Srinagar, Oct 19: The Jammu and Kashmir Hoteliers Club has called for improved infrastructure, reliable essential services and an aggressive promotional campaign to attract tourists to the Union Territory ahead of the winter season.
At a meeting of the Club’s office-bearers held at Radisson Collection, Rajbagh, Srinagar, under the chairmanship of its president, Mushtaq Ahmad Chaya, members discussed challenges confronting the hospitality sector and measures to strengthen tourism during the coming winter months.
The meeting highlighted the need for uninterrupted electricity, reliable water supply, improved road connectivity and better winter tourism facilities at major destinations, particularly Gulmarg, Pahalgam and Sonamarg.
Expressing concern over frequent power cuts in Sonamarg, members said the area was reportedly experiencing outages lasting six to eight hours daily. They stressed that reliable electricity supply was essential to maintain hospitality services and ensure tourist comfort during the winter season.
The Club also called for the installation and operationalisation of gondola facilities in Sonamarg to enhance its appeal as a winter tourism destination. Members emphasised the need to ensure the uninterrupted functioning of ski lifts and other winter tourism infrastructure to improve visitor facilities and attract more tourists.
Concerns were also raised over recurring disruptions in road connectivity and water supply in Gulmarg during winter. The Club urged the authorities to prioritise road maintenance, ensure an uninterrupted water supply and facilitate smooth movement of visitors in the popular tourist destination.
Members said the decline in tourist arrivals during the previous season and recent months had adversely affected tourism-related businesses, underlining the need for timely intervention to support the sector’s recovery.
Abdul Wahid Malik, Honorary Secretary General of the Club, stressed the need for coordinated efforts to revive tourism and support hospitality businesses that had suffered losses in recent seasons.
He called for a comprehensive marketing strategy, including promotional campaigns and roadshows in major domestic markets and selected international destinations, to restore tourist confidence and attract more visitors to Jammu and Kashmir.
The meeting underscored the importance of close coordination among the administration, tourism authorities and industry stakeholders to ensure a successful winter tourism season. Members said infrastructure improvements, better visitor facilities and sustained promotional efforts were essential to position Jammu and Kashmir as a year-round tourism destination.
The Jammu and Kashmir Hoteliers Club reiterated its commitment to promoting responsible and sustainable tourism and working with the government and other stakeholders to strengthen the industry, protect the region’s natural heritage and generate long-term economic benefits for the people of Jammu and Kashmir.
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