TAKE CUE FROM KASHMIR
The record which the Kashmir tourism has set this year with regard to visitors thronging the region despite many bottlenecks and targeted killings must be taken as a lesson for those manning this department in Jammu region as there is no significant improvement in this part of Union Territory despite peaceful environment and promising avenues. It is the time that Tourism department should come out with innovation and energy to tap and exploit the tourism potential of the region because until the helmsmen in Jammu would not think out of the box things will remain sordid as they are since decades. On the contrary, Kashmir has reborn on the tourism map with exemplary force as the region has seen tremendous footfall of visitors during past few months including the world famous Amarnathji Yatra. Government needs to take adequate steps to make tourism sector more vibrant to give boost to the economy of Jammu region as it is doing in Kashmir. No doubt, Kashmir has vast scope for tourism but Jammu is also no less than any other tourist destination in the country. The world famous Mata Vaishno Devi Shrine attracts crores of tourists in the region but it is sad that their visit to holy cave shrine could not be prolonged due to absence of a comprehensive plan. There is need to chalk-out a strategy to ensure that whosoever visits this shrine in Reasi district must be convinced to visit the tourist desyinations in Rajouri, Poonch or Udhampur Districts through proper publicity modules. The religious tourism has lot of scope in Jammu but lack of synergy among different stakeholders is letting things to go in vain. As the winter is fast approaching the tourism department should come up with its novel plans to project tourism destinations in right prospective and also by developing these spots in an appropriate manner along with failsafe security provisions. The initiative of developing villages as tourist hubs was quite promising but this should be further augmented by more development. The centre should be asked to once again start initiative to make the retreat ceremony at Suchetgarh similar to the one in Amritsar because if India can convince Pakistan to rejuvenate truce pact that why not this small endeavour which can boost the tourism in the region to the level next. There used to be a tourist spot in Jammu region named as Jhajjarkotli with tourism department holding some assets out there but surprisingly the same has gone missing due to apathy of those responsible for taking care of these sites. Still there is time and therefore the people at helm should ponder to woo tourists or it will be too late to revive the things.