Pause for a minute. There is a never-dying clamour in Jammu and Kashmir that the world is not paying the attention that this State deserves. This is a paradox as well. We want the world to pay attention for one obvious reason – the State is a theatre of extreme conflict wherein numerous human rights abuses are committed and the global leadership pays lip service and does nothing more to show that adequate attention is being paid to our plight. Today, the subject matter of this column is different, though what is happening on the ground never recedes from the visible reality. Our another grouse against the world is that despite Kashmir having unmatched beauty, legendary hospitality is subjugated to the adverse travel advisories by many western countries. I am not going to play out the contradictions that these two sets of aspirations for attention make it too visible. But my point is that Kashmir deserves better attention of the world to brand Kashmir as a tourist destinations.
Over the decades, the government has spent billions of rupees in promoting tourism in Jammu and Kashmir – the campaigns are launched in various countries and we never forget to tell the ambassadors to encourage their countrymen to visit Kashmir. This right has been given to Kashmir by nature – the Valley is blessed with the beauty that no parallel in any other part of the world, and the hospitality is remarkably very high. There is no competitor in the inherent culture of hospitality that the people in Kashmir have. Even in their worst times they have come with their best for the tourists. At times, they have acted and saved tourist, more than their kin could have done back home for them.
We, as people are the best in our hospitality. Now there are certain things that need immediate attention of our own. How many rest rooms are there on way to our tourist resorts, or for that matter within Srinagar city itself where visiting tourists can avail these facilities. This is important as foreigners don’t go behind the bushes, and for ladies, the things are much more difficult.
Where should they go? This is the question that we should be asking ourselves. We should also be asking even if these facilities are available at some places, do we really care to keep them neat and clean. The answers are in negative.
Tourists also take note of other things. The heritage structures and buildings have been marred by neglect. Post 2014, there is a readymade answer with us that the floods devastated everything. That, we all know is not true. There never was any attempt to preserve the heritage that was so painstakingly bequeathed to us by our elders who had so painstakingly built the same. They knew what it meant and had preserved as a source of inspiration for new generations. Many visitors aware of our history and heritage stop short of asking us, what have you done to your heritage. This is not a political question. The human survival is important in the times of distress but equally important is to save our heritage from stress of decay. This decay is not only due to the times we have undergone or are undergoing, but also due to the greed and corruption entrenched in our minds. We have played with our heritage.
The world has taken note of it, and that’s why it is turning back toward us.