From Volume to Value Tourism: CM Omar Calls for Sustainable Tourism Model to Protect J&K’s Future
Says Master Plans, Waste Management, Carrying Capacity, Traffic Regulation and Community Participation Key to Long-Term Growth; Advocates Shift Towards High-Value Tourism
The Jammu and Kashmir Chief Minister Omar Abdullah on Thursday called for a decisive shift from volume-based tourism to value-based tourism in Jammu and Kashmir, stressing that sustainable tourism is the only way to protect the Union Territory’s fragile environment while ensuring long-term economic growth.
Speaking at the Conclave on Sustainable Tourism at SKICC Srinagar, as per news agency JKNS, CM Omar said Jammu and Kashmir must now focus on preserving its natural destinations through proper planning, scientific waste management, traffic regulation, carrying capacity assessment and active participation of local communities.
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Chief Minister said tourism without sustainability would eventually become a “disaster,” warning that uncontrolled tourism could damage the very destinations that attract visitors.
“Tourism without sustainability is an unqualified disaster. If we do not build sustainability into tourism, it may survive for a few years, but it will not sustain in the long run,” Omar said.
Highlighting the need to redefine the tourism model, the Chief Minister said Jammu and Kashmir must decide whether it wants to remain a volume-based destination or move towards value-based tourism.
“We have to decide whether we want to earn one rupee from one hundred tourists or one hundred rupees from one tourist. Sustainable tourism means value tourism,” he said.
Omar said the tourism sector witnessed a sharp recovery this year after suffering heavily following last year’s security incident, which exposed the fragile nature of the tourism economy.
He stressed the need for comprehensive master plans prepared in consultation with local stakeholders instead of being designed only in government offices.
The Chief Minister identified parking shortages, traffic congestion, scientific solid waste management, water conservation, single-use plastic, building regulation and enforcement of master plans as key challenges requiring immediate attention.
He said carrying capacity of tourist destinations must be scientifically assessed to prevent ecological degradation, adding that not every destination should be treated equally.
“Srinagar can absorb far more tourists than smaller destinations like Gurez or Gulmarg. We have to manage visitor numbers according to the carrying capacity of each destination,” he said.
Calling for behavioural change, Omar urged citizens and tourists alike to treat tourist destinations as they would their own homes.
“We must treat Gulmarg, Pahalgam, Sonamarg and Dal Lake as our own homes. Only then will tourism truly become sustainable,” he remarked.
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The Chief Minister also suggested introducing regulatory measures for non-local tourist vehicles in the future, saying such a move could reduce congestion while generating additional revenue.
“This year we wanted people to return after last year’s setback, but going forward we can think of regulating outside tourist vehicles like other hill states do,” he said.
He further advocated promoting premium tourism experiences, saying Jammu and Kashmir should gradually move towards high-value tourism similar to destinations such as Bhutan and Dubai.
“Our strength is our natural beauty. We are not selling amusement parks. Therefore, protecting our environment is essential if we want tourism to survive for generations,” Omar said.
The Chief Minister appreciated the Tourism Department for organising the conclave and expressed hope that the recommendations emerging from the discussions would help shape a long-term sustainable tourism policy for Jammu and Kashmir.
He also appreciated the contribution of private partners, including Make My Trip Foundation, for quietly supporting tourism-related initiatives in the Union Territory without seeking publicity.