Deputy Director of Tourism Kashmir, Dr Deebah Khalid Peer (JKAS), unveils government's vision for carbon-negative Kashmir: A beacon of sustainable tourism amidst breathtaking scenery

JAMMU: Deputy Director of Tourism Kashmir, Dr Deebah Khalid Peer (JKAS), shed light on the pressing challenges faced by the tourism sector in the region and the government's endeavours to promote sustainable and green tourism. Emphasizing the urgency of making Kashmir a carbon-negative region, she detailed the measures taken by the government to foster eco-friendly practices and ensure a sustainable future for the picturesque region.

In an exclusive online interview conducted by Ajmer Alam Wani Editor-in-Chief of JK Monitor (www.jkmonitor.org), Dr Deebah Khalid said that the government's commitment to promoting green tourism has led to a series of initiatives, including sensitizing tourism stakeholders, organizing capacity-building workshops for transitioning to sustainable practices, promoting organic produce, and developing eco-friendly infrastructure. Notably, the government has also taken significant steps to reduce carbon emissions, such as using solar-powered establishments and vehicles and implementing a ban on single-use plastics. The effective management of dry and wet waste and recycling initiatives are also key components of the government's sustainable tourism strategy.

At the G20 summit, held in India, Kashmir's selection as the venue for the third tourism working group meeting was a remarkable achievement for the tourism industry in the region. While promoting Kashmir as a tourist destination, the government faced stiff competition from other popular tourist spots across India. However, the early planning and preparation, effective communication, sustainable approach, crisis management plan, transparency, accountability, and continual evaluation undertaken by the authorities helped address these challenges effectively.

The hosting of the G20 summit in India has significantly enhanced the country's international exposure, with special attention drawn to the cultural heritage and tourist attractions, including the breathtaking Kashmir region. The summit focused on sustainable tourism initiatives that can benefit eco-sensitive tourist destinations like Kashmir. Leaders, delegates, and media from various countries attended the event, providing an exceptional opportunity to showcase the region's beauty and hospitality to the world and potentially attracting more tourists in the future.

Dr Deebah Khalid further disclosed that the Jammu and Kashmir government has taken active steps to encourage the film and entertainment industry to shoot in the region. To this end, the government offers financial incentives, single-window clearance, location assistance, security support, and skill development opportunities. The presence of film projects in Kashmir has proven to be a powerful promotional tool, attracting both domestic and international tourists inspired to visit the real-life locations depicted in their favorite films. Additionally, film shootings and entertainment events have contributed to local employment, economic growth, and infrastructure development. The increasing visibility of Kashmir as a filming destination has also dispelled negative perceptions about the region and bolstered tourism confidence, leading to a surge in tourist arrivals.

The tourism industry in Kashmir has shown immense growth, with the yearly revenue figures contributing 7% to the GDP. In 2022, the number of tourists visiting Jammu and Kashmir reached a record-breaking 1.88 crore, the highest figure since independence, highlighting the region's immense potential as a favored tourist destination.

As Kashmir embraces sustainable tourism practices and initiatives, it sets an inspiring example for other tourist destinations worldwide, signaling a positive and eco-conscious shift in the global tourism landscape.

For the detailed interview, read below questions and answers till end.

1. Impact of G20 Summit on Kashmir Tourism:

a.     How did the G20 Summit being hosted in India impact tourism in the Kashmir region? 

Ans: The G20 summit being hosted in India has definitely promoted international exposure that has increased India's visibility on the global stage, drawing attention to its culture, heritage, and tourist attractions, including the picturesque Kashmir region. The summit focused on sustainable tourism initiatives that can benefit all eco sensitive tourist destinations like Kashmir. World leaders, delegates, and media from different countries attended the G20 third Tourism working group meeting in Kashmir, which has provided an opportunity to showcase the beauty and hospitality of Kashmir region to the world, potentially attracting more tourists in the future.

b.     What specific measures were taken to attract international tourists to Kashmir during the G20 Summit period? 

Ans: Specific measures taken to attract international tourists to Kashmir during the G20 Summit period:

• Houseboat festival
• Snow-boarding festival
• Saffron festival
• National/International trade fairs to showcase tourism potential of Kashmir. 

