Says J&K must shift from volume to value tourism for sustainable future
Srinagar, Jul 09: Calling tourism without sustainability an “unqualified disaster”, Chief Minister Omar Abdullah on Thursday said Jammu and Kashmir must gradually transform from a volume-driven tourism model to a value-based tourism economy.
Addressing the inaugural session of the Conclave on Sustainable Tourism Planning at the Sher-i-Kashmir International Convention Centre (SKICC) here, Omar, as per the news agency—Kashmir News Observer (KNO) said, “The future of the sector depends on planned development, environmental protection and meaningful participation of local communities.”
CM Omar said that Jammu and Kashmir has reached a stage where it must decide whether it wants to continue pursuing high tourist numbers or focus on generating greater value through sustainable tourism. “If we do not build sustainability into tourism, it may survive for a few years, but it will not survive in the long run. Tourism without sustainability is an unqualified disaster,” he said.
The Chief Minister said the answer to whether Jammu and Kashmir should remain a volume-based destination or become a value-based one should shape every tourism policy and master plan in the future.
“Do we want to earn because we charge 100 tourists one rupee each, or because we charge one tourist 100 rupees? If we answer that question honestly and prepare our Master Plans accordingly, the objective of sustainable tourism will be achieved,” he said.
CM Omar said Jammu and Kashmir remained dependent on volume tourism largely because of three decades of conflict, during which the region struggled to attract visitors and sought to project itself as a normal tourist destination through higher footfall.
“For nearly 30 to 35 years, Kashmir was known more for turmoil than its beauty. Under those circumstances, attracting large numbers of tourists became important. But now the time has come to move beyond numbers,” he said.
Referring to last year’s security incident, Omar said it once again exposed the vulnerability of Kashmir’s tourism ecosystem.
“One incident and everything vanished. In March we were complaining about traffic jams, and in April there was hardly anyone. That reminded us how fragile tourism can be,” he said, adding that the renewed tourism momentum should now be used to build a more resilient and sustainable sector.
The Chief Minister said tourism planning must focus on practical issues such as traffic regulation, parking infrastructure, waste management, water availability and scientific urban planning at tourist destinations.
He said most tourist spots suffer from severe traffic congestion because of inadequate parking infrastructure and poor traffic management.
Highlighting the recent controversy over the odd-even traffic management experiment at one of the tourist destinations, Omar said policies imposed without consultation often create more problems than they solve.
“The intention may have been good, but the plan was introduced without discussing it with stakeholders. Tourists who had already booked taxis and transport services faced unnecessary inconvenience. Sustainable tourism requires sustainable planning, not temporary measures that are withdrawn within days,” he said.
Omar stressed that tourism management should be based on long-term planning rather than ad hoc decisions.
He also laid emphasis on scientific solid waste management, saying waste generation is not solely linked to tourist arrivals.
“A destination generates waste because people live there as well. Sustainable waste management has to account for both tourists and local residents,” he said.
The Chief Minister also called for reducing single-use plastic and said environmental conservation requires a change in public behaviour as much as government intervention.
“We have to treat Gulmarg, Pahalgam, Sonamarg and Dal Lake the same way we treat our own homes. Unless that mindset develops, sustainability will remain difficult to achieve,” he said.
Expressing concern over growing water scarcity, CM Omar said sustainable tourism cannot exist without proper water management.
“Water is becoming an increasingly scarce resource. Across destinations, water supply is emerging as a serious challenge. Tourism planning must include sustainable water management,” he said.
He also expressed concern over widespread violations of building regulations and said master plans lose credibility if they are not implemented uniformly. “A master plan is only as good as its enforcement. If we cannot enforce it fairly, then it is better not to have one. Selective enforcement only creates resentment among local communities,” he said.
The Chief Minister said master plans should not remain theoretical exercises prepared in offices but must be framed after extensive consultations with local stakeholders who have lived in these destinations for generations.
“We have to carry local communities with us. Tourism policies cannot succeed without their participation and confidence,” he added.
Calling for carrying capacity-based tourism planning, Omar said not all tourist destinations have the same ecological sensitivity.
“Our destinations must continue earning from tourism without suffering because of tourism,” he said.
Describing Jammu and Kashmir’s natural landscape as its greatest tourism asset, Omar said environmental conservation must remain central to all future tourism policies.
“We are not Disneyland. We are not Universal Studios. We are not Las Vegas or Dubai. All we have is our natural beauty, and that is exactly what we must preserve,” he said.
Advocating value tourism over mass tourism, Omar cited countries and destinations such as Bhutan, Dubai and the Maldives, saying they have gradually shifted towards high-value tourism instead of relying only on visitor numbers.
He said the government’s responsibility is to create infrastructure and conditions that allow people to earn better from tourism while protecting the environment. (KNO)
