Shreya Shimpi
How has the business performance fared recently?
If we compare the pre-Covid and the post-Covid situation, there has been a paradigm shift. We have seen a multi-fold increase in the tourist footfall in J&K. In 2022, around two crore tourists visited J&K. In 2023, the footfall was over two crores. There has been a three hundred per cent increase in foreign arrivals year after year. About 50,000 foreign tourists visited J&K in 2023.
What are the new policies launched by the Government to boost tourism?
The Government has launched new initiatives and identified some focus points for promoting our destination. We have identified 300 new sites which include 75 adventure sites, 75 Pilgrimage sites, 75 off-beat destinations and 75 trekking routes encompassing all the sectors. People are keen on exploring these lesser-known destinations as they are relatively unexplored and there is less chaos. For Leisure tourism and Wellness tourism, tourists like to experience peace and tranquillity. We have come up with ‘Mantalai Wellness Yoga Centre’. It is one of our biggest and most ambitious projects.
We are working on the homestay policy which is new to J&K. The idea behind the Homestay policy is to give foreign tourists a chance to experience our culture and cuisine in a homely atmosphere. It is also a medium of cultural exchange between the tourists and the host. Our focus is on increasing the bed capacity to cater to a larger number of tourists. J&K is an adventure hub. We have several winter activities such as skiing, snowman-making competitions, cable car rides etc. Tourists come here in large numbers to enjoy all these activities. Along with FAM trips, we have organised various promotional events for which we invited bloggers from all across the country.
What developments are underway regarding film shooting in Jammu and Kashmir?
Post-Covid, the film fraternity has rekindled its love for J&K. Various web series and films were shot here. In 2023, over 350 crew permissions have been granted for shooting in all other areas. Jammu Kashmir has enormous potential. We strive towards un-tapping it in the best possible way.
What is the projected vision for 2024?
Our vision is to promote the lesser-known destinations. There are 37 destinations in Jammu, while the rest are in Kashmir. Our main goal is to upscale Jammu and Kashmir in such a way that it becomes the most sought-after tourist destination.
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