In prelude to the G20 third Tourism working group meeting held in Kashmir, the government organized:

• Y20 summit in Kashmir University that hosted young participants from all over the globe,
• Model G20 summit in SKICC,
• Various promotional activities including public awareness campaigns,
• Branding and promotion of various events related to G20,
• An extensive social media campaign focusing on offbeat destinations, adventure tourism, arts and crafts and culinary tourism. 

c.      Were there any challenges faced in promoting Kashmir as a tourist destination during the Summit, and how were they addressed? 

Ans: Challenges faced in promoting Kashmir as a tourist destination during the summit:

• Competition with other destinations: Despite the diversity India possesses in popular tourist destinations, Kashmir was selected for the G20 third tourism working group meeting which was a remarkable achievement for the tourism industry of Kashmir.

The government addressed all the challenges by implementing early planning and preparation, effective communication, following a sustainable approach, developing a crisis management plan, implementing transparency, accountability and continual evaluation.

2.    Incentives and Support for Film and Entertainment Industry: 

a.      What incentives and support does the Jammu and Kashmir government offer to the film and entertainment industry to shoot in the region? 

Ans: The Jammu and Kashmir Film Policy was implemented in 2021. The Jammu and Kashmir government had taken several initiatives to encourage the film and entertainment industry to shoot in the region. Some of the incentives and support offered by the government include:

1. Financial Incentives: The government provides financial incentives in the form of subsidies, grants, and tax benefits to attract filmmakers to shoot their projects in Jammu and Kashmir. These incentives aim to offset production costs and make filming in the region more financially viable.
2. Single Window Clearance: The government has set up a single-window clearance system to streamline the process of obtaining permits and permissions for filming in the state. This reduces bureaucratic red tape and makes it easier for filmmakers to start and complete their projects efficiently.
3. Location Assistance: The government offers assistance in scouting and identifying suitable filming locations within the region. They also provide support in obtaining necessary permissions from local authorities and communities.
4. Security Support: To address concerns about safety and security, the government ensures a conducive and safe environment for filmmakers and their crew during the shooting process.
5. Skill Development: To boost the local film industry, the government provides training and skill development programs for aspiring filmmakers and technicians. This helps in nurturing local talent and building a sustainable film ecosystem. 

b.     Are there any specific policies or initiatives aimed at promoting Kashmir as a preferred filming location? If so, what are they? 

Ans: The Jammu and Kashmir government has introduced specific policies and initiatives aimed at promoting the region as a preferred filming location. Some of these initiatives include:

1. Jammu and Kashmir Film Policy: Offers incentives, clearance, and support to attract filmmakers.
2. Revival of Closed Cinema halls
3. Development of Shooting Places
4. Organizing the Jammu & Kashmir Film Festival
5. Collaboration with Film Industry: Partnerships, subsidies, and joint campaigns to support filmmakers.
6. Film Infrastructure Development: Investing in studios and post-production facilities. 

c.      How has the presence of film and entertainment projects in Kashmir contributed to the overall tourism sector? 

Ans: The presence of film and entertainment projects in Kashmir has significantly contributed to the overall tourism sector in the region. The picturesque landscapes and breathtaking natural beauty of Kashmir showcased in films have acted as powerful promotional tools, attracting a larger number of domestic and international tourists. Movie enthusiasts are inspired to visit the real-life locations depicted in their favourite films, generating a boost in tourism demand. Additionally, film shootings and other entertainment events create employment opportunities for locals, stimulating economic growth and infrastructure development. The increased visibility of Kashmir as a filming destination has helped dispel negative perceptions about Kashmir region and has led to a rise in tourism confidence. Consequently, the film and entertainment industry's presence has been a catalyst for the flourishing tourism sector in Kashmir, fostering both cultural exchange and economic prosperity.

3.   Year-wise Tourist Figures Post Article 370 Abrogation:

a.     Could you provide a year-wise breakdown of tourist arrivals in Kashmir since the abrogation of Article 370 in 2019? 

Ans: In 2022, about 1.88 crore tourists visited Jammu and Kashmir, which is the highest figure since independence. 

b.     Were there any significant changes in tourist trends or patterns post the political changes in the region? 

Ans: There has been a considerable increase in international tourism and adventure tourism. 

c.      How has the government adapted its tourism strategies to accommodate the changing dynamics in the region? 

