PESTEL ANALYSIS OF TOURISM IN KASHMIR:-

Political:-

Government towards the development of tourism industry:-

The state government is trying hard to cash in on the present peace overtures
between India and Pakistan and is leaving no stone unturned in wooing the
tourists to Kashmir by announcing a whole lot of packages for them. But all
this could boomerang due to insufficient infrastructure and insanity
conditions at most of the tourist places. In spite of having all basic
ingredients for successful tourism like scenic beauty, flora and fauna,
culture, historical monuments, pilgrimage centers etc. the state has not being
suitably benefiting from the industry due to what many believe is the lack of
integrated approach between various government agencies and absence of
long term policy. last the government needs to take a serious and pragmatic
view of the situation and at the same time more awareness has to be created
among the masses in general so as to make them conscious about preserving
the beauty, which GOD has bestowed on a beautiful land.

SOCIAL AND CULTURAL ENVIRONMENT:-

Jammu and Kashmir has the distinction of having multifaceted variegated

and unique cultural blend making it distinct from the rest of the country, not
only from different
cultural forms and heritage, but from geographical, demographical, ethical,
social entities forming a distinct spectrum of diversity and diversion into
Kashmir, Jammu and Ladakh. All professing diverse religion, language and
culture but continuously intermingling making it vibrant, specimens of
Indian unity amidst and sagas, languages and mountains, embedded in
ageless period of history, speak, volumes of unity and diversity with
unparalleled cultural cohesion and cultural service. While the Kashmir has
been the highest learning center of Sanskrit and Persian where early Indo-
Aryanic civilization has originated and flourished. It has also been
embracing point of advent of bringing of its fold finest traditions of Persian
civilization, tolerance brotherhood and sacrifice. Kashmir is rightly said to
be nature‟s grand finale of beauty. In this masterpiece of earths creation
season is strong individuality vie with one another in putting up exquisite
patterns of charm and loveliness. Nature has left an indelible mark on the
fork performance of Kashmir as they are intimately interlined with the
moods and moments of seasons.

TECHNOLOGY:-

Centre has approved sanction of nearly Rs 350 crore for development of 35

projects, including a mega circuit and laser show in Srinagar's Dal lake as
part of its financial assistance to promote tourism in Jammu and
Kashmir.“The Centre has committed development of 35 more tourism
projects of Rs 180 crore to the State. Under these projects, besides
development of new tourism spots, upgradation of infrastructure at existing
tourism places would get priority The Minister said Union Tourism Ministry
has also approved mega circuits for Kashmir, Jammu and Ladakh, each
costing Rs 50 crore for promotion of pilgrim tourism. The Centre has also
sanctioned 14 mega tourism projects worth Rs 73.50 crore for Jammu and
Kashmir during the last three months with the aim of creating tourist-related
infrastructure and conserving heritage sites in the state. These projects
include conservation of heritage corridor of Jamia Masjid, Srinagar, and
Construction of TRC at Yousmarg, budgeted accommodation at Aharbal,
Construction of
Kashmir Haat at Chinar Bagh Srinagar, Development of picnic spot at
Pahalgam, Sarbal Lake at Verinag.

Besides, the department has developed a web portal “e-tourism” that is

under the development process. It would help tourists from all over the globe
to get connected with the department with ease.

LEGAL ENVIRONMENT:-

The state of J&k faces tremendous environmental problems, yet there is a

social awareness of the problem. The renowned Dal Lake along with the
other lakes in Kashmir like Anchar and Wullar which have served as the
main attraction for the tourists, are now dying lakes. The funding has seen
extreme mismanagement by bureaucrats. The press has repeatedly
highlighted this issue but to no avail. In addition the forests which covered a
third of land are now severely depleted. This ecological imbalance has
threatened the irrigation of crops.

