Chief Minister Omar Abdullah on Thursday urged a paradigm shift from volume-driven to value-based tourism in Jammu and Kashmir, emphasizing the need to develop the region as a sustainable tourism destination while regulating visitor flow. Speaking at the inaugural session of the 'Conclave on Sustainable Tourism Planning—Designing Tourism for Tomorrow', organized by the Department of Tourism at SKICC in Srinagar, Abdullah called on policymakers, industry stakeholders, and local communities to adopt a model that safeguards the region's fragile ecology and ensures long-term economic prosperity.
Tourism Without Sustainability Is a Disaster
Abdullah warned that tourism lacking sustainability inevitably leads to long-term decline. 'Tourism without sustainability is an unqualified disaster. It may survive for a few years, but it cannot endure in the long run unless sustainability is built into its very foundation,' he said. He advocated for premium tourism experiences, noting that value-based tourism allows destinations to earn more while reducing environmental stress and improving visitor experiences. 'Value tourism is sustainable tourism. Our responsibility is to create conditions where local people earn better incomes while ensuring that tourism remains environmentally and economically sustainable for generations to come,' he added.
Choosing Quality Over Quantity
The chief minister framed the strategic choice facing Jammu and Kashmir: 'We have to decide whether we wish to earn by charging one hundred tourists one rupee each, or by creating an experience where one tourist is willing to pay one hundred rupees. The answer to that question must shape all our future tourism master plans.' While welcoming the surge in tourist arrivals, Abdullah stressed the need to regulate future flows to protect resorts and ensure visitors enjoy a serene environment, free from traffic jams, poor facilities, and overcrowding.
Scientific Assessment of Carrying Capacity
Abdullah called for a scientific assessment of the carrying capacity of individual tourist destinations, noting that each location has unique ecological sensitivities that must determine visitor management strategies. 'Srinagar may comfortably accommodate far more visitors than ecologically fragile destinations such as Gulmarg or Gurez. We cannot adopt a uniform approach for every destination,' he said. Referring to last year's Pahalgam terror attack, he highlighted the fragility of tourism in Jammu and Kashmir: before the incident, there was traffic congestion due to huge tourist inflow, but after the attack, hotels and destinations became empty. 'This reminds us how fragile tourism can be in Jammu & Kashmir, where a single incident can affect the whole season,' he added.
Solid Waste Management and Community Responsibility
The chief minister also emphasized scientific solid waste management, arguing that environmental degradation cannot simply be attributed to tourists. He cited ongoing waste removal efforts in Dal Lake, noting that a significant portion of waste originates from local habitations, making community participation equally important. He stressed the need to eliminate single-use plastic and promote responsible civic behavior. 'The government has a responsibility to manage waste, but citizens too have an equal responsibility. Unless we begin treating Gulmarg, Pahalgam, Sonamarg and Dal Lake as we treat our own homes, sustainability will remain elusive,' he said.
