Anzar Fayaz
The future for offbeat tourism in the Valley lies in connectivity. While the physical connectivity through roads is important, it must be augmented by digital connectivity to ensure that the visitor not only has information about one destination but understands the connect between multiple districts.
While Kashmir’s tourism potential has often been narrated as a set of familiar destinations, a little-known offbeat tourist circuit comprising four districts – Anantnag, Kulgam, Pulwama and Shopian, has the potential to evolve as a unique alternative for those seeking to experience the Valley and its people.
Not only do Anantnag, Kulgam, Pulwama and Shopian present a range of unique possibilities from heritage sites to mountain trails and village life, but also because of the connect between the four can be leveraged to take the visitor across the Valley.
The narrative could start from either of the four destinations and the tour can be completed, with a few days in each district, before returning to the point of origin. Anantnag can be taken as the starting point since the district has a number of tourism assets – from gardens, springs and rivers to ancient ruins and proximity to popular mountain destinations.
Anantnag offers a slice of Kashmir and can be used to provide an overview of south Kashmir. Within Anantnag itself, the visitor can explore places like Achabal, Kokernag, Verinag, etc., with their springs and gardens. With a range of opportunities from nature to culture, the visitor can also choose to extend their stay and explore beyond the popular destinations.
The journey from Anantnag can be continued by connecting to Kulgam. Kulgam provides a sense of green Kashmir with its rivers, fields and villages. It also provides a unique connect to the mountainous reaches of south Kashmir. In contrast to the busy roads and traffic around the Valley, Kulgam offers the opportunity to unwind in the midst of village life and be surrounded by green fields and rivers. Another aspect which makes Kulgam special is its proximity to nature – which connects the visitor to the mountains.
In this sense, Anantnag and Kulgam can become connected not only by geography but also in terms of leisure and culture.
From Kulgam, the road winds towards Pulwama. The destination can also be reached through Shopian – which is famed for its orchards and meadows, and lies in the heart of the south Kashmir fruit belt. Pulwama is also known for its saffron and Pampore plays an important role in this produce. For the curious tourist, the month of October offers the opportunity to experience the valley in full bloom – which also offers an insight into the local agri-business.
Besides the agri-business, Pulwama also boasts a range of opportunities from its green fields, rivers and villages, to the mountains. Thus the district offers the perfect base for the visitor who wishes to explore not only the culture of Kulgam but also the natural beauty of Kashmir. The third district in the offbeat circuit is Shopian – famed for its orchards and meadows, as well as its proximity to the fruit belt of south Kashmir. The fourth district of the circuit offers a range of opportunities for the visitor, including a chance to connect to the local people. From the rolling hills and orchards, to the mountains and valleys, Shopian offers a range of possibilities for the nature lover and the curious visitor. Shopian’s meadows and mountain trails can also be leveraged to target adventure tourism and families.
With its rich natural endowment, the opportunities for tourism in Shopian extend beyond nature and connect to the local village life and culture. The mountain village experiences and natural beauty can be combined to create packages for different kinds of visitors – from students to families and adventure lovers. While the valley of Shopian is a major draw, the range of opportunities also extends to other months of the year and can be combined to create a multi-destination itinerary.
While the opportunities in the four districts are varied, they can also be combined to create a tourism circuit which can be a major alternative to the overcrowded hill stations. By focusing on a circuit, the tourism potential can be enhanced manifold. There is also need for better branding, especially of lesser-known destinations. Maps, digital and print material, itineraries, signage, and social media can all be leveraged to market the circuit. The focus should also shift to local tourism opportunities such as homestays, local food experiences, handicrafts, treks, etc. Local guides, naturalists, and even youth can all contribute to creating a unique experience for the visitor.
At the same time, local economic opportunities can also augment since the circuit tourism model would imply that a single visitor would generate income across several destinations, as opposed to staying in one place for several days. The local youth can also be trained to document lesser-known opportunities and create a compelling narrative which can help the circuit gain visibility across social media. Photographers, videographers, bloggers, content creators and influencers can all play a role in getting the unique offerings of the offbeat circuit to a wider audience. With its natural endowment and proximity to mountain ranges, the tourism offerings in the four districts could also be enhanced by targeting adventure tourism.
Another aspect which needs to be considered is the seasonality of tourism and the role it can be leveraged to plan a circuit. An offbeat itinerary provides an opportunity to plan around the season. The four-month long tourism season in Kashmir can be sliced to create a circuit of south Kashmir for three months – followed by a three-month offbeat experience in the Valley. Each of the four districts can be highlighted based on the month, and the opportunities can be bundled.
The future for offbeat tourism in the Valley lies in connectivity. While the physical connectivity through roads is important, it must be augmented by digital connectivity to ensure that the visitor not only has information about one destination but understands the connect between multiple districts. With Anantnag, Kulgam, Pulwama and Shopian, the visitor can have a unique experience of the Valley – as opposed to a single destination.
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