Reinventing J&K Tourism

A fresh Marketing Perspective can change it all



Jammu & Kashmir is one of the ten special category states of India. The state has witnessed large depressions from last few decades in the form of militancy, strikes, destruction of infrastructure, etcetera with the result affecting both the revenue generation and livelihood of common masses residing here. As per the sources of Planning Commission of India, The account of the state government for 2000-01 closed with a revenue deficit of Rs.961 core showing an increase of 77 per cent over the deficit in the previous year. The fiscal deficit increased from Rs. 1338 core in the year 1999-00 to Rs.1873 core in 2000-01, registering an increase of 40 per cent.
Kashmir is known as the paradise on earth because of its numerous scenic spots and beautiful weather. The other important aspect of tourism potential is the presence of shrines, monasteries, temples and cave temples in the three regions of the state. The tourism sector has immense potential of backward and forward linkages in terms of both income and employment and can contribute significantly to the economy.  The unique climatic condition here makes its tourism sector to remain functional in all seasons of year.
The need for growth of Tourism Industry has pressurized the state government to looking out for new ways of augmenting its revenue income. However, the requirement of development and other expenditure has been so enormous that it has been increasingly difficult to contain the deficit or the debt. Tourism industry is the growing potential sector of state and the need is to get it exposed to the world attractions. The scenic beauty and the snow capped mountains with large potential of adventurous sport, J&K is having one of the most popular ski resort destinations in India, is also home to the world's highest green golf course. Popularly referred to as the valley of flowers, the state’s economic progress is largely dependent on horticulture and floriculture which are globally sold. Jammu & Kashmir is known for growing a wide variety of fruits and flowers
All these benefits need a global marketing of J&Ks Tourism Sector. It should be positioned as a key growth pillar among the minds of global players. The policy of Public- Private Partnership will help in creating excellent markets in the whole globe. There is no further need to create new tourist attractions than to develop its existing ones with advancement in infrastructure, education and research. Effective Marketing planning & execution can happen if the Centre and States share a common vision and strategic action plan in order to promote through the private players as well.
Sectors like Handicrafts, Floriculture, Horticulture, etc have an applicable growth potential as they have excellent international markets outside India. Excellent hotel accommodations, shopping centers, recreational facilities, travel agencies, trade and allied services will help in boosting in both in terms of horizontal and vertical growth.
So, to promote the J&K tourism globally, there must be a collaborative approach of all partners including private and public profiles. Various promotional exhibitions, trade fairs, awareness seminars, etc can be organized and sponsored both within and outside the international boundaries. Efforts should be made to make a sector that will create more hospitality, employment opportunities and revenue generation. Different loyalty programs should be made in order to promote interest of players helping more in the process of growth of J&K tourism. By doing so, it can withstand with the leading global tourist destinations of world like Singapore, Malaysia, UK, Switzerland, etc.

Author is Asst. Professor Marketing, CHM Group of Institutions, Ghaziabad, Delhi.

Lastupdate on : Sat, 17 Nov 2012 21:30:00 Makkah time
Lastupdate on : Sat, 17 Nov 2012 18:30:00 GMT
Lastupdate on : Sun, 18 Nov 2012 00:00:00 IST

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