Ans: The priority has been to attract tourists for leisure, adventure and heritage tourism, and revitalise the tourism industry. The government has implemented the following main initiatives and measures:

• Tourism Infrastructure Development: The government has invested in the development and improvement of tourism infrastructure, such as road connectivity, lodging facilities, tourism facilitation centres and helpline, active feedback mechanism and a dedicated enforcement wing of the tourist police. These advancements have improved not only connection but also the complete travel experience for travellers.
• Tourism Offerings Diversification: The government has prioritised the diversification of tourism offerings in Jammu and Kashmir. In addition to traditional attractions like scenic beauty and religious monuments, adventure tourism, history tourism, eco-tourism, and cultural experiences have been prioritised. 

4.    Yearly Financial Support from the Government of India for Tourism Promotion: 

a.     How are these funds utilized, and what are the main channels through which the tourism promotion is carried out? 

Ans: Substantial amount out of the tourism budget is allocated to publicity. Organizing festivals/promotional events, Celebration of important national and international days, Promotion of tourism through outdoor media, print, electronic and social media, participation in international and national tourism marts, organizing international and national road shows, are the activities that are carried out. The recent surge in tourism has been a result of an aggressive publicity campaign. 

b.     How do you assess the effectiveness of these publicity and promotion campaigns in attracting tourists to the region? 

Ans: Allocating appropriate budget to each of the tourism promotion activities, making and following a tourism publicity calendar for each financial year in order to carry out all the planned activities methodically, analysis/feedback of outreach from various campaigns, continual tourism stakeholder consultations and data collection of various categories of tourists for future planning and focus on specific tourism products that Kashmir has to offer.

5.   Yearly Revenue Generated by Kashmir Tourism and Main Contributors:

a.     Can you share the yearly revenue figures generated by the tourism industry in Kashmir over the past five years? 

Ans: The yearly revenue figures generated by the tourism industry in Kashmir constitute 7% of the GDP.

b.     Which segments of the tourism industry are the main contributors to this revenue, such as adventure tourism, religious tourism, etc.? 

Ans: Leisure tourism, Adventure tourism, Spiritual tourism, Experiential tourism and Heritage tourism. 

c.      How has the revenue from tourism evolved over the years, and what are the projections for the coming years? 

Ans: Jammu & Kashmir has recorded 1.89 crore tourist arrivals in 2022, highest in 75 Years. A Comprehensive Tourism Policy has been drawn in the year 2020 which among other things aims to generate employment of approximately 50 thousand people per year and to attract average investments target of INR 2000 Crores per year for the next 5 years. Focusing on eco-tourism, adventure tourism and cultural tourism, will help in diversifying the tourist footfall throughout the year, hence generating revenue.

6.   Factors Considered as Backbone of Tourism in Kashmir: 

a.     In your opinion, what are the key factors that contribute to Kashmir's popularity as a tourist destination? 

Ans: Natural Beauty, Rich Culture and Heritage, Adventure Tourism including trekking, skiing in Gulmarg, river rafting in Lidder River and paragliding in various locations, Spiritual and Pilgrimage Tourism, Culinary Delights like Wazwan and Kahwa, Local handicrafts including Pashmina shawls, Kashmiri carpets, papier-mâché products and saffron, Houseboat stays, Mughal gardens, Warm hospitality.

Steps are being taken to develop Kashmir as a wedding destination. Also, MICE and golf tourism which are niche tourism products, are being promoted. 

b.     How does the government prioritize and focus on these factors to ensure sustainable growth in tourism? 

Ans: Preservation of natural resources, deploying responsible tourism practices, community involvement, carrying capacity management, infrastructure development, promotion of off-season tourism, creating cultural awareness, organizing educational programs, biodiversity protection, following tourism regulations, proper monitoring for sustainable growth. 

c.      Are there any initiatives in place to preserve and promote the unique cultural aspects of Kashmir to attract cultural tourists? 

Ans: The government takes initiatives like organizing cultural festivals and events, heritage conservation, organizing cultural tours and experiences, the promotion of traditional performing arts, the promotion of cultural homestays, the promotion of local cuisine and traditional dining and collaborations with artists and cultural experts, to attract cultural tourists.

