IN recent years, Bollywood has once again returned to Kashmir Valley, once a hub for Indian cinema before the unrest in the 1990s. The return of the megastar Shah Rukh Khan and his crew to the Valley, this time for the shooting of his upcoming film Dunki, directed by Rajkumar Hirani, has once again testified to the prevailing normalcy in Kashmir. It has not only excited fans but also given hope to the booming local tourism industry.
It is not just the return of Bollywood that symbolizes a transformed Kashmir, but also the increasing number of tourists flocking to the valley. The recently concluded tulip festival attracted over 3.75 lakh tourists, while Gulmarg saw over 2 lakh tourists during winters. Last year, J&K witnessed over 26.7 lakh tourist arrivals, the highest in the last three decades.
The increasing number of tourists will generate employment opportunities and boost the local economy, which was hit hard during the successive COVID lockdowns of the past four years. Union Minister for Transport and Highways Nitin Gadkari’s recent visit to inspect the ongoing work on the Zojila tunnel in Sonmarg, which will connect Ladakh to Kashmir and in turn to the rest of the country throughout the year, reflects the ongoing development in the union territory. The tunnel has further raised hopes of increased tourism and employment opportunities.
However, this newfound hope and optimism should not be taken for granted. The government and local authorities must ensure that the infrastructure, security, and amenities are in place to cater to the increasing number of tourists. The recent visit of Ranvir Singh and Alia Bhatt, who shot for Karan Johar’s film Rocky Aur Rani Ki Prem Kahani, shows that Kashmir is once again becoming the sought-after destination for Bollywood.
It is heartening to see this happening again. The valley has always been a paradise on earth, and with the reopening of one cinema and increased tourist arrivals, the omens look good for the future. Let us hope that this positive momentum continues, and Kashmir becomes a beacon of hope and prosperity for its people.
The G20 Tourism Working Group meeting in Srinagar, India, is also a significant occasion for the region. This event will provide an opportunity to showcase the potential of Jammu and Kashmir as a tourism destination not only for India but for the world. The G20 meeting is expected to bring economic gains to the region by boosting tourism. It also has the potential to establish the area as a reliable investment location.
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