International Research Journal of Management Science & Technology ISSN 2250 – 1959(0nline) 2348 – 9367 (Print) An Internationally Indexed Peer Reviewed & Refereed Journal

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IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

TOURISM DEVELOPMENT IN : THE POLICY PERSPECTIVE

Authors

*Hafizullah Dar PhD Research Scholar in Tourism Department of Tourism and Hotel Management, Kurukshetra University, Kurukshetra

**NaserUl PhD Research Scholar in Tourism Department of Tourism and Hotel Management, Kurukshetra University, Kurukshetra

1. Abstract

Kashmir is one of the most famous tourist destinations of in the . The Valley is filled with assorted rich tourism resources. For the sustainable use of these tourism resources, a proper tourism policy is requisite. Subsequently, the present study aims to examine government policy for the growth and development of tourism in Kashmir region; besides, the assessment of tourism potentials and tourist flow in Kashmir is added endeavor of the study. Desk research approach has been employed to accomplish to study objectives. According to the findings, ministry of tourism government of and Kashmir has framed a draft of tourism policy so far. The draft tourism policy constitutes developmental and promotional tactics forexisting and new forms of tourism, abiding the sustainable tourism approach, development of tourism infrastructure and human resource, ensuring safety and security, and encouraging tourism education within the state. Moreover, the state government is working hard to promote eco-tourism and offbeat tourist destinations in collaboration with several other concerned bodies. It has been observed that is dotted with a number of tourist attractions and enables tour operators to rend diverse forms of tour packages to tourists. For the proper use of tourism resources, there is need of an apt, resilient andimplementable tourism policy in Kashmir. The policy should constitute the contribution of all tourism stakeholders in the region with positive outcome. Service providers must be monitored for rendering better tourist services. Assuranceof safety and security, development of infrastructure and superstructure are some primary issues to be taken in consideration in the Valley.

2. Key words:Kashmir Tourism, Tourism Development, Tourism Policy

3. Introduction Tourism is a temporary displacement of people to destination outside the environment where they usually live and work and their activities during the stay at destinations. It includes travel for all purposes (Tourism Society of England, 1976). Tourism industry is a global phenomenon; it is travel

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for recreational, leisure or business purposes. It is a large business and will continue to grow. Tourism is alive with dynamic growth, new activities, new destinations, new technology, new markets and rapid changes (Charles and Brent, 2006). The sum of the phenomenon and relationship arising from the travel and stay of non-residents in so far as they do not lead to permanent place and are not connected with any earning activity (Hunriker and Krapt, 1942).A phenomenon unique to modern time which is dependent on the peoples increasing need for a change and relaxing, the wish of recognizing the beauties of nature, art and the belief that nature gives happiness to human beings and which helps nations and communities approaching to each other thanks to the developments in commerce and industry and the communication and transportation tools becoming excellent (Guyer and Feuler, 1905).Tourism includes all the activities selected by the choice and undertaken outside the usual environment, it may or may not involve overnight from home (IASET,1981).The collection of the things like interaction of tourists, traders, governments and host people in the road of attracting cum satisfying and motivating the tourists and hosting those tourists and other travelers (Macintosh and Goeldner, 1986).Tourism is a human experience, a social experience, a geographical phenomenon, a resource value, and a business industry; it was not only an instrument of earning foreign exchange and means of seeking global collaboration, understanding and peace between the nations (Nehru,2001). Tourism includes the activities of a person travelling and staying a destination outside their usual environment for not more than one consecutive year for leisure business and other purposes (UNWTO, 1994). Tourism is the world’s largest industry and one of the objectives of tourism development is economic development. Tourism industry is one of the most profitable industries across the globe and contributes substantially to foreign exchanged earned. Man as a traveler is known since time immemorial. Initially their travel was for the quest of food followed by shelter. Generally with the passage of time their travel turned to several new dimensions-travel as an adventure, travel as a hobby, for relaxation, to enjoy the natural beauty, as a pilgrimage, to acquire knowledge on historical aspects and archaeological sites. Travel sometimes is associated with adventure and sometimes for religious purpose by visiting pilgrimages or by taking a holy dip. All these are to quench the thirst of mind. Thus, tourism occupies an important place in human life by many ways (Dasgupta et al, 2007). Tourism policy does not interfere in areas where solutions could be found by the industry itself. The industry has to know-how and the necessary momentum needed for innovation (HelmutKruger, 2004).Tourism policy can be defined as a set of regulations, rules, guidelines, directives, and development or promotion objectives and strategies that provide a framework within which the collective and individual decisions directly affecting long-term tourism development and the daily activities within a destination are taken(Goeldner and Ritchie, 2006). A tourism policy defines the direction or course of action that a particular country, region, locality or an individual destination plans to take when developing or promoting tourism. The key principle for any tourism policy is that it should ensure that the nation would benefit to the maximum extent possible from the economic and social contributions of tourism. The ultimate objective of a tourism policy is to improve the progress of the nation and the lives of its citizens (Biederman,2007). The basic reason of tourism policy is to combine the all the benefits of tourism and put together all these benefits with community, destination, and nations so as to improve the universal peace and prosperity(Edgell, 1990). The continuous changing scenario of tourism industry, with its turn from mass tourism towards greater market segmentation, use of new equipments, diversification and innovation of the