The recently held Sufi festival in Kashmir highlighted the influence of saints and Rishis on the rich heritage of Kashmir. Heritage circuits are being developed and conservation models are being formulated for the same.

7.   Effect on the Economy with Revenue Figures: 

1. How the revenue does generated from tourism impact the overall economy of Jammu and Kashmir? 

Ans: Tourism has always been a key contribution to Jammu and Kashmir's economy. The region is well-known for its magnificent scenery, rich cultural legacy, and religious monuments, which draw both local and foreign visitors.

To begin with, tourism is a major source of job creation in Jammu and Kashmir. It directly provides jobs in the hospitality, transportation, and retail sectors, as well as supporting a variety of allied industries like handicrafts and horticulture. The influx of tourists increases demand for services, resulting in greater money for local communities and aiding in the reduction of unemployment in the region.

Tourism encourages the development of critical infrastructure. As the number of visitors grows, so does the demand for better roads, transit, and utilities to meet their needs. This infrastructural development not only improves the travel experience for tourists, but it also provides the framework for the region's overall economic growth. 

Moreover, the revenue is channelled towards infrastructure development, employment generation, preservation of cultural heritage, and sustainable tourism initiatives. 

2. Can you provide examples of specific sectors or industries that have experienced growth due to increased tourist spending? 

Ans: Increased tourist spending has had a favourable impact on numerous sectors in Jammu & Kashmir, supporting economic growth and creating job possibilities. Here are some specific examples: 

• Hotel Industry: As more tourists visit the region, the hotel industry has grown significantly. The rising demand for lodging, food services, and other hospitality-related offerings has resulted in the construction of additional hotels, guesthouses, and eating businesses. The recently introduced home stay policy caters to local stakeholders, reaping the benefits of tourism at grass root level.
• Transportation sector: As the number of tourists grows, so does the demand for transportation. To meet the travel demands of tourists touring the region, local taxis, auto rentals, and travel businesses offering guided tours have grown in popularity.
• Handicrafts industry: Tourists seeking authentic souvenirs have been drawn to Jammu and Kashmir's rich cultural history and traditional handicrafts. The handicrafts business has grown as tourists spend money on Pashmina shawls, carpets, and other locally manufactured products.
• Tour Guides and Tour Agencies: As travellers seek expert counsel and well-organized trip packages, the demand for tour guides and travel agencies has increased. This has opened up opportunities for individuals and businesses who specialise in tourism services. 

3. How has tourism contributed to job creation and livelihood improvement for the local population? 

Ans: Tourism has played an important part in the creation of jobs and the betterment of local livelihoods in Jammu & Kashmir. The expansion of the sector has had an immediate and indirect influence on job prospects and money generation in the region. Here are some of the ways tourism has helped to bring about these positive changes: 

• Direct Employment: Direct employment in the hospitality sector is the most visible influence of tourism on job growth. As the number of visitors grows, so does the demand for hotels, resorts, guesthouses, and restaurants. This demand increases the number of jobs available for hotel employees, housekeepers, chefs, servers, and other service-related positions, offering major employment prospects for the local people.
• Tour Guides and Transportation Services: As more tourists visit Jammu and Kashmir, the demand for tour guides and transportation services grows. Locals frequently serve as tour guides, using their knowledge of the region's history, culture, and geography to present visitors with interesting experiences. Furthermore, taxi drivers and car rental services are in high demand, creating job prospects for local drivers.
• Handicrafts & Artisans: Tourism has given the region's rich legacy of handicrafts and artisanal products a market. Increased demand for traditional artefacts like as Pashmina shawls, carpets, woodwork, and papier-mâché products benefits local artisans and craftspeople.
• Souvenir and retail sales: Souvenir and retail sales are boosted by the flourishing tourism business, which stimulates sales of souvenirs and locally created products. Small retail enterprises catering to visitor needs are expanding, creating job opportunities for local shopkeepers and retail personnel.
• Homestays and Community-Based Tourism: As an alternative to traditional lodging, homestays and community-based tourism have grown in popularity. Tourists are welcomed into the homes of local families, providing a more immersive and real experience. This type of tourism allows residents to supplement their income while also contributing to the local economy. 

