Suhail Khan
Srinagar, Dec 13 : Chief Minister Omar Abdullah has called for a unified and collaborative effort to position Jammu and Kashmir as the world’s premier tourism destination.
Speaking at a gathering in the famed resort of Gulmarg, the Chief Minister as per Kashmir Convener outlined a clear benchmark for success. “Our achievement will not be measured by a single tourist visit, but by the choice of visitors to return to us again and again,” he stated, as reported by Kashmir Convener.
Emphasizing the vital role of hospitality, Abdullah insisted, “Our conduct toward every visitor must be impeccable. We cannot afford any lapse that would give them reason not to come back.”
He articulated the ultimate goal: “Our endeavor must be that at the end of each season, every tourist says, ‘Beyond Kashmir, I have no desire to go anywhere else. I see no other place in the world I wish to visit—I will only holiday in Kashmir.’ Only then can the Jammu and Kashmir Government, the Tourism Department, and every stakeholder consider their mission accomplished.”
Striking an optimistic note on the Kashmir’s recovery, the Chief Minister said, “The days are not far when the smiles that were commonplace before the Pahalgam terror attack—when tourists thronged here in vast numbers—will return. By the grace of Almighty Allah, conditions will soon improve. Tourists will flock back to the Kashmir Valley, our businesses will prosper, and a favorable atmosphere will be restored.”
He assured that all necessary steps would be taken to develop infrastructure and enhance tourist facilities in Gulmarg and other destinations.
The Chief Minister also welcomed the Adventure Tour Operators Association of India (ATOAI), stating that Jammu and Kashmir will host its convention from December 17 to 20. He expressed hope that the event would benefit all stakeholders, including local communities, tour operators, and the broader tourism industry.
Reflecting on the past year, Omar Abdullah acknowledged it had been exceptionally difficult for the region, with setbacks and troubling incidents occurring almost monthly. “At times it felt as if we were being repeatedly hit from one side or another,” he added.
He noted that even hopes for a respite during winter were dampened by an unusually dry season, which further affected tourism and related livelihoods.
The Chief Minister appealed to the public to pray for snowfall to revive winter tourism, but stressed it should be “within bearable limits.” Recalling previous weather extremes, he said excessive rainfall earlier in the year had created unmanageable problems.
“This time as well, we will pray for snowfall, but only to the extent required,” he said. “About five to six feet of snow in higher reaches would be sufficient to attract tourists and bring life back to the tourism sector.”
Omar Abdullah expressed confidence that tourists would return, earnings would rise, and harmony would be restored in Jammu and Kashmir. “I firmly believe that day is not far away,” he said, “and until that time, efforts by the government will continue without pause.”
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