TravTalk India Online Magazine
In an exclusive interview with travtalk , Yasha Mudgal, Commissioner cum Secretary, Tourism, Jammu & Kashmir, shares how they are collaborating with travel trade partners as their ‘brand ambassadors’ to send positive message about the destination across the country. Apart from that, the tourism department will be focussing on infrastructural growth and confidence-building measures.
Nisha Verma
After the April terrorist attack in Pahalgam, the biggest task of Jammu & Kashmir government was to reassure tourists of safety and security in the Union Territory. Speaking about the government’s tourism revival strategy, Yasha Mudgal, Commissioner cum Secretary, Tourism, Jammu & Kashmir, claimed that they have a roadmap in place for confidence-building and infrastructure development.
Organic revival
Mudgal claimed that the administration made a conscious decision to allow the situation to stabilise naturally before launching a tourism push. “We consciously allowed things to settle on their own for some time after the incident and its aftermath. There was a big lull, but slowly numbers have started picking up. Travellers are once again heading not only to Srinagar and Gulmarg, but also to Pahalgam,” she said, adding that, “J&K will see a busy winter rush.”
Perceptions and outreach
Mudgal, however, admitted that perception remains a major factor that needs attention. “When it comes to Jammu & Kashmir, everybody knows that there is a need to tread cautiously in some aspects,” she said. She was quick to highlight the tourism boom witnessed recently. “Last year we broke all records with 2.35 crore visits in the UT, which was unprecedented,” she added.
To reinforce confidence, the UT’s top authorities have been holding seminars, visiting destinations and directly engaging with travellers and trade partners. “We are having constant interaction with the travel and tour operators, who will be our brand ambassadors and are carrying the word out that it’s a beautiful place and a must-visit destination,” she said.
Infrastructure & investment
At the same time, the government is committing significant resources to strengthen infrastructure at both popular and emerging destinations. “The government is already investing thousands of crores in terms of road connectivity, power, solid waste management and water,” she noted. She thanked private stakeholders, saying, “We are offering incentives to the private sector to come and be our partners.”
More roadshows
The Tourism Department of J&K is planning a comprehensive calendar of roadshows to send positive message about the destination across India. “We are still planning the strategy and details of the roadshows. Associations will be given platform to engage their target groups and a final roadshow plan will be approved by the minister,” she informed.