8.   Tourism Publicity and Promotion: 

1. What are the main channels and platforms used for promoting Kashmir tourism on a national and international level? 

Ans: Kashmir tourism promotion on a national and international scale employs a variety of channels and platforms to reach a larger audience and raise awareness about the region's attractions. The following are the primary channels and platforms used for this purpose: 

• Social Media: Social media sites such as Facebook, Instagram, Twitter, and YouTube play an important part in exhibiting Kashmir's beauty and culture. Visual content, such as images and movies, is distributed to engage viewers and persuade them to visit Kashmir.
• Travel Blogs and Influencers: Collaboration with travel bloggers, influencers, and content creators who specialise in travel can help develop organic interest in Kashmir tourism. Their first-hand knowledge and recommendations have a significant influence on enticing potential travellers.
• Travel Trade Shows and Exhibitions: Participation in national, like SATTE, and international, FITUR, travel trade shows and exhibits, helps tourism authorities and enterprises from Kashmir to present their offerings to travel agencies, tour operators, and potential tourists.
• Outdoor media: Covering different cities across the country, airports, railway stations and bus queue shelters. 

2. How has the use of digital marketing and social media impacted the reach and effectiveness of tourism campaigns? 

Ans: Digital marketing and social media have significantly increased the reach and efficacy of tourism efforts in Jammu & Kashmir. These modern communication platforms have transformed how places promote themselves, communicate with potential visitors, and engage with their audiences. In the context of Jammu and Kashmir, the use of digital marketing and social media has resulted in numerous notable benefits for tourism promotion: 

• Broader Reach: Thanks to digital marketing and social media, tourist initiatives can now reach a global audience. Jammu and Kashmir can promote its gorgeous landscapes, cultural history, and unique experiences to a global audience via platforms such as Facebook, Instagram, Twitter, and YouTube.
• User-Generated Content (UGC): User-generated content from visitors to Jammu and Kashmir abounds on social media platforms. Tourism campaigns can take advantage of user-generated content (UGC) by publishing messages and photographs from tourists, offering unique and genuine experiences that appeal to potential travellers.
• Cost-Effectiveness: When compared to traditional advertising channels, digital marketing and social media provide more cost-effective methods of reaching a larger audience. Investing in internet advertising and content production generally yields higher returns on investment, especially for places with limited marketing budgets, such as Jammu and Kashmir. 

3. Are there any plans to collaborate with travel influencers or bloggers to promote Kashmir tourism? 

Ans: Yes, plans are in the works to work with travel influencers and bloggers to promote Kashmir tourism. Influencer marketing, as a new and very effective marketing method, can bring considerable advantages in reaching and engaging our target audience. 

Influencers and bloggers can create honest and captivating material that resonates with their audiences. They have a real love of travel and a unique capacity to exhibit Kashmir's beauty, culture, and experiences. Their first-hand experiences and recommendations can carry a lot of weight and influence potential travellers' decisions.

The goal is to form long-term, mutually beneficial relationships with individuals who can serve as champions for Kashmir tourism, thereby expanding our reach and impact in the travel community. Furthermore, we will regularly analyse the success and impact of these relationships to ensure that we meet our marketing goals efficiently. I am excited about the potential of influencer marketing to increase Kashmir tourism and produce positive results. 

9.   Important Tourist Destinations, Sites, and Spots: 

a.     Could you highlight some of the most significant and historically important tourist destinations in Kashmir? 

Ans: Kashmir is blessed with a rich history and breathtaking landscapes, offering a plethora of significant and historically important tourist destinations. These tourist destinations in Kashmir offer a blend of history, spirituality, and natural beauty, making the region a captivating and unforgettable experience for travellers from all around the world.

