United Tourism Forum (UTF), which comprises several travel and tourism organisations, has recently submitted to governor’s advisor Khurshid Ahmad Ganai and the tourism department a list of recommendations on how to revive tourism in Kashmir.
The Forum called for immediate implementation of its recommendations, saying tourism took a big hit after the February 14 Pulwama attack and its aftermath.
“The ‘Kashmir Boycott Campaign’ being run relentlessly on social media for quite some time and which was started by a travel agent based in Mumbai needs to be stopped immediately. The department of tourism, along with the stake-holders, needs to use the good offices of the union tourism minister along with other concerned ministries at the Centre,” reads the list of recommendations.
The tourism players have proposed legal action to be taken by the directorate of tourism Kashmir against the “unscrupulous elements that are hell bent on tarnishing the image of the state, besides damaging its economy”.
“This will serve as a deterrent to such kind of people in future,” the document reads and also recommends using media for “overcoming negative image”.
“It has been a long-pending demand of stake-holders that a reputed PR agency be appointed and engaged to counter the negative portrayal of Kashmir tourism, apart from their involvement in promoting and marketing of tourism to our state,” the list said.
It also suggests that local cable operators in different cities be asked to run short promotional videos on Kashmir given their huge local audience.
“Moderate national electronic media houses be invited on FAM tour on the sidelines of opening of ‘tulip garden festival’ will not only help us immensely in portraying Kashmir in a positive manner, it will also help us in confidence building,” reads the recommendations.
The UTF said the government and tourism players must effectively and vigorously publicise the fact that J&K has ‘zero crime rate’ against tourists.
“National-level tourism and travel associations based in cosmopolitan cities must be involved in confidence-building measures amongst their members for marketing and portraying Kashmir as the safest tourist destination in the country,” the recommendations read.
Also, tourists’ experiences and drone short films of various destinations in J&K should be used to promote J&K as a must-visit destination.
It calls for meetings with embassies and high commissions of countries like Malaysia, Thailand and Bangladesh to start with and request them to soften or remove their temporary negative advisories.
Among the associations who have joined hands to work together for reviving Kashmir tourism include Kashmir Chamber of Commerce and Industry, Kashmir Hotel and Restaurant Association, Kashmir Hotel and Restaurant Owners Federation, Travel Agents Association of Kashmir, Travel Agents Society of Kashmir, Tourist Trade Interest Guild, Houseboat Owners Association, Pilgrimage and Leisure Tour Operators Forum and Association of Kashmir Tour Operators.