Government to launch ‘Back to Valley’ campaign to revive tourism in Kashmir

Srinagar: The government of India is likely to announce ‘Back to Valley,’ a tourism promotion programme to revive tourism in Kashmir, which suffered a blow after the scrapping of Article 370 on August 5.

“The programme will highlight Kashmir as a paradise on earth and original home of tourists,” an officer of the tourism department said.

As per the programme, the Centre is likely to rope in major tour operators across the country to promote tourism. There are plans to organise road shows in the state capitals and put up advertisement campaigns at various airports across the country.

“Aggressive advertising campaigns will be done at all the airports across the country,” the officer from the tourism department added.

Since the scrapping of Article 370 on August 5, tourism in Kashmir has seen a major decline. Tourist arrivals have dropped to almost zero.

“Kashmir has never seen such a poor response from tourists. On World Tourism Day on September 27, the tourist inflow was the lowest in decades,” a senior officer from the tourism department said.

On August 2, the government had issued an advisory asking all tourists and Amarnath pilgrims to leave Kashmir.

After horticulture, tourism is the most important industry for the people of Kashmir. It provides livelihood to lakhs of hoteliers, houseboat owners, transporters and tour operators.

Tourists from across the country, visit the valley especially when the tulips are in full bloom. Others prefer to come to the valley during school vacations, while some come to Kashmir in winters to enjoy the snow.