Branding Adventure Tourism

GKNN
Srinagar, Publish Date: Jan 20 2019 11:31PM | Updated Date: Jan 20 2019 11:31PM
Branding Adventure TourismRepresentational pic

The Jammu and Kashmir Bank calendar for the year 2019 displays the various activities of adventure tourism for which Kashmir has unlimited scope. It is the most practical and efficient way of marketing all the possibilities for this type of tourism in Kashmir. The calendar goes all over the country through the branches of the bank and may even be taken abroad by Kashmiris in various foreign lands. It also stays on the walls for the whole year. The initiative of the bank in this regard is unique and appreciative. One of the major chunks of the present tourism market is the adventure tourism or the active tourism. This type of tourism involves physical activity in a tourist destination. Some of the most popular activities are mountaineering, trekking, white water rafting, skiing, cross country skiing and ski mountaineering and a host of other thrilling sports. Fortunately, Kashmir has an unlimited scope for development of this type of Tourism. In the words of the adventure lovers Kashmir is the ultimate destination. Many of our areas are even unexplored. Moreover, there are very few people on different trails. This is a big advantage compared to Nepal and other places where there are huge crowds of adventure lovers. Some of the most known places for adventure activities are getting overcrowded. One of the many other qualities of the adventure tourism is that the activities do not take place in populated areas or towns. Most are in wild nature unaffected by the situation which is prevailing here. For instance, right now Gulmarg is full of skiers. In fact, like Goa, Gulmarg could be promoted as a charter destination. Recently a skating championship was held there. The slopes there can easily hold many regional and even international skiing events provided the facilities are upgraded. On a long term basis there is the possibility of introducing winter sports in Pahalgam, Sonamarg, Yusmarg and many other places. Some years back, Adventure Tourism used to be the main thrust area of the State Tourism Department. In fact, in the turmoil of nineties when entire leisure tourism had come to a grinding halt, heli-skiing was going on at Gulmarg and Sonamarg. A large number of foreign tourists were participating in this activity. It would be useful if the Tourism Department renews thrust in this particular area for which the lead has been given by the J & K Bank.

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