Editorial . . . . . . . 

After several months of lockdown, it is now used to characterize the angst-filled demand for travel. Professionals in the hospitality sector confirm this pattern. Retaliation tourism reached its highest point this year despite there being no lockdowns, travel restrictions, or safety precautions in place. Intense tourist activity shall be lasted for several months, beginning in early March, making it a bumper season. Only unanticipated weather circumstances, along with the transportation delays brought on by landslides and roadblocks, caused the people to decline. According to statistics from the J&K tourism department, March 2022 broke the 10-year record for tourist arrivals in Kashmir, indicating that the tourism industry is on the rebound. According to the Union Tourism Ministry, 1.42 lakh tourists visited J&K in February alone. The busiest day in the valley’s history, April 4, this year, saw 15,014 passengers fly in and out of Kashmir on 90 aircraft, according to data from Srinagar International Airport. After over 11 years, Jammu and Kashmir, and the United Arab Emirates were finally connected by the five flights per week between Srinagar and Sharjah that Go First had received approval for and launched on October 23 of last year. Lt. Governor J&K established the J&K Tourism Village Network under Mission Youth, which turned 75 UT villages famous for their historical relevance, picturesque beauty, and cultural importance into tourist destinations. Youth-led sustainable tourism initiative of course will strengthen rural economy & community entrepreneurship, empowering youth & women by providing direct & indirect employment opportunities. There is an urgent need to adopt best practices recognizing the uniqueness of each village and showcasing the landscapes, indigenous knowledge systems, cultural diversity & heritage, and local values & traditions, besides encouraging film shooting, sports tourism and offering financial incentives as well as ensuring a digital platform to all these villages besides focus on a religious tourist map to attract more tourists in Jammu region also. With a special focus on the tourism sector, the region has started witnessing significant growth in terms of the increased number of tourists and the creation of tourism-related infrastructure.

Moreover, Jammu & Kashmir needs to concentrate on sustainable tourism. Tourism, by its very nature, cherishes the things that are most valuable in our biosphere: breath-taking scenery, animals, history, culture, and people. By generating high-quality jobs, business opportunities, and funding for conservation, tourism may help the local economy thrive. However, poorly managed tourism can have detrimental effects on nearby communities and ecosystems, causing long-term issues for locals and ultimately contributing to a fall in tourists in the area.
A balanced ecology and sustainability are frequently linked. The demands of the present are met by the development process. All of this without having an impact on how well future generations can meet their own demands. The economic, social, and environmental effects of this type of tourism are fully considered. It has a good impact on the entire environment in addition to just visiting a location as a tourist. Committing to sustainable tourism has numerous positive effects, but the three most crucial ones are: protecting the environment, enhancing the destination’s economy, and assisting local people. The number of visitors should no longer be our primary concern as we plan and run tourism-related activities; instead, we should be concerned with safeguarding natural habitats, wildlife, and resources; providing authentic tourist experiences that honor and preserve heritage and culture; and, most importantly, creating socio-economic benefits for neighbouring communities through employment and income-generating opportunities. Finally, in order to draw domestic and international visitors to J&K, we need to develop the appropriate narrative and perspective for people and act responsibly to convey the appropriate message. Moreover, tourism activities and their development should not be focused on one region or one particular area as beauty is scattered all over the UT of Jammu and Kashmir which needs to be explored and exploited with a socio-economic model. In recent times, the LG administration has taken a lot of initiatives that need all praise.