In the seventeenth century, Amir Khusrow said that if paradise is anywhere on the earth, it is here (the kashmir valley), while living in a houseboat on Dal lake, “Gar firdaus, ruhe zamin ast, hamin asto, hamin asto, hamin ast”, which translates to “if there is ever a heaven on earth, it’s here, it’s here, it’s here”. Hospitality is the relationship between guest and host, or the act or practice of being hospitable. Recently a short film made by tourism Department of Kashmir is winning hearts of both Kashmiris and tourists from other countries. A short film to revive tourism in Jammu and Kashmir is touching hearts and making waves on the internet. Within 72 hours, the film warmest place on earth had clocked over five million views on social media. The five-minute-long video is aimed at changing the perception that Kashmir valley is unsafe for tourists. It showcases Kashmiri hospitality and how every person in the valley welcomes tourists. Unrest in Kashmir caused dip in tourist arrivals by over 55 percent with only 4, 03,442 tourists visiting Kashmir during 2016, now flow of tourists is increasing than the flow of 2016.
Zero crimes were committed against foreigners in Kashmir as per NCRB report.
According to the National Crime Records Bureau (NCRB) annual data for all crimes documented in 2016, the state recorded no crime against foreigners in 2016 and 2015. “Jammu and Kashmir is the oldest tourism destination in the world. Our tourism is 500 years old and our houseboats and Shikaras are 150 years old. The data for crimes committed against foreigners and by foreigners has been categorized under States and various crime heads.
To promote sustainable tourism and encourage the conservation and preservation of unique natural and cultural heritage of Jammu, Kashmir and Ladakh, encourage Tourism Research and development in regional universities of the state.
Although the data shows that crime against foreigners has reduced in the past three years, Delhi has shown little change in the category. According to report, 382 crimes were committed against foreigners in India, According to the data, 154 foreigners were subjected to crime in Delhi last year as compared to 147 in 2015 and 164 in 2014.Tourism is an instrument of economic regeneration and stability, hence, if properly harnessed, it has the capacity to create wealth, empower the people and generate employment opportunities. The sector has been the economy’s mainstay of many countries worldwide. Rest from the famous tourist places in Kashmir there are lot are thousands of tourist destinations.
By the impact of tourism it helps the state a lot as tourism creates employment for people of the country, It promotes cultural awareness and also helps to preserve local culture and traditions, Money gained from tourism can be used to develop the infrastructure and services e.g. new roads and airports, In LEDCs (Less Economically Developed Country) money can be invested on developing education, clean water and sanitation, the foreign money can become aid to local people and natural attractions can be protected using income from tourism. It generates foreign exchange, it creates new job and employment opportunities, It stimulates trade, income and entrepreneurship – especially in small business sectors, The provision of new infrastructure which is available for non-tourism uses, It increases regional development – particularly in isolated areas and It generates greater collection of taxes and revenues.
My message here is Tourism department and Ministry of tourism must make various videos about the hospitality of Kashmiri people to tourists and they must advertise the Kashmiri tourist destinations on social media. To develop potential new and emerging markets through targeted marketing strategies based on tourist profile. To promote sustainable tourism and encourage the conservation and preservation of unique natural and cultural heritage of Jammu, Kashmir and Ladakh, encourage Tourism Research and development in regional universities of the state. “Every kashmiri has been taught hospitality, humanity and safeguarding the rights of guests.”
(The author is a freelancer. His views are personal)
