Need to shift focus from ‘volume’ to ‘value’: Omar on J&K tourism

Country’s top tourism players demanded assurance of security and infrastructure from Jammu and Kashmir Chief Minister Omar Abdullah to boost tourism in the Union Territory after he stressed “value over volume” during 18th CII Annual Tourism Summit 2024 in New Delhi on Wednesday.

While speaking at the event, Omar talked about the tumultuous situation in J&K during past 30-35 years which had impacted the region’s tourism, especially the visit of foreigners drastically. “Travel advisories keep coming up which impacts the inflow of international tourists,” said Omar.

“For us, tourism in Kashmir has been about volume in last few years. It is because volume has allowed us to project a sense of normalcy. At some point, we have to move from ‘volume to value’ as we are not going to sustain these numbers. In the short term, these numbers are going to spike because the train is coming directly to Valley from early next year. Then volumes will rise. At some point, we have to focus on value,” he said.

“Due to the travel advisories, the insurance of tourists becomes void if they travel to Kashmir and that is a no-no for them.” He said his government is working with the Ministry of External Affairs on the issue.

“We urge the MEA to use their good offices to address the problem. I guess in some ways it’s a chicken and egg thing. Local market wants high-end tourists to come… A guy who until now was happy in investing in an Innova vehicle will invest in Mercedes as they see high-end foreign tourists coming. Similarly with the hotels and everything else,” he said.

Several tourism representatives raised questions on insufficient infrastructure for high-end tourism in J&K. They expressed unhappiness about facilities for high-end tourism at world famous ski resort, Gulmarg, where the infrastructure was not up to the mark. They also raised questions on insufficient infrastructure at Pahalgam and other places. Abdullah was also questioned about inadequacies in Srinagar’s Golf Course during the event.