As Jammu and Kashmir prepares for the Amarnath Yatra, Chief Minister Omar Abdullah has highlighted the tourism sector’s severe downturn, with visitor numbers plummeting this summer. While a peaceful pilgrimage is crucial, the government must look beyond the Yatra to revive J&K’s tourism economy, vital for countless livelihoods. Promoting local tourism through tourism festivals and free educational tours for students could spark a vibrant revival.
J&K’s unparalleled landscapes, rich culture, and warm hospitality hold immense tourism potential. Yet, security concerns, negative perceptions, and declining visitors have dulled its charm. Organizing tourism festivals in destinations like Srinagar, Gulmarg, Pahalgam, and Sonamarg could change this. These events, showcasing local crafts, cuisine, music, and adventure activities, would attract domestic tourists and locals alike. By collaborating with artisans and businesses, the government can ensure economic benefits reach the grassroots, while fostering pride in J&K’s identity.
Equally impactful would be mandating free educational tours for students to J&K’s iconic sites—Dal Lake, Mughal gardens, Shankaracharya Temple, or Martand Sun Temple. These are living classrooms that can inspire youth to connect with their heritage and share J&K’s story globally. Government schools should lead, while private schools, charging hefty fees, must offer free study tours to promote equity. Such initiatives would stimulate local economies and rebuild confidence in J&K as a safe destination.
A “Discover J&K” campaign could tie festivals and student tours into a narrative of renewal, with incentives like discounted homestays to boost intra-state tourism year-round. The ongoing ceasefire along the LoC, as noted by the Chief Minister, provides an opportunity. Alongside damage assessments and compensation, the government must invest in bold strategies to restore J&K’s tourism glory. Tourism festivals and free student tours are not just ideas—they are calls to action for a resilient, vibrant Jammu and Kashmir. A touch of “rawnaq” (sparkle) could ignite a new beginning, making the Valley bustle again for all travelers.
