Escaping heat, tourists enjoy Kashmir’s cool environs
The officials state that inflow of backpackers has increased by around 10 per cent during last few days due to scorching heat in mainland.
It was inclement weather which shooed away tourists from Kashmir earlier this month and it is now the scorching heat outside the state that is bringing them to the Valley.
The scorching heat wave across the parts of India has brought some fortune to the beleaguered Kashmir tourism industry which was severely hit by September floods last year.
The officials state that inflow of backpackers has increased by around 10 per cent during last few days due to scorching heat in mainland.
However, the tourism players attribute rise in tourist arrivals to various factors including sustained promotional campaigns and discount in tariffs offered by hoteliers in Kashmir.
Director Tourism Kashmir, Farooq Ahmad Shah said that Kashmir’s pleasant environment and weather have always mesmerized backpackers. “There is an improvement in the tourist inflow but it is still below our expectations,” Shah said, adding the heating wave outside Kashmir is encouraging tourists to come here and enjoy the pleasant weather.
He said the tourism department is focused on promoting the sustainable tourism in Kashmir and increase the tourist inflow.
Tourism players are also optimistic that tourism will pick up slowly and steadily.
Chairman, Jammu and Kashmir Hoteliers’ Club, Mushtaq Chaya said there is increase in number of tourists recorded during last few weeks. “The major reason for it is scorching heat in parts of India and also tourism players are welcoming the backpackers by offering heavy discounts which is an encouraging sign and an effort from stakeholders to encourage visitors to visit Kashmir,” Chays said.
He added that efforts of Chief Minister Mufti Muhammad Sayeed and officials of Tourism department have started yielding results post floods.
President, Pahalgam Hotel and Restaurant Owners’ Federation (PHAROF), Javid Burza also echoed similar view. He stated that around 10 per cent increase in inflow of tourists is being witnessed in hilly resort of Pahalgam because of heat wave outside Kashmir.
“By God’s grace Kashmir’s weather is pleasant and give some respite to the people coming here from the areas witnessing scorching heat,” Burza said.
President, Adventure Tour Operators’ Association of Kashmir, Rauf Tramboo stated that is a good news for tourism sector that tourists are coming back to Kashmir after much negative publicity about flood scare in Kashmir.
“Things are moving in right direction and efforts of stakeholders have started yielding results. Be it announcement of discount on tariffs by tourism traders or scorching heat wave in India,” Tramboo said, adding that even adventure tour operators are currently offering 25 per cent discount on their services to encourage tourists to visit Kashmir.
To mention, post September floods the tourism sector has not fully recovered. To add to the miseries of tourism traders, a negative campaign was launched by some national media outlets about flood scare in the month of April in Kashmir.
