• Says success should be measured by dignity and livelihoods, not visitor numbers.
• Calls for ethical tourism to become the guiding principle in J&K.
• Seeks zero ecological impact in tourism infra,development.
• Pushes for direct links between tourists, local communities through digital platforms
Srinagar: Lieutenant Governor Manoj Sinha on Monday called for a fundamental shift in Jammu and Kashmir’s tourism policy, urging stakeholders to redefine tourism as a responsibility towards nature, culture and society, while asserting that the sector’s success should be measured by the prosperity it brings to local communities rather than visitor numbers alone.
Addressing the Ethical Tourism Conclave organised by the Tourist Trade Interest Guild in Srinagar, Sinha said tourism in the Union Territory must be responsible, sustainable and inclusive, ensuring that economic gains reach boatmen, pony owners, artisans, homestay operators and local youth.
“Tourism must not remain confined to large enterprises. It should empower every stakeholder and ensure hope, dignity and prosperity reach every household,” the Lieutenant Governor said.
Highlighting the transformation of the tourism sector over the past six years, Sinha said Jammu and Kashmir has witnessed record tourist arrivals, increased investments and expanded employment opportunities. However, he cautioned against evaluating the sector’s performance solely through statistics.
“The true success lies not in numbers alone but in ensuring that prosperity reaches local communities and contributes to social inclusion,” he said.
The Lieutenant Governor stressed that responsible tourism should strike a balance between economic growth and environmental conservation. He called for greater protection of forests, lakes and rivers, warning that infrastructure development must not come at the cost of ecological degradation.
Calling eco-friendly tourism a “mass movement”, Sinha urged tourists and industry stakeholders to eliminate single-use plastics, adopt scientific waste management, conserve water and energy, and respect wildlife and fragile ecosyste
He also proposed certification standards for eco-friendly hotels and homestays, skill development programmes for youth, and greater use of digital platforms to connect tourists directly with local communities.
Sinha said tourism would become truly successful only when artisans, small entrepreneurs, women and young people receive fair economic opportunities and dignified livelihoods.
“If local communities and youth combine innovation with sensitivity, technology with culture, and development with environmental conservation, Jammu and Kashmir can emerge as a national model for sustainable tourism,” he said.
Describing ethical tourism as a collective responsibility, the Lieutenant Governor urged all stakeholders to convert deliberations at the conclave into measurable action plans with defined goals, timelines and accountability mechanis
The conclave was attended by senior civil and police officials, academicians, tourism industry representatives and members of the Tourist Trade Interest Guild.
