Come and fall in love with the paradise again. Kashmir has been ranked the best romantic destination of India by Lonely Planet magazine, India Travel Awards 2016. Switzerland has been awarded as the best international romantic destination.
Earlier in 2012, Lonely Planet India had voted the Jammu and Kashmir state as best destination-emerging (India). In the same year, Jammu and Kashmir was declared best adventure tourism destination in the country by the prestigious Today's Traveller Magazine.The 2016 award has added another jewel in Kashmir's crown at a time when it is bursting at the seams with the tourists.
"We are in a process of image building. We have been portrayed as negative destination for pretty long. Now we have seen the change. Change is already there. People are interested in Kashmir and they want to come. There are people who have a dream in life to visit Kashmir. So that things are looking positive. When these awards come it helps us in the image building," said Mehmood Ahmad Shah, director tourism Kashmir.
Tourism players said in addition to the award there is a need to do away with the negative advisories issued by the foreign countries cautioning their citizens against visiting the valley.
"The award will certainly help to promote tourism. It would have been icing on the cake had the foreign countries lifted the negative travel advisories. But the Lonely Planet award is going to help our sector," said GM Dag, president Kashmir Hotel and Restaurant Owners Federation (KHROF).
Several western countries had issued travel advisors to its citizens not to visit Kashmir after six foreign tourists– two British, Keith Mangan and Paul Wells, two American John Childs and Donald Hutchings, German, Dirk Hasert; and Norwegian, Hans Christian Ostro – were abducted by Al Faran, a front organization of Harkat-ul-Mujhadeen, from Aru-Pahalgam in 1995.
Militants later beheaded Norwegian Hans Ostro but American John Chides managed to escape from their dragnet while there is no trace of four other tourists. Militants were demanding the release of several militants including Masood Azhar, who was ultimately released some years later in exchange of passengers of IC 814 flight.
Despite improvement in security situation, most of the western countries have not lifted travel advisories which have hit the Kashmir tourism hard with foreign arrivals dipping considerably.
Official figures reveal that 2, 16,252 tourists arrived in Jammu and Kashmir from January 1 to March 18 this year against 82,376 in the corresponding period last year. The arrivals include 5,524 foreigners against 4,494 in corresponding period last year.
"Presently bookings stand at 70 to 80 percent in Kashmir. If all goes well we hope the bookings may touch 100 in the first phase of tourist season which continues till June 20," said Dag.
