Availing MICE in PARADISE
J&K is offering a slew of MICE initiatives. Farooq Ahmad Shah, Former Secretary Tourism, Govt of J&K, and Shahnawaz Shah, Manager Marketing, SKICC, reveal more
The pristine air, the picturesque valleys, endowed with nature's numerous gifts, Jammu & Kashmir is a indeed a tourist's delight. Growth of tourism in the state has recently slowed down due to various reasons. Despite of it all, Jammu and Kashmir has numerous offerings on its platter for MICE.
Elaborating on the initiatives taken to encourage tourism in the state, Farooq Ahmad Shah says, “Our tour operators and hoteliers are already offering 50 per cent discount. From the Jammu & Kashmir Tourism Development Corporation (JKTDC), we offer 600 rooms with 60 per cent discount. For the golf courses, we offer the most affordable fee.”
CONNECTING J&K
Though many initiatives have been taken for tourism, negative news has been impacting arrivals. The state continues to battle with its image as a ‘safe' destination.
Shah adds, “Tourism industry is the backbone of the economy of our state. We can generate employment to 70 per cent of our population if tourism runs smoothly. We are grateful to the tourists that are coming to the state, mostly from the states of Gujarat, Maharashtra and West Bengal. In Ladakh, we had almost 10 per cent increase; however in Kashmir valley, though there was a decline, now it is picking up. We are the first hill station in the country to get 32 flights. Jammu is connected via 22 flights, while almost all airlines are operating to Leh.”
SERVING THE MICE PLATTER
Elaborating on the MICE initiatives he says, “We have the world class MICE centre like SKICC, Srinagar, conference facilities at Pahalgam
and Gulmarg. In Ladakh, we are building a convention centre. There are a lot of facilities for MICE tourism. There is golfing, shopping. MICE is becoming a serious focus of the state. Throughout the world, MICE is being given priority. Most MICE delegates are considered to be high spending tourists.” Giving an overview on the state, he adds, “As a tourist destination, it's the best in the country. You name any tourism product and we have it. We are the best golfer's, adventure, shopping and pilgrimage destination. Mata Vaishno devi is a famous pilgrimage destination in the country. Last year, we had 80 lakh pilgrims, going to the Mata Vaishno devi shrine. There are some amazing destinations like Patnitop, Bhaderwah, Rajouri, and Punch. Kashmir is paradise on Earth and it still holds true. It has natural tourist spots, waterways and flora and fauna. Ladakh, is famously also called as Moonland. It is one of the best adventure destinations in the country. We are concentrating on good connectivity, facilities at the tourist resorts. Some international chains are already in the state. We encourage the private investors to invest in this sector.”
SURGE IN TOURISM DESPITE UNCERTAINTY
Terrorist threats have seen a rise in many destinations around the world. But tourists still pour in to those places as one cannot predict uncertainty. The state of Jammu and Kashmir too has seen the same. Commenting on whether tourism with terrorism, has become a norm, Shahnawaz Shah, Manager Marketing, SKICC, says, “Violence wherever it happens is anti-human. But even then, the tourism has never had a halt.”
PROCURING MICE
Imagine holding your conference in a picture perfect destination, Jammu and Kashmir imitates the same. Chalking out the MICE facilities available in Jammu and Kashmir, Shah said, “We have one of the best conference centres in Srinagar, and have extended conference facilities to Pahalgam and Gulmarg also, we have a state-ofthe-art Pahalgam club, in the government sector. The private sector has also built infrastructure for conferencing or MICE tourism. Currently, conferences are held at SKICC in Kashmir. Per day, we have atleast one event/ conference at our convention centre. There are mainly domestic conferences, but, we do avail international participation from medical conferences. There are visitors from European countries and the Gulf.”
ENSURING SAFETY NET
For recreational activities after the events or conferences, tourists are ensured utmost security, reveals Shahnawaz Shah. “We ensure three ring security protection. For post event indulgence across the road, one can unwind at the golf course. In the stretch of three kilometers there are Mughal gardens, to go for a stroll. For accommodation, there are a lot of options like The Lalit and The Taj, which are just a stone's throw from the convention centre. Inside the complex of SKICC we have Centaur hotel,” he states. Golf course are a unique yet popular sport among the tourists. Talking about the infrastructure available for golf, Shah concludes, “In Srinagar we have three golf courses. One is the best in Asia, the Royal Springs golf course in Srinagar. Similarly in Pahalgam, there is the picturesque Lidder valley golf course. Gulmarg has one of Asia's oldest golf courses. In Jammu also we have added a golf course. In Leh, we will be initiating a high altitude golf course soon.”
We have the world class MICE centre like SKICC, Srinagar, conference facilities at Pahalgam and Gulmarg