The main objectives of organization are:

1. Protect the environment by preserving forests, lakes and rivers.

2. Educate public on the importance of healthy environment.
3. Organize seminars, debates, rallies and symposia.
4.Taking legal actions against those harming the environment.
Some of the important industries of the Jammu and Kashmir
state have been concisely described in the following paragraphs:
1. Silk Textile:
Silk textile is one of the most ancient industries of Jammu and Kashmir
state. Kashmiri silk-goods are renowned the world over for their quality,
colour and shades. There are historical evidences which prove that silk
fabrics were used to be exported to Persian, Greeks and Roman empires.
During the medieval period, the Mughals were the great lovers of silken
clothes. They patronized this industry in the Valley of Kashmir.

According to the data of 1995-96, silk industry and its allied activities
provide employment to about 2.50 lakh people and, contribute about Rs.
six crores (60 million) to the income of the Jammu and Kashmir state. It
also provides raw material for shawl making, carpet, gabha, namda, hosiery
and embroidery making. Moreover, it helps in the utilization of culturable
waste and less productive tracts for the various activities of silk textile. The
number of persons engaged in the various activities of silk has been given in
Table 9.1.

It may be observed from Table 9.1 that silk textile provides employment to
about 3.1 lakh workers. About 85 per cent of the workers are busy in
silkworm rearing and grainage. There are 1,150 skilled and unskilled
workers who are employed permanently in silk textile. The modern silk
factory consists of several sectors.

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The basic units comprise of:

(i) Farmers, rearing silkworms and production of cocoons,

(ii) The second unit is the manufacturing of silk fibre and cloth.

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There are two silk factories in the state. One of them is located at Jammu.
The Department of Sericulture Development which produces improved
varieties of silkworms takes care of the mulberry trees. The Rambagh Silk
Factory was established in May 1897 by Raja Ranbir Singh under the
supervision of Malton. The annual production data of the Rambagh Silk
Factory have been given in Table 9.2.

The Rambagh Silk Factory produces about 50 thousand kg of raw silk

annually. The silk production, however, fluctuates between 37,361 kg in
1982-83 to 57, 850 kg in 1991-92. The production of silk products largely
depends on the availability of mulberry leaves, the main food of silk-worms.

There are various categories of workers in the Rambagh factory who

perform different functions. The number and proportion of workers who
are engaged in various activities of raw silk production in the Rambagh Silk
Factory have been given in Table 9.3.

ADVERTISEMENTS:

It may be observed from the Table 9.3 that about one-third of the total
workers (33.68%) are the spinners, about 23 per cent are storekeepers and
about 18 per cent are the cooks. The remaining about 25 per cent workers
are the cleaners, knotters and reminders (Table 9.3).

Agriculture in Jammu and Kashmir State, despite favourable geo-climatic

conditions is not developing at the desired level. Apart from the vagaries of
weather, competition from artificial silk is posing serious problems for silk
industry as the synthetic fibre is cheaper to that of pure silk fibre.

Other problems of the industry include, low productivity, and the inferior
quality of cocoons. High cost of production, absence of marketing agency
and the fluctuating demand for silk are the other serious problems of the
industry.

2. Carpet-Making and Woolen Textile:

Carpet-making is one of the oldest industries in Kashmir. Kashmiri carpets
are famous all over the world for their excellent designs and natural
patterns. Though carpets are made in almost all the towns of the valley,
their major factories are in and around the City of Srinagar.

In the manufacturing of Kashmiri carpets, the warp is drawn in cotton,

while the leaves and texture, leaving a fluppy pile is done by wool, silk and
synthetic fibres. The number of knots per sq cm/inch determines the
quality and value of carpet, together with the quality of yarn, dye-stuff and
finish. Kashmiri qaleens (carpets) are manufactured by the government
undertakings as well as by the private manufacturers.

Some of the important carpet manufacturing centres in Srinagar are, the

Cottage Industry Exposition, C.A.E. Carpet Factory, the Kashmiri Carpet
Factory, the East-India Carpet Factory, the Oriental Carpet Factory and the
John Carpet Factory.

In most of these factories, children and teenagers from the poor families are
employed. These workers get low wages. Having inadequate nourishment,
they work under unhygienic conditions. Consequently, their health,
efficiency, literacy and education are adversely affected.