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IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

product and adoption of new management techniques, demands a change in concernwithgovernments tourism policies (Fayos-Sola,1996). Tourism policy seeks to ensure that tourists are treated in a way that maximizes the benefits to services providers while reducing the negative effects, costs, and impacts associated with success of the destination. In effect, tourism policy aims to provide high quality tourist experiences that are beneficial for service providers and ensuring that local culture and environment will be preserved(Goeldner and Ritchie, 2006). The tourism industry is composed of government, private and non-profit organizations interested in the destination development, marketing and promotion, economic benefits and future sustainability. These interests can help in making a good tourism policy. The good tourism policy aims to improve the quality of life and local community at the destination.

4. Area of Study: Kashmir valley Kashmir is one of the main three divisions of Jammu and Kashmir, a northern most state of India.Strategically, Kashmir valley is located between PirPanjal and Greater Himalayan ranges. The Indian administered Kashmir is spread over an area of 15,948 km2.The Valley is very beautiful and most popular tourist destination. It is known for its natural beauty and cultural heritage. Gardens, hill stations, green fields, meadows, snow clad mountains, handicrafts and so on are the main factors that pull tourists to Kashmir and makes it a round the year destination. Kashmir is a land locked valley. is the main entry point to it. National Highway 1-A is the only route that connects it with rest of the country, India, by road and Sheikh-ul-Alam International Airport in Srinagar connects it with rest of the world by air. Moreover, Jammu Tawi railway station, 305 km, is the nearest railway station of Kashmir in Jammu that joins it with other states of India by train. Hospitality of Kashmir makes every guest comfortable here. Kind people and varieties of delicious food in Kashmir are acclaimed everywhere. Apart from the modern hotels, resorts and other types of accommodation units, Houseboats are very popular form of floating accommodation in and River Jhelum in the Valley. 5. Review of Literature Several researchers have studied the tourism policies and developmental facets of different tourist destinations. Following are some of the relevant studiesto get insights for the present study. Chheang (2010) analyzed that since the early 90s tourism has grown rapidly in Cambodia and has become the major contributor to economic development and was the major source of livelihood for Cambodians. The author stated that local communities believed that they acquire huge benefits from tourism, but the real benefits were taken by the big businesses like airline and hoteliers. Outcome of the study revealed that the wrongness and discrimination of income distribution was leading to social tension among the poor local community. Local people couldn’t enjoy their social life due to low income avenues which became reason of social tension for Cambodians. Khan (2013) studied the tourism problems and prospects in Kashmir. He observed that the absence of proper tourism development for Kashmir tourism kept tourists’ expectations unfulfilled which leads tourist dissatisfaction. Thomas and Thole (2013) analyzed the tourism development in sub Saharan areas of Africa. It has been seen that some new trends had been evolved in tourism, based on the tourists’ profile and the

