J&K CM calls for shift from volume-driven to value-based tourism
Jammu, Jul 9: Chief Minister Omar Abdullah on Thursday called for a fundamental shift in Jammu and Kashmir tourism policy, advocating a transition from volume-driven tourism to a sustainable, value-based model that protects the region’s fragile ecology while ensuring long-term economic growth.
Addressing the inaugural session of the Conclave on Sustainable Tourism Planning—Designing Tourism for Tomorrow, organised by the Department of Tourism at SKICC, the Chief Minister said sustainable tourism is no longer a choice but an imperative for preserving Jammu and Kashmir’s environment and securing the future of one of its most vital economic sectors.
He urged policymakers, industry stakeholders and local communities to move beyond volume-driven tourism towards a value-based and sustainable tourism model that safeguards the region’s fragile ecology while ensuring long-term economic prosperity.
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 were present on the occasion.
“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.
He said the conclave had been organised at a crucial juncture when Jammu and Kashmir was reassessing its tourism vision and determining whether its future lay in attracting ever-growing visitor numbers or creating greater value from a more sustainable tourism economy.
“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,” the Chief Minister remarked.
He said he welcomed surge in number of tourists visiting J&K but for future the tourist flow may need to be regulated so that not only the tourist resorts are protected but the tourists also enjoy in serene environment rather than having to go through harrowing experience of traffic jams, poor facilities and over-crowding at these tourist spots.
Reflecting on Jammu and Kashmir tourism journey over the past three decades, Omar Abdullah observed that the region had understandably pursued a volume-based approach to demonstrate normalcy after years of conflict.
However, he said the recent fluctuations in tourist arrivals had once again exposed the vulnerability of the tourism ecosystem.
The Chief Minister underlined that sustainable tourism planning must comprehensively address critical issues including traffic regulation, parking infrastructure, waste management, water conservation, building regulations, carrying capacity and community participation.
Expressing concern over recurring traffic congestion at popular destinations, he said infrastructure creation alone would not solve the problem unless accompanied by effective utilisation and scientific traffic management.
He cautioned against introducing unplanned regulatory measures without adequate stakeholder consultation, citing recent experiences where traffic management decisions adversely affected tourists and transport operators. (Agencies)