About 75 per cent of the total carpets production is exported to the

countries of Middle East and North-West Europe (U.K., France,
Netherland, Germany, Denmark, Italy and Belgium). Carpet export is one
of the leading items of foreign exchange earners.

Carpets-making has many allied and ancillary crafts and cottage industries.
Namda and Gohha are the special types of woolen carpets, generally used
by the Kashmiris to combat cold. Namda is a type of felt made of raw wool
and cotton mixed in different proportions according to their grade and
quality.
The average size of Namda is 1 m x 1.5 m. Srinagar City is the main centre
of Namda manufacturing. Gabba is relatively large in size, being about 1.75
m x 2.50 m in dimension. Gabba is made of coarse wool in black, red,
yellow and green colours combinations. The Gabba of Islamabad
(Anantnag) are famous all over the country and abroad.

Apart from carpet-making, there are two woolen textile factories, one each
at Karan Nagar and Bemina in the City of Srinagar. The wool textile factory
of Naushahra (Srinagar) procures fine quality of raffle, utilized mainly for
shawl making. Woolen hosiery goods are produced in the Jammu City.
About 900 workers are engaged in the woolen textile industry in the state,
fetching about Rs. 3 crores (Rs. 30 million) annually.

In 1994-95 about 82 thousand people were employed in the carpet-making

and about 10 thousand in Namda and Gabba making. Thus, carpet-making
is an important employment generating industry.

The industry is however, facing a number of problems as the developed

countries (Canada, U.S.A., Germany, France, U.K. etc.) have banned the
import of Indian carpets produced by children. Apparently, the objective
seems to stop the exploitation of child labour. This policy of the developed
countries is however, coming in the way of growth and development of
carpet industry in the state of Jammu and Kashmir.

3. Forest-based Industries:
ADVERTISEMENTS:

The state of Jammu and Kashmir has about one-third of its total area under
forest. Most of the forest species in the higher altitudes belong to the coni-
fers, while in the lower altitudes pine and deciduous broad-leaves trees are
more prominent. These forests provide raw material to a number of forest-
based industries. Paper, pulp, match, delicate boxes, sports goods (cricket
bats), furniture, joinery, toys, artifacts and decoration pieces are some of
the agro-based industries well developed in the Valley of Kashmir.

Although a number of joinery mills have been established in Srinagar,

especially along the Srinagar-Baramulla Road, Pampore, and Jammu,
sports goods are being manufactural at Miran-Sahib (Jammu) and in the
villages of Anantnag District. There is an urgent need to develop forest-
based industries in the state on a scientific basis.

The willow, mulberry and walnut trees can provide raw materials required
for the development of sports goods, furniture, and wood-artifacts. Nearly
5,000 workers earn their livelihood from the forest-based industries and
their annual production amounts to more than Rs. 5 crores (Rs. 50
million).

Forest also provides turpentine and a variety of resins, used is several

chemical industries. Resin is collected from the pine trees of Jammu and
Kashmir Division. It has diversified properties. Lac obtained from the
forests can be utilized for the manufacture of polish, gramophone-records,
adhesive, printing ink, etc. The resin processing and manufacturing centres
are situated at Miran Sahib, Sunderbani, and Rajauri. These three factories
employ about 450 workers and produce resin worth Rs. 10 lakh.

ADVERTISEMENTS:

The carpenters of the villages are extremely adroit and do excellent work.
Some of the lattice-work and carving of the shrines is very beautiful, and
argues a strong artistic instinct. The skill of the carpenter is the more to be
admired when one considers the primitive and indigenous tools with which
he works.
With a kind of small hammer, half adze (Tur), and chisel (Turats), the rural
carpenter executes any work which his client may require. Allied to the
carpenter are the axemen and sawyers. The Kashmiri prefer axe-cut timber
both for houses and boasts, and a boat made of axe-cut timber fetches more
than one made of sawn timber.

The basket industry is also of importance. Most of the villages have their
artisans who make the necessary basket, and baskets for agricultural
purposes, and the Kiltas used for the transport of apples and for rough
village work.