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local community participation, wereimportant for the development and promotion of tourism in sub Saharan Africa. Saner et al (2015) identified that effective tourism policies of a developing nation could create revenue generating opportunities and provide sustainable employment for semi-skilled or unskilled workers. They added that effective tourism development policies required systemic planning and complete investment portfolio strategies regarding the tourism industry. Hussain and Shivashanmugam (2016) stated that there had been a worst impact on the tourism due to the political uncertainty in Kashmir.Theyargued that tourism was a tool for the poverty alleviation and it provided direct and indirect employment to the huge number of people in Kashmir.Due to social uproar, the tourism development remained affected in the region for decades. While examining the need of tourism planning and development in backward and far flung areas of Jammu and Kashmir, Gupta (2016) stated that tourism acted as a catalyst in these areas. He outlined some problems with tourism industry like poor road connectivity, transport facilities, communication gap and untrained tour guides in these areas. Andrades and Dimanche (2017) studied the Destination competitive and tourism development in Russia. They examined that with the new border policies and development of travel infrastructure, there had been tremendous growth in international tourist flow to Russia since past few years. It has been observed that tourism development was on least priority earlier before the new tourism policies came into existencein Russia due to which tourists’ rush was less too.

6. Objectives of Study 1. To study the Tourism Potentials in Kashmir Valley 2. To assess the tourist flow in Kashmir Valley 3. To evaluate the government policy for the growth and development of tourism in Kashmir valley

7. Methodology The present study is conceptual in nature aims to investigate tourism potentials, tourist flow and tourism policy of Kashmir region.In order to reach out the objectives, data were collected from different published and unpublished reports, articles, books, journals, newspapers, web sites etc. 8. Analysis and Discussion 8.1.Tourism Potentials of Kashmir Kashmir is popularly known as "Paradise on Earth". The region is bestowed with scenic beauty, forests, lakes, singing rivers, lush green fields, meadows, snowcapped peaks, cool climate, and many socio-cultural facets. Tourism potentials of Kashmir are categorically divided into following categories: a). Natural Potentials Natural tourismpotentials of Kashmir valley include a wide range of tourist attractions such as, Mountains, Hill stations, Valleys, Water bodies,etc. These potentials mesmerize every tourist in the valley and play a significant role in its popularity. Table No.1 Natural Tourism Potentials of Kashmir Category Name of Attraction Mountains (5142m) Kolahoi Peak (5425m) (Amarnath Peak 5186m) Nun Kun Range, Afarwat Range etc.

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IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

Hill Stations , , Sonmarg, Manasbal, Dodepathri, Manasbal and Water bodies Dal Lake, , Sheshnaglake,HokarsarLake,Vishansar Lake, , Jehlem River, , and Lider River. Valleys Bungus Valley, , GurezValley,Aru and Beetab Valley. Symbiotic , Gulmarg Wild Sanctuary, Hirpora Wildlife Sanctuary and Baltal Wildlife Sanctuary, etc. Source: Dar. 2014 b). Cultural Potentials is unique and diverse. The culture of Kashmir is one of the main tourist pull factors. The beauty of Kashmiri culture lies in its attire, cuisine, language, multi faiths, different celebrations, etc. Major cultural attractions of Kashmir are enlisted in table number 2:

Table No. 2Cultural Potentials of Kashmir Category Name of the Attraction Religious Muslim: DargahHazratbal, Charar-sharief, Shrine of PirDastigar, Zain Shah wali, Baba Reshi, Jamia Masjid Srinagar Shah Hamdans Mosque, Pather.

Christian: St. Marry Church, All Saints Church and Holy Family Catholic Church Hindu: Amarnath Cave, Sharkia Devi, ShankerAcharia, KhirBhawani, Martand

