The declaration of 2011 as Adventure Tourism Year for Jammu & Kashmir by the government has evoked a mixed feeling. There is a viewpoint that showcasing the state as an adventure tourism destination will attract a particular segment of potential tourists, which will enhance the overall tourism to the state. There is another viewpoint which sees an excessive focus on adventure tourism a little too ambitious in the current circumstances, and would, instead, like us to focus on show casing the state as a classical ‘dream holiday destination’. The latter viewpoint has merits. The state has suffered from an image deficit since a long time, and the imperative of showcasing the state as a secure, safe and unique destination with innumerable relative merits cannot be overlooked. What is also important is that in this marketing plan, the state is projected as a whole in the government sponsored campaigns, and not be guided by political considerations, which tend to promote a particular brand at the cost of the other brand. In that direction, the latest advertising campaign launched under the “Incredible India” marketing blitz showcasing Jammu & Kashmir as a tourist destination on the leading satellite TV channels is a case in point. In spite of having incurred considerable cost, this particular advertising campaign seems not to capture the uniqueness of the state as it is. In a nutshell, the advertisement could have been better conceptualized, showcasing the diverse marvels of the state, and attract potential tourists.
Now that adventure tourism is going to be our buzzword, we need to be careful of certain things. Our Ladakh region certainly fits the bill when it comes to the menu of adventure tourism. Since it is mostly the foreign tourists who prefer to visit Ladakh, it can certainly attract a greater number of tourists, courtesy its adventure products. Jammu’s unexplored areas – mostly hidden in the hinterlands of Kishtwar, Bhaderwah, Marwah Valley, etc. - have great adventure tourism potential too. These unexplored areas must figure on our tourism map now. When it comes to Kashmir region, an overwhelming majority of the visiting tourists these days are family holidayers, out of whom the segment seeking adventure tourism these days is low. Keeping that in view it is essential for the Kashmir region to continue with efforts presenting Kashmir as the dream holiday destination as it has remained for holiday lovers since a long time. Towards that it is important that we diversify our tourism products. Gulmarg, Pahalgam and Sonamarg tend to become too crowded in the summers. Governments in New Delhi and Srinagar need to seriously create security and infrastructure conditions that could make holidaying in other marvelous destinations like Doodh Pathri, Bangus Valley, Yusmarg, Gurez, and so on, possible. It is a pity that we haven’t been able to create minimum decent infrastructural facilities like roads, hotels, etcetera in these places. When it comes to adventure tourism, Kashmir valley needs to be showcased strongly for one of its greatest strengths – heli-skiing. We have hundreds of mountain locations beyond Gulmarg in the Pirpanjal and Himalayan mountain ranges which could attract thousands of adventure tourists in winter months to explore what remains hitherto unexplored. Similarly, mountaineering in the region’s mountains and adventure water sports on Kashmir’s diverse streams also need special attention.
Some time back although the Tourism Department did organize ‘Snow Festival’ at Pahalgam by hosting a series of adventure sports, including mountain cycle race and sledge ride, yet a lot more needs to be done. Similarly
fishing in Kashmir’s streams could be a wonderful adventure activity to attract tourists as well. Pertinently J&K recently received approval from the Government of India (GoI) for opening 104-odd peaks in the state for expeditions this year. These peaks mostly fall in the Ladakh region. Although this step is bound to promote adventure tourism further, many hiccups remain. Countless mountain peaks and alpine mountain locations of Kashmir continue to remain out of bounds due to their classification as ‘sensitive military areas’. Government needs to create conditions for such hurdles to go.
http://www.greaterkashmir.com/news/2011/Feb/12/adventure-tourism-year-6.asp
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