The Kashmiri carvers are well-known for their skill in woodwork. The
skilled carpenters prepare beautiful ceilings with perfect designs which are
cheap and effective as well. This type of ceiling is known as Khatamband.
The shrine of Naqshbandi and that of the tourists reception centre are some
of the excellent examples of Kashmiri woodwork.

The boat industry of Kashmir is also of great importance. The Hanz or

Hanji, as the boatmen are called, are the boat-dwellers in the various water
odies. The boat industry is quite old in Kashmir. Now forest conservancy
and reduction in forests area have made good quality Deodar wood very ex-
pensive which is coming in way of development of boat industry.

4. Agro-based Industries:
The state of Jammu and Kashmir has an agrarian economy. In fact, agricul-
tural products not only yield over 50 per cent of the states Gross Domestic
Product (GDP), it provides raw materials to a number of industries. Fruit-
canning, edible oil extraction, flour mills, rice-husking factories, bakery and
alcohol preparation draw their raw materials from agriculture.
The plain areas of the Jammu Division and the Valley of Kashmir produce
huge quantities of rice. Over 60 per cent of the total population of the state
is rice eater. Consequently, there are numerous rice-husking factories in the
state, situated mainly in smaller towns of the rice growing areas.

The rice mill of Barbarshah (Srinagar) is quite large. A modern rice factory
was established at Laithpora (near Pampore) in 1981. The rice husk and rice
bran are used for the extraction of fatty oil which finds application in soap-
making industry.

The Valley of Kashmir has large tracts under apples, almond, walnut,
cherry, peach and pear orchards. Transportation of these perishable fruits
to the distant markets by roads is quite expensive. The processing of fruits,
making jam, jelly, juice, etc., is an important industry in the state.

Numerous fruit processing and canning factories have been located in

Baramulla and Anantnag districts. The Food Corporation of India (FCI) has
to take initiative towards the establishment of more food and fruit
processing factories.

5. Papier Mache:
Papier mache is made from the pulp of paper. The lacquer-workers apply
their beautiful designs to smooth wood. These designs are very intricate,
and the drawing is all freehand. The pen-boxes (qalamdan), tables, cabinet,
trays, boxes are the main articles of papier mache. Papier mache still has
great national and international market. After 1989, papier mache suffered
as the disturbed political conditions discouraged the arrival of tourists.
Papier mache industry is largely confined to the City of Srinagar and its
adjacent areas.
Kashmir is well known for the production of leather goods. In many of the
villages around Srinagar, Islamabad (Anantnag), Baramulla and Badgam,
hides are prepared by the Watals and then are sold in the markets of
Srinagar where they undergo a refining process.

Skins are brought in raw, and are prepared in the city. It is claimed for the
leather of Srinagar that saddles last forever. Kashmir has a good reputation
in furries. The recent law for the protection of game, under which the sale
of skins and horns is prohibited, has curtailed the business of furries. In
addition to these, the Kashmir and Jammu artisans have great skill in the
manufacturing of copper utensils, shawls, pottery and basket making.

6. Cement Industry:
The raw materials for the manufacture of cement are calcareous and argil-
laceous materials. These are mixed in suitable proportions to form the raw
mix limestone, gypsum, coal; bauxite and clay are the main ingredients of
this industry. Limestone and gypsum are available in large quantities in
Baramulla and Anantnag districts.

The Wuyan Cement Factory is the largest cement supplier to the Valley of
Kashmir. This cement factory was established in 1962 to which raw mate-
rial is supplied from Uri and Baramulla areas. This factory provides
employment to about 275 workers and produces about 2,000 tonnes of ce-
ment annually. In 1982, a large cement factory was established at Khrew.
This factory is known as the J & K Cements Ltd. Khrew. There are more
than 500 workers employed in this factory producing about 600 tonnes of
cement a day.

