Notwithstanding the claims of the PDP-BJP coalition government that “Kashmir is the warmest place on the earth,” J&K has failed to win accolades at the National Tourism Awards, 2015-16 despite its scenic beauty and hospitality.
The National Tourism Awards were presented by President Ram Nath Kovind to various segments of the travel, tourism and hospitality industry at a function organised by the Ministry of Tourism on the occasion of World Tourism Day in New Delhi today.
Barring a joint award in the category of ‘Best Airport’ clinched by Srinagar International Airport, no other award was given to J&K. The Union Tourism Ministry presents the awards to various segments of the travel, tourism and hospitality industry annually. These are presented to state governments/Union Territories, classified hotels, heritage hotels, approved travel agents, tour operators, tourist transport operators, individuals and other private organisations in recognition of their performance in their respective fields.
“This is happening due to non-involvement of trained tourism professionals, both in policy-making and marketing of tourist destinations. In spite of the fact that state universities are offering programmes in tourism management, there is no absorption of trained professional in the state tourism,” said Mahesh Koul, who is a consultant with J&K Institute of Management Public Administration.
On September 26, the state Tourism Department released an advertisement titled “Warmest Place On Earth” with an aim to change the wrong perception about Kashmir. The government had been making appeal to all stakeholders of the tourism industry in the state to join their hands and help in clearing the negative perception about Jammu & Kashmir in some sections of the national media to revive the industry.
Inderjeet Khajuria, chairman of Jammu Paryatan Vikas Mandal, said the tourism industry had suffered badly during the past four years as the tourist footfall had dwindled significantly.
“We are left with only Vaishno Devi pilgrimage which too has witnessed a downfall during the past four years. The state government as well as authorities concerned lack a professional approach to revive the tourism industry in the state. Jammu has been paying the price of negative portrayal of J&K in the outside world. Jammu needs to be declared a ‘peace zone.’ There is a need to change the perception about any violence or trouble in Jammu which is located about 300 km away from the Kashmir valley,” Khajuria said.
Vaibhav Sharma, co-founder of Travellers Dost and Himalayas 360, said they were disappointed that barring one, no award was given to J&K at the national-level. “The need of the hour is that the state government should involve all stakeholders in building trust that J&K is a safe tourist destination. Besides, it must promote trained tourism professionals to yield good results,” he said.
‘Warmest place on earth’
On September 26, the state Tourism Department released an advertisement titled “Warmest Place On Earth” with an aim to change the wrong perception about Kashmir. The government had been making appeal to all stakeholders of the tourism industry in the state to join their hands and help in clearing the negative perception about J&K in some sections of the national media to revive the industry.
J&K gets cold response at tourism awards