1. Dal Lake: One of the iconic symbols of Kashmir, Dal Lake is a major tourist attraction. Its serene waters, surrounded by picturesque Mughal gardens and houseboats, create a mesmerising ambience that has enchanted visitors for centuries.
2. Mughal Gardens: The Mughal Gardens in Srinagar, such as Shalimar Bagh, Nishat Bagh, and Chashme Shahi, are architectural marvels with intricate terraced gardens, flowing fountains, and historical significance. They were built during the Mughal era and continue to be popular tourist spots.
3. Pari Mahal: Also known as the "Palace of Fairies," Pari Mahal is a historic monument located on the Zabarwan Mountain range. It served as a Sufi school and observatory during the Mughal period, making it an intriguing destination for history enthusiasts.
4. Hazratbal Shrine: The Hazratbal Shrine is an important religious site in Srinagar, housing a relic believed to be a hair strand of Prophet Muhammad. The shrine's architecture and serene setting attract both devotees and tourists alike.
5. Sonamarg: Known as the "Meadow of Gold," Sonamarg is a picturesque valley located at the foothills of the Zoji La Pass. It offers breathtaking views of snow-capped peaks, lush green meadows, and the Thajiwas Glacier, making it a favoured destination for nature lovers.
6. Gulmarg: Renowned as the "Meadow of Flowers," Gulmarg is a popular hill station and skiing destination. It boasts magnificent meadows, gondola rides, and opportunities for winter sports, attracting tourists throughout the year.
7. Pahalgam: A serene town located along the Lidder River, Pahalgam is famous for its lush valleys, picturesque landscapes, and the starting point for the Amarnath Yatra pilgrimage.
8. Hari Parbat:  Hari Parbat is also called Kohi Maran. It is a historical hill fort located in Srinagar, Jammu and Kashmir. This ancient landmark holds immense cultural, religious, and historical significance. With its diverse architectural styles and religious sites, including Hindu temples and Muslim shrines, Hari Parbat is a symbol of Kashmir's rich heritage. 
9. Martand Sun Temple: Martand Temple is an ancient Hindu temple dedicated to the Sun God, Surya, located near Anantnag in Jammu and Kashmir, India. Built in the 8th century by King Lalitaditya Muktapida, it showcases the distinctive Kashmiri architectural style with grand colonnades and intricate carvings. “The Archaeological Survey of India has declared the Martand Sun Temple as a site of national importance in Jammu and Kashmir”
10. Verinag: Verinag is a charming spring located in the Indian union territory of Jammu and Kashmir. It is the source of the Jhelum River, one of the major rivers of the region. The spring is surrounded by lush gardens and Mughal-era architecture, making it a picturesque and serene spot. Built by Mughal Emperor Jahangir in the 17th century, Verinag remains a popular tourist attraction, drawing visitors with its natural beauty and historical significance.
11. Burzahama: Burzahama/Burzahom Archaeological Site is a prehistoric settlement located in the village of the Burzahom in the Srinagar District of J&K. The Burzahom archaeological site, dates back to 3000 BC and 1000 BC, offering a fascinating glimpse into the ancient civilization of Kashmir. Tourists visiting this historical site can explore the remains of an ancient settlement and discover a vast collection of bone and stone tools, indicating the inhabitants' hunting and farming practices. 
12. Buddhist Monastery: The Buddhist Monastery at Harwan, Kashmir, is a peaceful and historically significant site. The site has only one remaining building, famous for its tiled courtyard displaying a variety of artistic motifs and styles. Today, it attracts visitors seeking tranquillity and a glimpse into Kashmir's rich cultural past. 

The list is inexhaustive. Thus, it is not possible to mention all of them. 

 b. How does the government work to ensure that these sites are well-preserved and protected for future generations? 

Ans: The government of J&K takes significant measures to preserve and protect the region's significant tourist destinations for future generations. This includes designating historically important sites as heritage sites and implementing strict conservation measures to maintain their architectural and cultural significance. Some of the sites are maintained by ASI and there are a number of tourism development authorities established, where these sites are located and each ensures the promotion of waste management and limiting construction activities to preserve ecological balance. Special centrally sponsored schemes are in place for development, conservation and promotion of these heritage sites.

Policies for sustainable tourism have been formulated, prioritizing sustainable development while maintaining the unique character of each destination. Entry regulations, public awareness campaigns, and community involvement further contribute to responsible tourism practices and environmental conservation. Financial support and collaboration with relevant stakeholders aid in successful preservation efforts. With such initiatives, the government ensures that these cultural and natural treasures are safeguarded and cherished for the enjoyment of generations to come. 

c. Are there any lesser-known tourist spots that the government aims to promote in the future? 