There are several chemicals manufacturing units, tiles factory (Pam- pore),
lignite briquetting plant (Shalateng) glass-making and electric goods
manufacturing units in the state. The Hindustan Machine Tools watch
factory was established at Zai- nakot in the 1970s. There are about 1,500
workers who are employed in this factory. It produces about five lakh
watches annually. The Indian Telephone Industry has been established at
Hyderpora (Srinagar). It is a branch of the Indian Telephone Industry,
Bangalore which produces telephone parts and accessories. It is a small
unit in which about 150 persons are employed.

7. Industrial Complexes:
Since 1980, the Government of Jammu and Kashmir state has been paying
adequate attention towards the establishment of agro-based, forest-based
and mineral-based industries. The State Industrial Development
Corporation has established a number of industrial complexes at Rangreth,
Khunamoh and Doabgah in Kashmir and at Bari Brahman in Jammu.

The Rangreth factory assembles television sets, radios, transistors, elec-

tronic clocks, stabilizers, electric blankets, tape recorders and jewels for
watches. Joinery articles, matches, automobiles batteries and tiles are
manufactured at Khonamoh.

Bari Brahmana has become an important industrial complex of Jammu,

producing detergents, resin products, vanaspati, steel rollings, scooters,
textiles, sunmica, paper, pistons, hosiery, electric goods, light machines,
rubber and plastic goods, chemicals, drugs, paper, printing, and transport
goods.

There are assorted cottage industries in the towns and villages of the state
Leather processing, shoe-making, oil pressing, pottery blacksmithy,
carpentry, bee-keeping, basket-making, soap-making, fruit preservation
etc. are the main cottage and small scale industries in which the rural
population in finding employment.

The state of Jammu and Kashmir has not seen much of industrial growth.
The industrial underdevelopment is mainly owing to the non-availability of
basic minerals and lack of infrastructural facilities. Industrial complexes
are however, slowly emerging.

The development of new power projects, widening of road-network and

coming up of the state on the railway map of the country have helped in
creating a conducive atmosphere for the growth and development of
industries. A number of industrial areas have been set up and various steps
are being taken to help the development of industries. The number of
registered factories has gone upto 876 and about 5,600 are the small scale
industries in 1998.

Agriculture

Jammu and Kashmir is a hill state having varied topography and great diversity in cultural,
social and economic practices of its different regions. However, agriculture remains the
backbone of the economy of Jammu and Kashmir with over 65 percent of its population
depends on agriculture and allied sectors. These sectors contribute around 27 percent to the
State's income.

The diversity in physiographic features, agro-climatic variations at macro and micro level,
existence of cold arid, temperate, inter-mediate and sub-tropical zones within a small
geographical area of 2.22 lakh square kilometers, speaks volumes about the vast agricultural
potential in the State.

Though, the large diversity in agro-climatic conditions of the State is conducive for propagation
of diversified farming system, the terrain at the same time is tough and accessibility to a greater
part of the region is poor. This causes a lot of hurdles to the inhabitants in provision of inputs,
products and level of literacy and awareness.

Over the years, the agriculturists and farmers have adopted several area specific and time
specific cultivation practices to meet the requirement of their staple food crops. Rice, maize,
wheat, pulses, fodder, oil seeds, potato and barley are the main crops of the region.
The farmers are now diversifying to cash crops such as flowers, vegetables, quality seeds,
aromatic and medicinal plants and mushrooms etc round the year. Honey-bee keeping, fodder
intensification, production of quality saffron, basmati rice, rajmash, off-season vegetables,
potatoes etc are also practiced in specific areas, belts and clusters depending upon their agro-
climatic suitability.

However, still state is facing the low productivity of all agricultural crops and there is massive
deficit in its own production of food grains (40 percent), oil seeds (70 percent) and vegetables
(30 percent). The net sown area of 7.52 lakh hectares (2004-05) is 35 percent of the reported
area as against national average of 46 percent.

Over 70 percent of the Net Sown Area is under food crops and the area under fruits is a little
over 13 percent. Viability of agriculture as a profession is presently affected capital inadequacy,
lack of infrastructural support and controls on movement, storage and sale etc of agricultural
produce. Dwindling water resources too is a major challenge as only 42 percent of the cultivated
area is under irrigation.

