SRINAGAR: In an interesting development, Jammu and Kashmir is set to develop four “new” tourist destinations with financial and technical assistance from the World Bank. The sites selected for this initiative are Kokernag in Anantnag district, Baradari in Reasi district, Bhadarwah in Doda, and Doodhpathri in Budgam. These locations are slated to receive world-class infrastructure to attract more visitors and enhance the region’s tourism offerings, The Hindu reported.
The development projects will be a collaborative effort between the World Bank, the Jammu and Kashmir government, and the Central government. A senior official in the Union Ministry of Tourism confirmed that the destinations were finalised last month following a visit by a World Bank delegation to the state, the newspaper added.
The World Bank’s role in the development of these new destinations will primarily be as a knowledge partner, providing expertise in the creation of infrastructure and the promotion of local handicrafts. The World Bank team first visited the region in September 2024 to assess the potential for tourism growth.
Union Tourism Ministry officials emphasised that the focus for Jammu and Kashmir’s tourism development will be on ecological sustainability. The World Bank has also stressed the importance of strategic planning for tourism growth and has recommended the creation of Tourism Destination Spatial Plans. These plans are intended to ensure well-organised development and address issues that may arise in the process.
Spatial planning in tourism aims to create a rational framework for the growth of tourism destinations, ensuring the most effective use of space and resources. This approach is expected to contribute to the sustainable development of Jammu and Kashmir’s tourism industry.
On September 11, the World Bank had a meeting with Tourism officers that Chief Secretary Atul Dulloo led. He focussed on the development and promotion of several off-beat tourism destinations throughout Jammu and Kashmir. The session was attended by key officials, including the Commissioner Secretary for Tourism, the Directors of Tourism for Jammu and Kashmir, the Director of Handicrafts & Handloom, and the MD of JKTDC, among others.
During the discussions, Chief Secretary Dulloo highlighted the unique strengths and challenges that the region faces in terms of tourism development. He emphasised that Jammu and Kashmir has significant potential in three core areas—Horticulture, Hospitality, and Handicrafts—which are globally recognised. Dulloo urged the World Bank to lend its expertise in helping the region develop robust tourism plans for off-beat destinations, stressing the importance of creating sustainable development plans that consider the region’s ecology and environment.
In her presentation, Yasha Mudgal, Commissioner Secretary for Tourism, outlined the current tourism landscape in the state and justified the need for developing additional tourist spots to relieve pressure on traditional locations, which are reaching their carrying capacity. She shared an overview of current tourism trends and future projections, identifying potential destinations that could benefit from sustainable development with the support of the World Bank. Mudgal also discussed the development priorities for these new destinations, including environmental considerations, project timelines, and the support needed from the Ministry of Tourism and the World Bank.
The session also included a presentation from Mehmood Shah, Director of Handicrafts and Handloom Kashmir, who underscored the need for world-class consultancy to optimise the potential of the region’s handicraft sector. Shah proposed the creation of an e-commerce platform to market authentic handicrafts, as well as the development of handicraft clusters, branding, and marketing strategies. He also highlighted the importance of establishing common facility centres (CFCs) and enhancing artisan capacity, along with strengthening training institutions to pass on traditional skills to younger generations.
The discussions provided a comprehensive framework for the sustainable development of new tourism destinations and the promotion of handicrafts, aligning with the broader goals of the World Bank’s partnership with Jammu and Kashmir.