Ans: Yes, the government of Jammu and Kashmir aims to promote some lesser-known tourist spots in the region in the future to diversify tourism offerings and reduce pressure on popular destinations. While well-known tourist spots like Srinagar, Gulmarg, and Pahalgam have always attracted visitors, there are several hidden gems that hold immense potential for tourism development which include:

1. Chatpal: Chatpal is a charming and serene village located in the Kulgam district of Jammu and Kashmir, India. It is known for its lush green meadows, gushing streams, and stunning vistas of the surrounding mountains, making it an ideal destination for nature lovers and adventurers seeking offbeat locations. 

2. Bangus: Bangus Valley is a picturesque valley situated in the Kupwara district of Jammu and Kashmir. This hidden gem is surrounded by snow-capped mountains and offers breathtaking views. The valley is relatively unexplored and offers a peaceful retreat for travellers looking to escape the crowds. 

3. Reshwari: Reshwari is a lesser-known destination in the Kupwara district. It boasts a beautiful landscape with lush green hills and valleys, making it an attractive spot for trekking and nature enthusiasts. 

4. Daksum: Daksum is a quaint town located in the Anantnag district of Jammu and Kashmir. It is renowned for its pristine landscapes, dense forests, and crystal-clear Bringhi River. Daksum offers opportunities for trekking and camping, allowing visitors to experience nature at its best. 

5. Karnah: Karnah is a remote and secluded region in the Kupwara district of Jammu and Kashmir. This area is blessed with enchanting meadows, dense forests, and a tranquil ambience. Karnah is perfect for those seeking solitude and tranquillity in the lap of nature. 

6. Watlab: Watlab is a small village located in the Bandipora district of Jammu and Kashmir, India. The village is known for its stunning Watlab Lake and the pristine surrounding landscape, offering visitors a chance to unwind and connect with nature. 

7. Gurez: Gurez Valley is a hidden gem in the Bandipora district of Jammu and Kashmir. It is surrounded by snow-capped mountains and boasts a serene atmosphere.  

8. Lolab Valley: Lolab Valley is a lesser-explored destination in the Kupwara district of Jammu and Kashmir. It is characterized by lush greenery, rolling hills, and a peaceful environment. The valley provides a great escape for travellers seeking a quiet and rejuvenating vacation. 

10. Hospitality, Cultural, and Pilgrimage Tourism: 

a.     How does the hospitality industry in Kashmir cater to the diverse needs of tourists, including cultural and pilgrimage tourists? 

Ans: The hospitality sector in Kashmir prides itself on its capacity to meet the varied requirements of tourists, encompassing cultural enthusiasts as well as travellers on sacred pilgrimages. Here's how it excels in providing exceptional services: 

1. Accommodation Diversity: Kashmir offers a wide array of accommodation options to suit every traveller's preferences and budgets. From luxurious hotels and heritage properties to cosy houseboats on Dal Lake and budget-friendly guesthouses, tourists have ample choices to find their perfect stay. 

2. Enriching Cultural Experiences: Recognizing the value of cultural immersion, the hospitality industry arranges various cultural events and experiences. Tourists can indulge in traditional music and dance performances, attend cultural shows, and explore local art exhibitions, offering a deeper understanding of Kashmir's rich heritage. 

3. Authentic Kashmiri Cuisine: The industry takes great care in showcasing Kashmiri cuisine, a vital part of its cultural legacy. Hotels and restaurants serve mouth-watering local dishes, allowing tourists to savour the region's unique flavours and culinary delights. 

4. Pilgrimage Facilities: For pilgrimage tourists, especially those visiting revered sites like the Vaishno Devi temple, the hospitality industry ensures convenient and comfortable arrangements. Hotels and guesthouses situated near pilgrimage spots cater to the needs of devotees, enhancing their sacred journey. 

5. Emphasis on Safety: Ensuring the safety and security of all tourists remains a top priority for Kashmir's hospitality industry. Hotels and tour operators maintain stringent safety standards, creating a worry-free and pleasant experience for visitors. 

b.     Are there any specific initiatives to showcase and promote the unique cultural heritage of the region to tourists? 

