Jammu: Chief Secretary, Atal Dulloo, Monday chaired a high-level meeting to review and strengthen the implementation of the Homestay Policy of the Tourism Department, aimed at promoting community-based tourism and enhancing the accommodation capacity across Jammu and Kashmir. The meeting was attended by Additional Chief Secretary, Tourism, Dr. Ashish Chandra Verma; Principal Secretary, Finance, Santosh D. Vaidya; representatives from J&K Bank; and other senior officers of the Tourism Department.
During the discussions Chief Secretary highlighted the critical role of digital platforms in enhancing the visibility and reach of homestays in Jammu and Kashmir (J&K). He instructed the Department to bolster its social media presence and develop a dedicated online portal for homestays, which would enable real-time bookings, provide comprehensive information on amenities, and allow for public feedback and ratings. The Chief Secretary also emphasized the necessity of financial support for homestay entrepreneurs, urging J&K Bank to create a specialized loan product for homestay owners, similar to housing loans, with competitive interest rates. Additionally, he directed the Tourism Department to revise existing guidelines to align with the Government of India’s Homestay Policy, ensuring the establishment of a transparent and credible grading system for registered homestays. The Additional Chief Secretary for Tourism reported that approximately 2,500 homestays, offering over 18,500 rooms, have been registered with the Department. He noted ongoing initiatives aimed at enhancing the homestay ecosystem, including simplified registration processes, user-friendly guidelines, and improved marketing support to position homestays as a vital aspect of J&K’s tourism experience. Principal Secretary of Finance, Santosh D. Vaidya, proposed the integration of QR code-based payment options and visual content, such as photos and videos, on the booking portal to create a seamless customer experience from browsing to payment. He stressed the importance of streamlined documentation, effective verification processes, and a transparent digital framework to ensure the success of the homestay policy and its sustainable impact on the local tourism economy. The Chief Secretary commended the Department’s initiatives and called for timely implementation of the proposed measures, asserting that promoting homestays would diversify J&K’s accommodation options, empower local communities, create employment opportunities, and enhance the rural tourism value chain throughout the Union Territory.