Sikh: GurdwaraChatiPadshahi Srinagar, GurdwaraParimpillan Uri, Tapayana Sahib

Archeological PariMahal, Hariparbat Fort, Harwan, Parihaspora, Ushkura, Semthan and Kalaroosa Caves. and Historical Gardens Mugal Gardens, Tulip Graden, Botanical Garden, NasimBagh Handicraft Carpets, Shawls, Embroidery, Wood carving Music and Ruf Dance, BachhaNagma Dance, Ladishah, SufianaKalam and Chakir Dance Clothing Pheran, Scarf /Taranga, Turban, Gown, Skullcap. Heavy/Medium woolens in winter to light cottons in summer Cuisine Kahwa, Namkeen Chai, Rice, Dum Aloo, and Wazwaan. Source: Kumar and Dar, 2014;Dar, 2018 9. Types of Tourism in Kashmir There is no doubt that Kashmir is Heaven on earth. Kashmir is having immense potential from Natural to Cultural attractions. Some of the forms of tourism in Kashmir are as: a). Religious Tourism Religious tourism refers to visiting to sacred places for attaining peace of mind and soul.There are a number of Muslim, Hindu, Christian and Sikh sacred places in Kashmir. Along with being spiritual and meditation centers, the pilgrim destinations of Kashmir are also a treat to the eyes. Pilgrimage tourism is gaining very much popularity in Kashmir. Every year, a number of devotees from different corners of the country visit Kashmir for religious purposes at Amarnath, Martand, KheerBhawani etc. b). Wildlife Tourism

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Wildlife tourism refers travel to areas to see the flora and fauna in their natural habitat. Kashmir valley is surrounded by mountains on all sides. Here, the popular wildlife attractions are Dachingam National Park, Baltal Wildlife Sanctuary and Gulmarg Biosphere Reserve.Numerous varieties of rare birds can be seen in Kashmir Valley. Nearly 187 species of breeding birds and 42 species of fishes are found in the Valley.The Black Necked Crane is a rare species of crane found in Kashmir Valley apart from Tibet and China. c). Eco-Tourism Eco tourism is responsible travel to the natural areas stresses conservation the environment andwellbeing of local people (Eco Tourism Society, 2015). Kashmir has mammoth potential forecotourism which provides basic frame for ecologically sustainable tourism with livelihood opportunities for local communities.State government have identified wetlands and protected as the eco-tourism sites for tourists. The major eco-tourism site in Kashmir valley are Yusmarg, Doodhpathri, , Bungus, Lolab, Eco Park, Gurezand andso on. The activities for tourists in these areas are: trekking, water rafting, bird watching, fishing, night camps, and forest camps. d). Cultural Tourism Cultural tourism can be explained as travel in order to understand the ways of lifestyle and become familiar with history of a specific location(Richards, 2003). Kashmir has a rich cultural identity across the globe. Culture of Kashmir is amalgamation of several ethnic groups of different faiths. Hospitality is one of the core aspects of its culture. People of Kashmir have deep-rooted cultural values which can be seen in the form of their dances and music, festivals, their arts and crafts and their cuisine. e). Events Kashmir valley is known for many traditional fair and festival events. Some of them are religious some are season based (Baisakhi, Navratri, Easter, Eid etc.) and some are promotional events that are enlisted in table number 3. State government along with local people and other tourism stake holders celebratethese promotional fairs annually to boost cultural heritage and tourism of Kashmir.

Table No.3Promotional Fairs Name Month Place Tulip fair April SirajBagh, Srinagar Arts & Crafts Festival May-June Nageen Lake Shikara Fair May-June Dal Lake Fair June-July Gurez Valley Water Sports Fair July Dal, Nageen and Garden of Paradise Fair August MugalGargen Srinagar Apple Fair September Throughout Valley Saffron Fair November Central and South Kashmir Snow Carnival January-February Gulmarg Source:Dar, 2018 f). Adventure Tourism Adventure tourism refers an unusual outdoor activity and can be classified as a leisure travel activity to which the physical risk and danger is a compulsory aspect(Dar, 2014). Kashmir is one of the finest adventure destinations in the world. In fact, it is paradise of adventure lovers with high physical risks

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and challenges. Sky touching mountain peaks, fast flowing water bodies and open air spots of Kashmir are best for many adventure activities such as: mountaineering, trekking, rock climbing, and rafting, skiing, paragliding and so on. g). MICE Tourism MICE tourism is a perfect way of combining business with pleasure. MICE tourism presents unique opportunities for business development, be it an informal conversation with old partners and meetings with prospective investors, customers and suppliers, information exchange or introduction to new technologies. The Meetings, Incentives, Conferences and Exhibitions (MICE) industry is extensively and rapidly growing and is largely associated with travel for business purpose.Kashmir is acclaimed from every corner of the earth for its variety of products. Apple, Dry fruit, Handicrafts and other products of Kashmir valley attracts a huge number of business tourists across the globe annually.The Sher-i-Kashmir International Conference Centre (SKICC) and Nageen Club are two important MICE venues in Kashmir.

