Tourism Management

The government has taken yet another welcome step as part of its efforts to boost off-beat tourist destinations and promote the handicrafts sector in Jammu and Kashmir. In this regard, Chief Secretary Atal Dulloo on Tuesday chaired a meeting with the World Bank team and officials of the tourism and handicrafts departments. The focus on off-beat destinations highlights an important aspect of tourism management: sustainability. Many popular tourist destinations such as Gulmarg and Pahalgam are facing environmental degradation due to over-tourism. By developing new, lesser-known locations, the UT administration aims to alleviate pressure on these traditional spots, thereby preserving their natural and cultural integrity. Dulloo’s request for World Bank assistance in creating tourism promotion plans for these off-beat destinations signals a forward-thinking approach. The roadmap for sustainable tourism, considering both ecological and environmental factors, is essential to balance tourism growth with conservation efforts. This approach not only safeguards the environment but also offers a richer, more diverse experience to visitors. For J&K, which is well-known globally for its natural beauty and hospitality, the expansion of tourism beyond its well-trodden paths could also encourage economic diversification and create jobs in remote areas. The involvement of the World Bank adds a strategic dimension, as the institution can offer both financial and technical expertise. Their global experience in promoting sustainable tourism can help J&K align its development projects with international standards, ensuring the longevity and viability of these new destinations. Another key aspect of the session was the promotion of J&K’s handicrafts sector, which has historically been a hallmark of the region’s cultural identity. The presentation by Mehmood Shah, Director of Handicrafts and Handloom Kashmir, highlighted the pressing need to modernize and enhance the sector to fully exploit its economic potential. The proposal to develop an e-commerce platform is particularly significant, as it addresses the changing dynamics of global trade and consumer behavior. In an increasingly digital world, the ability to market and sell genuine handicrafts online opens new avenues for artisans to reach global markets. Such a platform would not only ensure the authenticity of the products but also protect the livelihoods of the artisans by eliminating intermediaries. In addition to the e-commerce initiative, the discussion on handicraft clusters, branding, and marketing underscores the importance of a cohesive strategy for the sector. Clusters would enable artisans to share resources, reduce costs, and improve product quality, while a robust branding and marketing campaign could help J&K’s handicrafts stand out in an increasingly competitive market. The Bank’s input on the selection criteria for new tourism destinations, as well as its support in the implementation phase, can help J&K avoid the pitfalls of unchecked tourism expansion. In the handicrafts sector, the World Bank’s experience in supporting local industries and integrating them into global markets could provide invaluable insights into modernizing J&K’s handicrafts without compromising their authenticity. The combination of strategic marketing, cluster development and digital platforms would likely increase both the visibility and profitability of these crafts.