Ans: Yes, the tourism industry in Kashmir has undertaken several specific initiatives to showcase and promote the unique cultural heritage of the region to tourists. These initiatives aim to offer travellers an immersive experience and provide them with a deeper understanding of Kashmir's rich cultural legacy. Here are some real examples of these efforts: 

1. Cultural Festivals and Events: Kashmir hosts a variety of cultural festivals and events throughout the year, which include organising several seasonal festivals like “Spring Festival” and the Sufi Festival. These events feature traditional music and dance performances, cultural shows, and local art exhibitions, providing visitors with a taste of Kashmir's artistic and cultural traditions.
2. Heritage Walks and Tours: To offer tourists an authentic glimpse of the region's cultural heritage, heritage walks and tours are organized in prominent cities like Srinagar. These guided tours take visitors through historical landmarks, architectural marvels, and ancient neighbourhoods, providing insights into the rich history and cultural significance of the places. One such tour offered in Kashmir is the “Downtown Legacy Tour”
3. Cultural Homestays: In recent years, cultural homestays have gained popularity as an initiative to promote authentic cultural experiences. Local families have opened their homes to tourists, providing them with an opportunity to live like locals and participate in daily activities, celebrations, and rituals, fostering a deeper connection with the culture.
4. Arts and Crafts Markets: Art and craft markets, like the floating market on Dal Lake, provide tourists with an opportunity to purchase unique souvenirs directly from local artisans. These markets are a treasure trove of authentic crafts and artworks, supporting local artisans and promoting Kashmiri culture. 

c.      How do you strike a balance between promoting pilgrimage tourism and preserving the sanctity of religious sites? 

Ans: To strike a balance between promoting pilgrimage tourism and preserving the sanctity of religious sites in Kashmir, the following measures are being taken: 

1. Waste Management: Proper waste disposal facilities, regular garbage collection, keeping these sites clean and going environmentally friendly is our top priority and is being keenly followed by the administration. 

2. Regular Maintenance: Regular maintenance and conservation efforts preserve the integrity of the religious sites. 

11.                   Challenges to Tourism in Kashmir: 

a.     What are the main challenges faced by the tourism sector in Kashmir, both from internal and external factors? 

Ans: Challenges faced by the tourism sector in Kashmir:  Challenges faced for promoting sustainable tourism: Promoting green tourism and making Kashmir a carbon negative region is the need of the hour. The government is facing challenges in promoting sustainable tourism. Promoting green practices, sensitizing tourism stakeholders, capacity building workshops for transitioning to sustainable practices, recycling zero polythene use, promoting organic produce, eco-friendly infrastructure development, use of solar powered establishments and vehicles, dispensing of single use plastics, dry and wet waste management, are some of the measures taken by the government for sustainable tourism. 

b.     How does the government address security concerns and ensure the safety of tourists visiting the region? 

Ans: In order to protect the interests of tourists visiting Jammu & Kashmir, the J&K administration has implemented the "J&K Registration of Tourist Trade Act." This special legislation empowers certain officers of the Tourism Department with magisterial powers, including the authority to compound offences related to cheating, overcharging, harassment, pestering, and touting faced by tourists. 

To ensure a safe and pleasant experience for tourists, they are encouraged to reach out to the nearest tourism officer or the Deputy Director of Tourism (Enforcement) with any complaints or problems they may encounter during their visit. These officers are dedicated to resolving issues promptly and efficiently, aiming to enhance the overall tourist experience in the state. There is a dedicated Tourism police force to enhance security for tourists. 

c.      Are there any plans or strategies in place to diversify the tourism offerings to make the region less susceptible to external factors?

Ans: Yes, to make the region less susceptible to external factors, there are plans and strategies in place to diversify the tourism offerings in Kashmir. Private sector investments play a significant role in this endeavour. The administration is actively encouraging and attracting private entrepreneurs to invest in the development of various tourism spots in the region. By diversifying its tourism offerings, Kashmir can appeal to a broader range of tourists, reducing its reliance on specific seasons or niche attractions.

For diversification of our tourism products, apart from popular leisure tourism, Kashmir has various other tourism products to offer catering to every kind of traveller. These offerings include adventure tourism, recently introduced 75 offbeat destinations, new trekking trails and promotion of niche tourism products like culinary tourism, MICE, wildlife and nature tourism. Also, a recent homestays policy has been introduced for promoting homestays in Kashmir. Primary focus is also on heritage tourism, horti tourism e.g. saffron, walnut and apple cultivation.