Published Paper Details:

Tourism is not merely an activity for entertainment. It is an enriching and energizing activity. Jammu and Kashmir is among the most popular tourist attractions in the Himalayas in India. The Valley is abundant with many tourism-related resources. A suitable tourist strategy is necessary for the sustainable utilization of these tourism resources. In addition to examining government strategy for the development and growth of tourism in the Kashmir area, the purpose of the current study is to analyze tourism potentials and visitor flow in Kashmir. To achieve the study's aims, desk research methodology has been applied. Based on the findings, the tourism ministry of the Jammu and Kashmir government has drafted a tourist strategy. The proposed tourism policy includes promotional and development strategies for existing and new kinds of tourism, adhering to the sustainable approach, developing tourist infrastructure and human resources, guaranteeing safety and security, and promoting tourism education inside the state. Additionally, the state government is collaborating with various other interested organizations to promote ecotourism and unusual tourist spots. It has been reported that Jammu and Kashmir is replete in tourist sites, allowing travel companies to provide a variety of trip packages to visitors. For growth, tourism is the right vehicle. Tourism is an important industry in the state and is considered as a multi segmented industry, therefore provides different types of jobs like hotel managers, receptionists, guides, tour operators, travel agents, photographers and many other jobs which are required to strengthen the tourism. Kashmir is an area with great tourism potential and provides immense business opportunities for the Kashmir region. The present paper attempts to examine the problems and prospects of tourism in Kashmir in order to formulate the guideline for future tourism in the valley. It indicates that tourism is still in the early phase of development and that the valley has great potential.