10. Tourist Arrivals to Kashmir Kashmir was very popular among tourists till late 80s and tourist arrivals were increasingly high. But, insurgency, since early 90s slow down the tourist flow to the valley, even in 1993 no domestic tourist visited to Kashmir (Sharma et al, 2012; Shah et al, 2013; Kumar & Dar, 2014; Dar, 2014). According to graph number 2, tourist flow to Kashmir is increasing again with trivial fluctuations at the end. In 2011, Kashmir received over one million tourists first time in the history. The rejuvenation of tourism industry of Kashmir is result of positive attitude of all tourism stake holders in Kashmir. Fig. 1: Domestic and Foriegn Tourist Arrivals to Kashmir

1400000 1274674 1142865 1282360 1274596 Domestic 1140446 1200000 1077697 Foreigners 1000000 898861

800000 710504 577348 600000 551041 417260

NumberofTourists 400000 21588 200000 23904 25984 28954 24576 32110 37166 29143 27172 24516 23786 0 2007, 2008, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017 Oct. Year Source:Ministry of Tourism government of Jammu and Kashmir (2018) (Note: 2017 data is provisional till Oct)

The Union Ministry of Tourism took various initiatives from time to time for the development of tourism in Kashmir. Recently Union Ministry of Tourism has sanctioned the development of Naggar Nagar to WatlabBandipora under mega tourist circuit. Infrastructure, like accommodation units and

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paved roads were developed in this circuit.The Indian institute of Skiing and Mountaineering received funds from central government for upgrading of institute

Fig. 2: Total Tourist Arrivals to Kashmir 1400000 1311840 1299112 1314470 1167618 1172008 1200000 1101483

1000000 927815

800000 736488 572629 601252 600000 441836

400000 Number of Tourists of Number 200000

0 2007, 2008, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017 Oct. Year Source:Ministry of Tourism government of Jammu and Kashmir (2018) (Note: 2017 data is provisional till Oct) Table No. 5 Central government initiatives for the development of tourism in Kashmir Name of Project Year Amount Sanctioned (INR in crores) Mega Tourist Circuit 2011-12 38.14 Development of Adventure tourism 2014-15 1.54 PRASAD 2015-16 42.02 Integrated Development of Tourism Infrastructure Projects in the 2016-17 82.97 State Integrated Development of Tourist Facilities 2016-17 96.38 at Jammu- - - under Himalayan Circuit. Integrated Development of Tourist Facilities 2016-17 98.7 under PM Development Package Integrated Development of Tourist Facilities at - 2016-17 96.39 - Pahalgam – - RanjitSagar Dam under HimalayanCircuit. Integrated Development of Tourist Facilities at Gulmarg- Baramulla- - Leh Circuit under Himalayan Circuit 2016-17 96.93 Theme. Source: Ministry of Tourism Government of India (2017) andorganizing of more adventure activities, competitions and purchasing of equipments for organizing adventure activities. Another scheme launched by Union Ministry of tourism isHunar Se RozgarTak (HSRT), a skill development program. Under this program,certificate courses ofTourist Facilitator etc. are offered to students so that they would guide the tourists in proper way and would serve them professionally.

