Srinagar, July 09: Chief Minister Omar Abdullah on Thursday said Jammu and Kashmir must gradually transition from a volume-driven tourism model to value-based tourism to ensure the sector’s long-term sustainability, asserting that tourism without sustainability is an “unqualified disaster.”
Addressing the Conclave on Sustainable Tourism at Sher-i-Kashmir International Convention Centre, Omar said the Union Territory must decide whether it wants to remain a volume-based destination or evolve into a value-based tourism economy.
“Do we want to earn because we charge 100 tourists one rupee each, or because we charge one tourist 100 rupees? The answer to that question should shape our master plans and tourism policy,” he said.
The Chief Minister said Jammu and Kashmir had relied on volume tourism for decades due to prolonged turmoil, but the time had now come to think beyond tourist footfall and focus on sustainability.
Referring to last year’s security incident, Omar said it exposed the fragility of Kashmir’s tourism ecosystem. “One incident and everything vanished. That is why we must now plan for sustainable tourism,” he said.
He stressed the need for comprehensive planning to address key challenges, including traffic management, parking, waste disposal, water scarcity and unchecked construction at major tourist destinations.
Omar cautioned against implementing policies without consulting stakeholders, saying recent measures such as the odd-even traffic management plan caused inconvenience because they were introduced without adequate consultation.
He also underlined the importance of improving waste management and urged people to treat destinations such as Gulmarg, Pahalgam, Sonamarg and Dal Lake with the same care as their own homes.
Highlighting growing water scarcity and violations of building norms, the Chief Minister said master plans would have little value unless implemented fairly and uniformly. He also advocated framing tourism policies in consultation with local communities and assessing the carrying capacity of individual destinations to prevent environmental degradation.
Emphasising that Jammu and Kashmir’s greatest tourism asset is its natural beauty, Omar said environmental conservation must remain the government’s top priority.
“We are not Las Vegas or Dubai. All we have is our natural beauty, and that is what we must preserve,” he said.
The Chief Minister also suggested exploring an entry fee on non-local tourist vehicles, on the lines of neighbouring hill states, as part of future sustainability measures.
Calling for a gradual shift towards value tourism, Omar said the government must create conditions that enable people to earn while ensuring tourism remains environmentally sustainable.
“We need to move forward with sustainability, planned tourism and policies that reflect our history, culture and future aspirations. That is the only way tourism in Jammu and Kashmir will remain sustainable,” he said. (KNO)
