The successful organization of Gool Mela at Narsingha Meadows is a strong reminder that tourism in Jammu and Kashmir cannot remain limited to a few well-known destinations. The real beauty of the region lies equally in its rural landscapes, cultural traditions, local craftsmanship and unexplored natural locations. Gool, with its lush green meadows, rich heritage and warm community spirit, has shown that offbeat destinations can become powerful engines of local development if promoted with sincerity, planning and continuity.
The overwhelming participation of thousands of people from Ramban, Reasi and adjoining areas proves that the public is ready to embrace such destinations. The mela was not merely a cultural event. It was a statement that rural areas also deserve attention, investment and visibility. For too long, many beautiful locations in the Jammu region have remained outside the main tourism map despite having immense natural and cultural potential. Gool Mela has challenged that neglect and has opened a serious conversation on destination diversification. The Directorate of Tourism Jammu deserves appreciation for taking this initiative in collaboration with the district administration. Such events give confidence to local communities and bring hidden destinations into public focus. However, appreciation must be followed by action. A mela can create momentum, but only sustained infrastructure, road connectivity, sanitation, safety arrangements, trained local guides, digital promotion and regular cultural calendars can convert that momentum into lasting tourism growth. Gool, Neeltop, Margantop, Mohu Valley and Tattapani are not ordinary locations. They are potential tourism assets waiting for serious development. If these destinations are promoted properly, they can reduce pressure on crowded tourist centres and create new livelihood opportunities for youth, artisans, transporters, homestay owners, food vendors and local entrepreneurs. Tourism should not enrich only big markets and established towns. It must reach villages, meadows, hill communities and ordinary households. The cultural performances, folk music and participation of artists gave the Gool Mela a vibrant identity. Culture is not a side attraction in tourism. It is the soul of a destination. The music, food, language, dress, crafts and traditions of a region make visitors remember a place. By showcasing local talent, the event helped preserve heritage and gave artists a respected public platform. Such efforts must continue because cultural neglect weakens identity, while cultural promotion strengthens community pride. The stalls set up by artisans, Self-Help Groups, entrepreneurs and government departments added economic value to the event. Local handicrafts, handloom products, traditional artefacts and regional cuisine attracted public interest and created direct engagement between producers and visitors. This is the right model of tourism, where local people are not reduced to spectators but become active beneficiaries. When tourism supports local products, it becomes inclusive. When it ignores local livelihoods, it becomes hollow. The participation of youth is particularly important. Ramban district has a young population that can play a major role in tourism promotion. With training in hospitality, guiding, adventure tourism, homestay management, digital marketing and environmental protection, local youth can become the face of Gool’s tourism future. The government must not allow this energy to remain unused. Skill development and tourism entrepreneurship should be taken to the ground with urgency. At the same time, the promotion of offbeat destinations must be handled with environmental discipline. Meadows, forests, streams and mountain routes are fragile. The connection of the event with the message of a drug-free Jammu and Kashmir also adds social meaning. Cultural festivals, tourism activities and livelihood opportunities can guide youth towards positive engagement. A society that creates platforms for creativity, employment and community participation naturally becomes stronger against social evils.
Gool Mela has delivered a clear message. The Jammu region has many hidden gems, and they cannot be ignored any longer. The event has celebrated culture, promoted local enterprise and projected Gool as a promising destination. Now the responsibility is to ensure that this does not remain a one-day celebration. With firm planning, community participation and administrative seriousness, Gool can emerge as a model of rural tourism, cultural pride and sustainable economic development in Jammu and Kashmir. The Directorate of Tourism Jammu, under the proactive leadership of Director Tourism Jammu Dr Vikas Gupta, deserves appreciation for promoting Gool with vision, sincerity and purpose, giving rural tourism, local culture and community livelihoods a meaningful platform for future growth.