This story is to present a definitive vision of what the future holds in the tourism & hospitality sector in Jammu & Kashmir but hope to be able to help travel providers develop a new perspective on the likely travellers of the future and their possible needs required in the landscape of Jammu & Kashmir Valley. The development and utilisation of technology will be central to this, and the gradual humanisation of technology will serve to enhance and support more intuitive customer interaction and facilitate a superior travel experience.
What, Where, When, Who and How, have been the strategic cornerstone of customers local-centric organization in Kashmir. For companies in the travel industry and hospitality industry answering these questions has never been more important, Kashmir the traveller’s landscape has always been a complex but obvious of the fact on the natural hospitable influence.
The major identified influence will be of demographic, geopolitical, economic and technology trends that will determine who will be travelling in the future. Which group will potentially be most dominant and what their individual needs be. Technology can be harnessed to deliver an even greater level of service to travellers in the future, one of the most significant developments is the ‘Humanisation of Technology’ a trend which will see a breakthrough in IT systems and other communications technology to enable the delivery of highly personalized, streamlined and flexible journey.
As far as we are concerned, Jammu and Kashmir have a greater potential to become a major tourist destination in the World. The rich beauty, hospitality and unity in diversity and offers something to everyone, the rich beauty of its attractions temperature climate, ancient monuments, its grandeur snow crowded mountains, its green forest and grasslands, it’s quiet backwaters and beaches, the beautiful rivers and lakes and above all its well-meaning and heritage, these are a few countless facets of Kashmir Valley which are timeless in their appeal. All these makes Kashmir a land of ‘Paradise on Earth’.
The role of tourism in the economic development of J&K has been an area of immense interest from a policy perspective. The tourism sector is the most popular sources of income, development and employment generation. Modi government redrafted the map of Jammu and Kashmir in historic mobility and disrobed the state of its special states by discarding article 370. The government also proposed to bifurcate the state into two union territories Ladakh and Jammu and Kashmir. Separation of Jammu and Kashmir from Ladakh and to make the two Union territories it’s a long road ahead of development. Violence is not incongruous to the Kashmir Valley but the intimidation of disruptions hasn’t dissuaded hotel chains from commencing up new properties in the scenic hills.
Local hotel owners are partnering with bigger brands for management contracts. The Taj and the Lalit have traditionally had hotels in Kashmir, and others are following their lead.
The growth of domestic and international travel will continue to rise as the globalisation of business and growing migration fuel the need to travel domestically and abroad.
Questions that hits my brain in a matter of opportunity operating in the beauty-violent land of Kashmir India for the investors, travel agencies and Hoteliers which are-
“Gurbaxish Singh Kohli, President, Hotel and Restaurant Association of Western India (HRAWI), said that the body, which represents the Hospitality and Tourism sector, welcomed the government’s move because tourism contributes about 15 per cent to state GDP. He said, “Despite Kashmir ticking all the right boxes as a Hospitality & Tourism magnet, the industry’s presence and business in the state is dismal”.
One thing is clear the demand for travel services will continue to increase against a background of dramatically changing geopolitical and social conditions. It is also clear that technology has a major role to play in bridging the gap between travel providers and consumers. The need for the humanisation of travel technology which is developed to support people when they are travelling in a way which enables high degrees of personalization and exceptional customer services.
People, who whether they will be making a journey for business reasons, to enjoy family reunions or just to have the trip of a lifetime all want to be treated as individuals. Tourism is the consequence of peace if there is peace tourism will be an automatic boost to the state. It is a known fact that the economy of Jammu and Kashmir has faced disturbances and armed conflicts from early 1990. Tourists flow shows a decreasing trend in 1989-1990 then again, then again in 2013, 2014, 2015 & 2016 because of the unrest in 2016… from time and time again the land of Kashmir has witnessed a lot. It’s time to analyze and watch on all opportunities to make it peaceful luxury stay and popularized the land not with the moniker Switzerland of India but with the KASHMIR_OF_INDIA.
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