Shadow Correspondent
Jammu, MAR 27:
The Chamber of Tourism Trade and Industry Katra (CTTIK), represented by its President Raj Kumar Padha and Secretary Atul Sharma, presented a comprehensive representation to Ms. Mugda Sinha (IAS), Director General, Ministry of Tourism, Government of India, in the presence of Ms. Yasha Mudgal (IAS), Secretary Tourism J&K, and Shri Vikas Gupta, Director Tourism Jammu, on the sidelines of a brainstorming session and workshop for the promotion of tourism held at IIM Jammu. The representation highlighted the pressing challenges faced in promoting Jammu as a top-tier tourism destination and proposed strategic solutions to overcome these hurdles. One of the major challenges discussed was the acute shortage of skilled tourism professionals, which affects tourism planning, marketing effectiveness, and visitor experience management. The lack of trained personnel in destination management, tourism marketing, and hospitality services has resulted in weak policy formulation and an unstructured approach to tourism development.
Additionally, the delegation pointed out that key government roles related to tourism are often managed by general administrators instead of tourism specialists, leading to ineffective tourism planning and implementation.
Poor coordination among government bodies, tourism stakeholders, and private investors further exacerbates the issue, preventing long-term investment and sustainable growth in the sector.
Another significant concern raised was the ineffective promotion and branding of Jammu as a tourist destination.
The absence of professionals in digital marketing, event planning, and international tourism outreach has led to inconsistent branding and low visibility on the global tourism map. The region also faces a shortage of certified tour guides, adventure tourism experts, and heritage interpreters, which negatively impacts the visitor experience.
Additionally, the hospitality sector is struggling due to a lack of well-trained professionals to ensure high standards of customer service. The representation also addressed the lack of stakeholder and community engagement in tourism-related activities. Local communities are not fully integrated into the tourism economy due to insufficient training programs for homestay owners, transport operators, and tour guides. Furthermore, regulatory challenges such as complex licensing procedures and the absence of a single-window clearance system make it difficult for new tourism ventures to establish and grow.
To address these issues, president Raj Kumar Padha proposed several strategic measures, including the recruitment of tourism professionals in key government roles and the establishment of Public-Private Partnerships (PPPs) to bring in corporate expertise and industry best practices. Strengthening training and capacity-building initiatives was emphasized, with a recommendation to set up tourism skill development centers in Jammu, Katra, and Patnitop, along with certification courses for adventure tourism, eco-tourism, and cultural tourism guides. The representation also stressed the importance of collaboration with universities and tourism institutes to create a skilled workforce, suggesting the introduction of practical training programs, internships, and fellowships for students pursuing tourism-related degrees.
Additionally, the development of a professional tourist guide network was proposed, with the establishment of certified training programs for multilingual and thematic tour guides. Special provisions should be made for ex-servicemen and local youth to be trained as professional guides, particularly in adventure tourism, with a focus on mountaineering, trekking, and river rafting. Another key suggestion was enhancing Jammu’s global visibility through improved digital and international marketing strategies. Hiring professionals skilled in social media marketing, travel branding, and content creation was recommended, along with the formation of a dedicated tourism marketing team responsible for international promotions, influencer collaborations, and participation in travel expos. Virtual tourism campaigns were also suggested as an innovative way to showcase Jammu’s diverse attractions to a global audience.
The representation further emphasized the need to encourage tourism entrepreneurship by providing financial incentives, subsidies, and loans to young professionals interested in launching tourism ventures. Startups focusing on adventure tourism, rural tourism, and eco-tourism should be actively supported, while grants should be introduced to help locals develop homestays and community-based tourism projects. Additionally, simplifying regulatory procedures by introducing a single-window clearance system for tourism projects was recommended to facilitate ease of doing business in the sector. Regular stakeholder meetings involving industry leaders, hoteliers, and tour operators were also proposed to ensure that tourism policies align with industry needs and emerging market trends.
Ms. Mugda Sinha (IAS) positively assured CTTIK that she would thoroughly examine the representation containing all the challenges and suggestions. She also assured that she would adopt a proactive approach in corroborating and addressing the concerns raised, working towards viable solutions to promote Jammu’s tourism sector effectively.
In conclusion, the Chamber of Tourism Trade and Industry Katra reiterated its commitment to working closely with government authorities and stakeholders to transform Jammu into a world-class tourist destination. By investing in skilled manpower, strengthening tourism policies, and fostering strategic partnerships, the region has the potential to significantly enhance visitor experiences, boost tourism revenue, and contribute to the economic and cultural prosperity of Jammu.
