Valley looks beyond turmoil to attract tourists

Unparalleled natural beauty is back in focus in Kashmir.

Amid heightened tension triggered by the Pulwama attack and the crackdown that followed, the Jammu and Kashmir government has gone into an overdrive to offset the negative perception and promote the Valley as a safe place for tourists.

"The tourist season has started and everything is normal here. The Tulip Garden will also be opened soon. We want to appeal potential tourists from within and outside the country to visit the state and enjoy its natural beauty and rich tradition of unmatched hospitality," said Khurshid Ahmad Ganai, advisor to the Governor.

The tourism department has renewed efforts to restore confidence among visitors. Secretary of Tourism Rigzin Samphel said the department has started outdoor campaigns at Delhi and Mumbai airports, where advertisements on J&K tourism are displayed at regular intervals.

Government data shows nearly 8.5 lakh domestic and foreign tourists visited Kashmir in 2018. The number was 23 per cent less than that 2017 when the Valley received 11 lakh visitors.

The department has started ad campaigns through print and electronic media at regional and national levels. "We will take local stakeholders on board and senior officials will tour potential markets in India and abroad to promote the state's tourism products," he said.

The department will also reach out to leading tour operators in India and abroad. "To show that the Valley is safe for tourists, the department will host a familiarization trip for the media and take them to different tourist locations," Samphel said.