprint of tourists is enlarged.

"I had a fruitful meeting with the country's main broadcasters who were in the summer capital recently. They promised to help change the negative vibes about Kashmir," he said, while referring to his recent meeting with senior members of the Indian Broadcasters Foundation (IBF).
Asking private stakeholders in the tourism sector to
play an active role in creating niche facilities for high-end travellers, the Chief Minister called upon the members to conceive a model of public-private interface which aims at creating sustainable tourism infrastructure that will help in positioning J&K as an all-season destination.
Sayeed underlined the tourism's huge potential as a rallying point around which the state's economy can be rebuild in a big way.

"Travel industry remains our biggest strength which offers plethora of opportunities in ever-expanding job market," he said, while referring to the cascading effect it has on other essential services linked to tourism like the hospitality and handicraft sectors.
He also stressed upon augmenting the room capacity for middle-rung visitors, which he said contributes significantly to the tourism-related economy of the state.
Describing the state's tourism industry as capital- intensive where private stakeholders raise institutional finance to match benchmark infrastructure, Sayeed said if the business volume declines, profits earned by the industry also experience a sharp fall.
To overcome this, he called for structured planning which brings new scenic spots on the tourism map of the state, besides fabled places like Gulmarg, Pahalgam and Patnitop as top winter destinations.

"This will increase tourist footprint and allow equally charming destinations like Kokernag, Aharbal, Bhaderwah, Sanasar, Bangus, Daksum and Basohli to emerge on the tourism horizon of the state," he said.