Tourism decline in Kangra raises concerns

Despite Kangra’s designation as the tourism capital of Himachal Pradesh, tourism in the region has struggled to recover post-pandemic. The tourism sector, which supports around 50,000 jobs in the district, is seeing diminishing footfall due to multiple factors, including poor connectivity, competition from neighbouring states and an inadequate promotional strategy. Tourism stakeholders are concerned that these issues could have lasting negative impacts on the local economy unless addressed promptly.

Before the Covid-19 pandemic struck in 2019, Kangra’s tourism industry was thriving. However, the crisis significantly impacted global travel patterns, and the region’s tourism has not rebounded to previous levels. A key factor is the decline in international tourist arrivals, who typically contributed to Kangra’s economy. Additionally, recent infrastructure development in Uttarakhand and Jammu and Kashmir has attracted more domestic tourists to these neighbouring states, diverting potential visitors away from Himachal.

According to Ashwani Bamba, president of the Hotel and Restaurant Association of Kangra, Uttarakhand received approximately eight crore tourists by mid-2024, primarily drawn by the Char Dham Yatra, a popular religious circuit. Jammu and Kashmir also saw high tourist numbers, recording about 1.08 crore visitors. In contrast, Himachal Pradesh attracted only about 1.08 lakh tourists during the same period, ranking it third among northern states for tourism. Stakeholders in Kangra argue that the Char Dham Yatra has bolstered Uttarakhand’s religious tourism sector, which Himachal has been unable to replicate despite its own significant religious sites.

Kangra is home to several temples of national and international importance, such as Jawalaji, Brajeshwari Devi and Chamunda Devi, as well as the ancient Shiva temple in Baijnath. However, these sites have not been effectively marketed as religious tourism destinations. While they do attract visitors during major religious festivals, the flow of tourists is limited and sporadic. Stakeholders believe that developing and promoting dedicated tourism circuits, similar to Uttarakhand’s Char Dham, could attract a steady influx of domestic pilgrims to Kangra’s temples.

Another area where Kangra has untapped potential is Buddhist tourism. The region is home to the Dalai Lama, a global icon of Buddhism, which could be a major draw for Buddhist pilgrims from Southeast Asia. However, the state government has yet to capitalize on this opportunity, and stakeholders feel that a targeted strategy could bring more Buddhist tourists to the region.

In contrast, Jammu and Kashmir have implemented aggressive marketing campaigns to attract both domestic and international tourists, while Kangra’s efforts remain limited. During the monsoon season, the Himachal government issues safety warnings about localised landslides and road closures, which further discourages tourists. Meanwhile, the tourism department in Himachal reportedly lacks the necessary budget for comprehensive promotional activities.

The region’s infrastructure challenges have also exacerbated the situation. The state of the roads leading to Kangra has become a major obstacle for travelers. The National Highways Authority of India (NHAI) is working on widening the Pathankot-Mandi and Kangra-Ranital roads, but these projects are still under construction, making travel difficult and time-consuming. Additionally, the narrow-gauge railway from Pathankot to Jogindernagar has been out of service since flash floods in August 2023 damaged the railway bridge over the Chaki River.

Air connectivity remains limited as well. The Gaggal airport, Kangra’s main airstrip, can only accommodate small, 70-seater aircraft due to its short runway, and the high airfare between Delhi and Dharamsala deters many potential visitors. Recently, the state government initiated plans to expand Gaggal airport, which local tourism stakeholders view as a promising step toward reviving tourism. They hope the expansion will be completed soon, as it could significantly improve access to the region and attract more visitors.

In summary, Kangra’s tourism industry faces several challenges, including poor infrastructure, limited promotional efforts and competition from neighbouring states with better connectivity and more aggressive marketing. Tourism stakeholders are hopeful that the Gaggal airport expansion and increased efforts to market Kangra’s religious and Buddhist sites could help the region regain its footing in the tourism sector. However, they emphasise that a comprehensive approach is needed to restore Kangra’s appeal to both domestic and international visitors.

Struggling to recover post-pandemic

• Poor connectivity (road and air)
• Competition from neighbouring states (Uttarakhand, Jammu and Kashmir)
• Inadequate promotional strategy
• Limited international tourist arrivals

Consequences

• Diminishing footfall
• Economic impact on 50,000 jobs
• Ranking third among northern states for tourism

Solution

• Develop and promote dedicated tourism circuits (religious, Buddhist)
• Enhance infrastructure (Gaggal airport expansion)
• Aggressive marketing campaigns
• Improve road connectivity