Hilly terrain puts limits to mechanical farming and transportation of Products, especially
horticulture produce. Fragile soil in hilly areas is susceptible to soil erosion and a single cropping
season is available in temperate and high altitude areas.

Within the State, Jammu division itself is a home for large diversity in physiographic features;
cultural richness, agro-climatic variations etc again underline the vast agricultural potential in
the division.

Net irrigated area in the region is just 24 percent and double and multiple cropping is followed
on a larger scale in the intermediate and warmer plain sub-tropical areas. Wheat, maize and rice
crops grown in about 250, 000 hectares 210,000 hectares and 110,000 hectares area respectively
are the major cereal crops of Jammu division. Basmati rice and rajmash (pulses) are valuable
cash crops of the region. Vegetables, oil seeds, spices and condiments, aromatic and medicinal
plants and fodder are also grown in specific areas of the region

MARKETING STRATEGEIS FOR PROMOTING TOURISM IN KASHMIR:

Promotion through diversification of tourism product:Kashmir is potentially rich in tourism and is having an ability

to offer almost all forms of tourism, it is important to diversify the tourism products here so as to gain new market

and give boost to industry. With competition increasing day by day and travellers exploring new destinations, it is

important to diversify existing tourism product in order to keep tourism market maintained. The diversification

and alteration of existing tourism products can be crucial for the competitiveness and sustainable development of

tourist destinations. Various forms of diversified tourism products that can be an opportunity and promotional

strategy for tourism industry of Kashmir:

a) Niche tourism

b) Extending adventure and sports tourism activities to destinations Pahalgam, Sonmarg, Doodhpathri, Gangbal

etc.

c) More stress on promotion of cultural and heritage tourism as Kashmir has strong significance of culture and also

home to much number of heritage sites and monuments.

d) Promotion of tourism through cultural activities like folk music concerts, cultural dance, and exhibition of

cultural dresses, and food festivals as Kashmir is world famous for its cuisine.

e) More promotion of religious tourism as Kashmir has roots of respected religious scholars and is home so many

shrines, temples and gurduwaras.

f) Since Kashmir is already famous for Amarnath Yatra, and devotees visit in large no. TA/TO can explore the

opportunity of adding some cultural events or visiting to other religious places like KherBawani to their itinerary.

g) Advent and more stress on increase in water/river tourism as Kashmir is have abundant water resources.

Offering activities like rafting, jet skiing, motor boating etc on large scale can attract huge number of tourists.

h) Mountaineering courses and expedition is recent trend among the youths, with towering mountains all around,

the marketing of such expeditions can result a huge tourist inflow.

i) Reduction or offering discounts the prices of package in during off season in order to attract tourists.

j) Destination like Pahalgam should be accessible to tourists round the year so that tourists get an opportunity to

visit other places apart from Gulmarg and it will also maintain carrying capacity of Gulmarg.

Promotion of Kashmir as a safe, secure and with most offerings for tourism can be done throughout with various

initiatives by DOT (directorate of tourism) or MOT (ministry of tourism). Various possible ways of promotion are;

Road shows in tourist generating markets.

Weekly bulletins.
Inviting foreign or domestic stakeholders of tourism industry.

Collaborations with different tour operators across the globe.

Campaigns like “incredible India or athithi devo bawa”.

Special discounts or customised tourism activities for college or university students.

Online promotion.

Journals, magazines and print media.

Word of mouth.

Role of media: Media plays a vital role in boosting the tourism, as Kashmir has been projected as conflict zone.

Therefore positive and true news of ground situation can help in revival of tourism in Kashmir. The media can take

positives from Kashmir (like the way locals help amaranth shrine pilgrims) and present them to the world which

can lessen the fear psyche among people intending to visit here and will eventually boost tourism sector. The huge

potential for range of tourism activities that Kashmir has could be promoted through media.

Infrastructural development: The infrastructure development is one of important factor for increasing the tourist

inflow. The sound infrastructure helps to cater more tourists in best possible way. There is a need to develop the

railway networking that can help low end tourists to visit Kashmir, and can increase accessibility