TravTalk India Online Magazine
The G20 summit acted as a catalyst for Jammu and Kashmir’s adventure tourism sector, providing hotels and tour operators an excellent opportunity to showcase their diverse offerings to a global audience. They have started to tap into the growing popularity of adventure tourism, aiming to position the region as a magnet for adventure enthusiasts.
Janice Alyosius
The G20 Summit was not only a platform for world leaders to discuss global issues, but also an opportunity for Jammu and Kashmir to showcase its potential as a premier adventure tourism destination. Hotels and tour
operators in the region anticipated hosting adventure activities ahead of the summit, which is positively impacting their business and contributing to the overall tourism
sector in the state.
Arbaz Khurshid Shah, General Manager, Clarks Inn Srinagar, emphasised that Jammu and Kashmir is famous for its natural and serene beauty and hosting adventure activities is going to give a new dimension. “This push has led to increase in tourist footfall and a positive buzz is being created among the adventure tourists. Kashmir is mostly equated with natural beauty, but this summit gave us an opportunity to showcase another aspect of Kashmir,” he said.
Prateek Acharya, Director of Operations, Zone by The Park Jammu, acknowledging the government’s efforts in promoting Jammu as an adventure destination, said, “This will definitely attract audiences from all areas, which will increase the business. Jammu and Kashmir already has religious tourism in place, and with adventure activities, the state can be positioned as the next big adventure tourism destination.”
Highlighting the change in travellers’ demand, Acharya said, “Today, travellers are looking at experiences and want to explore newer places and adventure activities. If these activities are strongly backed by marketing/ media campaigns, hotels can attract tourists who look out for such experiences.”
Emphasising on Jammu’s immense tourism potential, Acharya further said, “The potential can be harped on very strategically through G20 Summit spotlight. The media coverage will educate the travellers on the hidden treasures of the state, which were overshadowed by the troubled past. It is a golden opportunity for us hoteliers, the government, the citizens, and the travellers to experience the state in a new light – with significance being attuned to M!CE, developing sustainable tourism, adventure activities getting a new lease of life. The G20 Summit has placed Jammu & Kashmir on a global platform as a global tourist destination.”
Sumeet Taneja, Area Director, IHCL and General Manager, Taj Chandigarh, highlighted that Jammu and Kashmir have been synonymous with various recreational activities and sports. “Amid the spectacular landscape of the state, these lend a unique immersive flavour to overall tourism experience. Besides, these are an excellent source of ancillary revenue as well, and will therefore help in positively influencing the overall tourism of the state.”
The successful hosting of adventure activities during the G20 Summit would have a long-term positive impact on the overall tourism sector in Jammu and Kashmir. Shah highlighted, “Adventure activities give us an opportunity to cater to different sets of people in addition to leisure tourists who visit Jammu and Kashmir. So, holding these activities in connection to G20 is going to present J&K as a major global destination and increase the occupancy of both domestic and international tourists.”
Highlighting the G20 impact on bookings, Shah said, “Currently J&K is witnessing a very good tourist season and our property is fully booked. Holding of G20 in J&K has given an impetus to the bookings. Overall, a good season has translated into substantially higher ARR. Also, the inflow of queries has increased substantially. This has resulted in more brand awareness and an increase in bookings.”
Tour operators envisioned several ways of hosting adventure activities that would contribute to the overall tourism industry in Jammu and Kashmir. Zahoor Qari, Managing Executive, Air Links Tours & Travels, expressed his belief about the positive impact of G20 Summit on J&K tourism. “Jammu and Kashmir tour operators believe that hosting adventure activities will benefit their business by attracting more customers,” he said.
“Adventure tourism has gained popularity in recent years, and by capitalizing on this trend, tour operators aim to position Jammu and Kashmir as appealing destinations for adventure enthusiasts, thereby increasing tourism numbers,” he added.
Nasir Shah, Managing Director, Culture & Nature Expeditions Tours & Travels, recalled the golden era of adventure tourism in Kashmir before political unrest.
“Kashmir for past 100 years has been a paradise for adventure lovers. This has been the oldest adventure destination of our country. Pre-1990, we used to get thousands of adventure tourists from USA, UK, Australia, New Zealand, Germany, France & Italy. Unfortunately, this activity got disrupted due to the political situation in Kashmir. With the G20 taking place, the prime agenda of the UT government and stakeholders is that travel advisory should be lifted completely, as they will for themselves see how peaceful this place is. We can then anticipate at least a million foreign tourists visiting Kashmir next year.”
Sameer Ahmad Baktoo, Marketing and Operations Head, India Travel Connection, shared his optimism about G20’s potential impact on tourism. He also said that to make the most of the event, the development of lesser-known destinations with adventure activities is crucial. “This will increase the region’s carrying capacity and preserving its natural beauty. I believe that the positive message conveyed by the summit would attract tourists. Kashmir has a lot of places that are already developed and overcrowded. We as stakeholders have requested the government to develop unknow destinations. If the government will help boost new destinations, then our carrying capacity would increase.”
The successful hosting of adventure activities was expected to enhance Jammu and Kashmir’s reputation as an adventure tourism destination nationally and internationally. Tour operators believe that the positive experiences shared by G20 attendees and other tourists would contribute significantly to establishing the region as a top adventure destination and attract adventure-seekers from around the globe.
