Srinagar, July 09: Calling for a shift from mass tourism to sustainable tourism, Tangmarg MLA Farooq Ahmad Shah on thursday said Jammu and Kashmir must prioritise quality visitors, scientific planning and environmental protection to preserve its world-renowned tourist destinations.
Speaking to reporters on the sidelines of a workshop on sustainable tourism, Shah said the Union Territory’s premier destinations, including Gulmarg, Pahalgam, Sonamarg and Patnitop, require comprehensive master plans to ensure long-term sustainability.
“There comes a time when we have to rethink our tourism practices. We should not focus on volume; we should focus on quality tourists,” he said, adding that existing master plans for tourist destinations should be revised wherever necessary.
Describing Jammu and Kashmir as the country’s finest natural destination, Shah said the region offers everything from golf courses and adventure tourism to shopping and cuisine, but stressed that development must not come at the cost of its natural beauty.
“The natural beauty that God has bestowed upon these destinations must remain untouched. Sustainable tourism practices have to be adopted,” he said.
Highlighting environmental concerns, the MLA said solid and liquid waste management should be the government’s top priority and urged people to develop a sense of ownership towards tourist destinations.
“If we litter these places, we are damaging our own destinations. If they are not clean, who will come here?” he asked, adding that stakeholders and the public must play an active role in protecting Kashmir’s fragile tourism ecosystem.
Referring to the workshop, Shah expressed hope that its recommendations would provide the government with a roadmap for implementing sustainable tourism practices.
Responding to a question on the suspension of four government teachers over alleged lapses in Amarnath Yatra duty, Shah said every official entrusted with responsibilities during the pilgrimage must discharge them sincerely.
“Amarnath pilgrims are our guests. They should return home happily without facing any difficulties. Duty is duty, and there should be no negligence,” he said, adding that visitors should leave as “ambassadors of Kashmir” carrying back stories of the Valley’s hospitality.
On concerns over the melting of the Amarnath ice lingam and shrinking water bodies, Shah said the government was committed to protecting the region’s natural assets while developing tourism.
“Tourism in Jammu and Kashmir is fragile. We saw last year how a single incident affected the sector. We must keep our destinations clean, disciplined and ensure that no tourist feels cheated at any level,” he said.
