The revival of J&K tourism is not just about providing support to tourism ecosystems, restructuring infrastructure and providing travel incentives. Photo credits: –
2024 was a tourist landmark in Jammu and Kashmir (J&K). Tourism not only reached an all-time high, but the nature of the trip itself began to change. The Valley welcomed a record 349.98 million tourists in 2024.
And Pahargam happened this year. However, terrorist attacks are nothing new to the Valley. You can observe set patterns over the past 35 years. The cycle seems to continue, followed by acts of fear, security forces, political mud, and so-called healing actions, creating a false perception of peace and shattered by another act of fear. But now India launched Operation Sindoah, demonstrating that its terror infrastructure is not unwavering.
In such a scenario, how can the tourism sector, the lifeline of J&K, give leg up? “Public Private Partnerships” (PPPs) may be able to provide viable, bankable, safe and sustainable solutions. To follow the PPP format for end-to-end tourism, J&K must notify tourism as a priority and special service. PPP includes, among other things, risk sharing and management capabilities. The risk mitigation matrix for J&K tourism projects may be considered in dozens of risks, but the most notable are demand, operational and security risks.
Special purpose company
While demand and operational risks should be entirely owned by the concessionaire, security risks may be a common responsibility between the state and the concessionaire.
Once selected as a preferred bidder, the concessionaires must establish a special purpose company (SPC) to develop and carry out the tourism projects assigned to each.
Such SPC boards should essentially have military veterans planning, advise, surveillance, and coordinate security aspects of the services provided by the SPC. Each tier of service delivery requires the required level of veteran element.
Such a SPC may require all locals and non-locals and their assets for a comfortable and safe tourist experience for patrons who wish to acquire tourism services. Veteran elements at each level are coordinated in a timely manner with local police and security forces to ensure close monitoring of tourist excursion tours. The corporateization and digitalization of tourism brings transparency and suppresses the unprofessional and unsafe practices that tourists often encounter.
Robust tourism sector regulators and rapid conflict resolution mechanisms must be set up together. Insurance coverage can also be extended to tourists and support staff.
The latest figures show that tourism accounts for around 7.4% of J&K’s GDP (Shukla, April 23, 2025). It’s quite a business and could potentially attract the best companies from J&K and other countries. Participating in the implementation of bidding and operations by Indian companies is an effective step in breaking the legacy of alienation of local people.
A well-equipped, trained SPC can provide a truly sustainable and safe tourism experience.
The revival of J&K tourism is not just about providing support to tourism ecosystems, restructuring infrastructure, and providing travel incentives. Decisions need to be made to initiate legislative measures, develop policies and bring about paradigm changes in the way tourists care.
It must be done professionally and tourist life should no longer be the mercy of some good Samaritans among the seas of faceless locals who appear to all tourist attractions.
The PPP format is a way that has been tested in advanced ways to grow up, providing tourists with the best experience while sharing risks and rewards together, and has been tested in future advanced ways.
The author is the vice-chairman of the India-Sri Lanka Chamber of Commerce and Industry. He was engaged in discussions with IRCON in the Valley from 2006 to 2009. The view is personal
Released on June 7, 2025
