Talat Parvez, Director Tourism – Kashmir, revealed that Kashmir is aiming to increase domestic footfall in 2013. “We have devised a Sufi Circuit from the Kashmir Valley to increase footfall to the region, and will focus on promoting it this year. This should give our tourism numbers impetus,” he said. He also mentioned the possibility of a tie-up with Ramoji Film City in Hyderabad to encourage Bollywood shoots in the state to highlight the destination further.
He stated that projects worth Rs 111 crores have been sanctioned this year for infrastructure development to serve tourists better. Another Rs 500 crores or more is possible from the private sector if the aid is given. “Each of our tourist spots is a major market, which will need investments. Pahalgam is a Rs 14 crores market, Gulmarg Rs 30 crores, Dal lake Rs 500 crores and so on. Altogether, Jammu and Kashmir is a Rs 2000-2500 crores market and its potential needs to be tapped accordingly. We must encourage visitors, both foreign and domestic to visit this heaven-on-earth,” said Parvez.
Overall, the state received 12 million tourists in 2012. To increase these numbers, J&K plans to add on to its services, especially adventure tourism, said Parvez. According to him, medical tourism is also gaining momentum as a niche product. “To improve and develop accommodation facilities in the state, we are starting franchise models to increase infrastructure investment. The Lalit and Taj are already roped in for the same, as is Khyber. A PPP model may be possible at a later stage if this arrangement is successful,” he concluded.