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IRJMST Vol 9 Issue 10 [Year 2018] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)

Another project for the improvement of pilgrimage sites namely,Pilgrimage Rejuvenation and Spiritual Augmentation Drive (PRASAD). Under PRASAD Hazratbaland its adjoining areas in SrinagarKashmir are being renovated. The main components of the project includes tensile structures for prayers during summers and rainy season, four-laning of the Dargah entrance, ablution spots, and dormitory for devotees of far flung areas, re-designing of the Dargah market, an Islamic Cultural Centre and an exclusive Sewerage Treatment Plant for the shrine complex.Union Ministry of Tourism also started integrated development of tourist facilities under the Himalayan Circuit. Categorically the circuits are; Gulmarg-Baramulla-Kupwara-Leh, Anantnag-Pahalgam-Daksum- RanjitSagar Dam and Jammu-Rajouri-Shopian-Pulwama. It includes development of floating cafeteria at Dal Lake, amusement parks at Golf Course, cruise on river Jhelum, skating rink at Pahalgam, border tourism atSuchegarh,Salamabadand Uri. 11. State Tourism Policy The Ministry of Tourism government of Jammu and Kashmir hasdrafteda tourism policy to promote and develop tourism in the state. Certain areas have been identified under which the tourism will be developed across the Kashmir region, the state in general. Tourism policy includes the development and promotion of new forms of tourism and abiding the sustainable tourism approach in order to protect the state tourism resources. The state government is working hard to promote eco-tourism and offbeat tourist destinations in collaboration with several other concerned bodies. In addition to this, the policy constitutes development of tourism infrastructure and human resource, ensuring safety and security, and encouraging tourism education within the state. Table No.6 State government initiatives for the development of Tourism Amount Sanctioned Name of Project Year (INR in crores) Eco-Tourism 2009 2 Promotional Campaign 2015 3.87 Border Tourism 2016 500 Source:Different newspapers

12. Observations 1. There are various rich natural and cultural tourism resources in Kashmir. 2. Categorically majorsegments of tourism are: Religious tourism, Adventure tourism, Wildlife tourism, Eco-tourism and MICE tourism. 3. Tourism potentials are not fully exploredin Kashmir. 4. In proposed tourism policy government has talked about the product diversification, based on the tourists’ profile. 5. Over the years there is fluctuation in the tourists’ traffic to Kashmir due to insurgency. 6. There areinadequate facilities, outdated infrastructure and lack of proper tourism planning. 7. The number of foreign tourist arrivals to Kashmir is very low as compared to domestic. 8. Tourism policy of the state is not fully fledged. 9. State government work by tooth and nail on promoting Kashmir as safe, secure and friendly tourist destination. 10. Recognizing new forms of tourism and development of eco-tourism in the state are under the considerations of the government. 11. Tourism education and training is given to local people to rend quality services to tourists.

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12. Film makers and other people are invited to shoot movies, dramas and other programs in Kashmir valley. 13. In order to develop and promote Kashmir as a tourist destination, central government cooperates with J&K government fully, directly and indirectly.

13. Conclusion Kashmir region has distinctive natural and cultural tourism resources which are responsible to attract a number of tourists across the globe. There are various ups and downs in the tourist arrivals over the years due to many reasons. To maintain the tourist flow to the Kashmir,government has undertaken several initiatives, such as, expansion of tourism infrastructure, development of newtourism spots, and identification of new tourist circuits. In this regard, state tourism department has formulated a draft tourism policy. The state has also developed an eco-tourism policy for exclusive development, promotion and preservation of eco-tourism potentials of theValley. The state governments should develop strong network for the development and promotion of Kashmir tourism. In this view skilled human resource should be recruited and local people should be encourage to work in tourism business. Besides government need to do continuous review of tourism process for its smooth conduct inthe region. 14. Suggestions On the basis of study findings, following are some important suggestions to tourism policy makers of Jammu and Kashmir: 1. There should be an applicable state tourism policy for the smooth conduct of tourism. 2. Creation of well trained and skilled tourism human resource is needed to serve tourists in Kashmir. 3. There should be a tourism brand ambassador for Kashmir. 4. Tourism awareness and education programs should be conducted for general people timely. 5. Development of infrastructure at off-beat destination should be done. 6. The policy should ensure the contribution of all tourism stakeholders and a positive outcome in future. 7. Direct and indirect incentives should be given to local tourism entrepreneurs to maintain their interest in tourism field. 8. Electronic marketing should be one of the basic aims of state government for the promotion of tourism.

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