Stress on promotion of tourism

Young Bites. Dated: 12/9/2017 8:25:10 AM

Nature has bestowed Kashmir with abundant beauty but sadly, India’s very own Switzerland has been subject to widespread violence and unrest since 1947. Since the killing of Hizbul militant Burhan Wani in an encounter by the Indian army , Kashmir has seen violence like never before. Almost year into the death of Burhan Wani, Kashmir has been volatile since, barring two months owing to the effects of demonetisation. Jammu and Kashmir has unparalleled beauty and tourism remains the biggest provider to the economy of the state. The recent unrest would only worsen the situation in Kashmir. In 2016, Kashmir had seen about 70-80% occupancy in it’s hotels during the vacation season. The number alarmingly has dropped to just 20% this year, rendering a large section of the youth of Kashmir jobless. The State and the Central Government must work together to restore normalcy in Kashmir to help it’s tourism industry to get back on it’s feet. Kashmir despite all it’s beauty, lacks a public face to promote it’s tourism. The decision to rope in Amitabh Bachchan to promote Gujarat tourism by then Gujarat CM Narendra Modi proved to be a masterstroke as the state saw three fold increase in footfalls especially Gir forest where the hotels have been overbooked since the past 5 years. Kashmir needs a public face and relentless media presence to promote its tourism. Narendra Modi is the most followed leader on Instagram and his social media presence must be utilized to showcase Kashmir’s beauty. When normalcy returns, which will soon, the state and central government should leave no stone unturned to promote its tourism industry. A booming tourism industry will not only be a boon to its economy but also provide jobs to thousands of youths who are at the forefront of stone pelting. Foreign Direct Investment in Kashmir’s tourism industry will only aid its ailing economy but for that to happen, normalcy has to return in Kashmir. It’s an open secret that Pakistan has a huge role to play in Kashmir’s unrest. Kashmir has been the main issue between India and Pakistan and the Pakistan high commission in Delhi has been treating the Kashmiri separatists like VVIPs. Pakistan understands that it cannot take Kashmir from India – either through war or proxy war. But it needs to keep the Kashmir issue alive in order to divert attention from its domestic problems as well as to nurture anti-India sentiments that give legitimacy to the role its military establishment plays. Pakistan, in fact, is feeling desperate after Modi’s open announcement that India would now raise human rights and atrocity issues in Pakistan-occupied-Kashmir and Balochistan on international platforms which got good traction among Baloch activists spread across the world. Despite the atrocities meted out to the citizens of Baloch, India understands the limited use of the Baloch card.

 

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