Border Tourism

A Report Recognising The

Potential Areas For
Tourism In The Border
Areas Of Jammu
Submitted to

Dr.parikshat singh manhas

Submitted by
Anayat Ali.
Sonika Prajapati
Mandeep Singh kapoor
Abhishek Jandiyal
Rahul Dhar

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 1. INTRODUCTION

We must not cease from exploration and the end of all our Exploring will be to
arrive where we began and to know the place for the first time.

-T.S.Eliot

1.1Introduction

Over the past 2 decades the pligramage to Shri Mata Vaishno Devi Jee in Jammu province has
emerged as a major generator of tourism to the state. With the development of katra and other
places enroute to darbar by the state authorities and Shri Mata Viashno Devi Shrine Board,
respectively, the number of pligrims visiting the holy shrine has incresed from 13.86 lacs in
1986 to 52.17 lacs in 2000 and 62.30 lacs by the end of 2005. This has simultaneously opened
up other tourism avenues in the region as the pilgrims like to visit other nearby tourist stations
after performing the pilgrimage.Inorder to spread the benefits of the yatra ,the department of
tourism,j&k state proposes to develop a number of locations in jammu district for attracting the
vaishnodevi pilgrims.In this connection keeping in view its potential the state govt. has decided
to develop Nai Basti Gulabgarh located near the border post on the road connecting Jammu with
Sialkot in Pakistan as a Tourist Village.This is expected to augument the capacity of the local
inhabitants to earn livelihood and improve the overall economy of the village.

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CONSTRUCTION PROJECT FOR STRENGTHENING OF TOURIST
INFRASTRUCTURE.

1. Name of the state union territory : Jammu and Kashmir

2. Name of project : development of Nai Basti Gulabgarh as

Tourist Village.

3. Exact location of the project and : a) location 28 kms from Jammu city on

Access route of rail/road/air R.S. Pura block.

b) Well connected 8 Kms from R.S.Pura

block.

c) 24 Kms from Jammu Airport.

d) 29 Kms from Railway Station Jammu.

1.2 LOCATION, BACKGROUND AND TOURIST POTENTIAL OF THE NAI BASTI-

GULABGARH VILLAGE

Village Nai Basti-gulabgarh located on the Indo-Pak border 28 kms away from the district
headquarters of Jammu and the buses daily ply from Jammu to R.S.Pura to Nai Basti-
Gulabgarh. The total population of the village Nai Basti-Gulabgarh is 500 approx of which 260
male and 240 female. This also includes small no. (50) Of scheduled caste and scheduled tribe
population.

In close vicinity are the “Gharana and Abdullian wet lands where migratory birds of a number of
varieties flock adding to the attraction of the village.The road to Nai Basti-Gulabgarh from
Jammu follows the train route as it existed prior to 1947 and a number of old buildings forming
part of the earth up hills railway infrastructure can be seen on the way.The main road linking
this village was once the bus route from Jammu to Pakistan’s city

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 Gharana Reserve Wetland

Sialkot that is 11 kms from this village and presently the route comprising of BT specialisation
linking both the countries and UNO officials move on either side through this route. Earlier
there was an octroi post at this point.

Nai Basti-Gulabgarh village is famous due to its location on the international border and the
border post on the old Jammu. Sialkot road which is visited often by the residents of Jammu to
peep across the border from the BSF post.

Octroi post

An old temple with lot of open space and a peer baba is also situated near the zero line and lot of
beliefs of the people are connected with the temple and the peer Baba. Local people come here

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regularly to pay their homage at both the religious places. These two holy places may attract the
attention of tourists.

Radha Krishna temple

Hanuman Temple

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 Peer Baba

An old well of the Mharajas time is also situated in the temple premises.Lot of beliefs of local
people are connected with this temple.This well is presently not functional and is in shabby
condition and needs repair/innovation.

An old well An old Sarai

Within the temple complex there is an old Sarai, where the travellers used to halt enrouted
Sialkot. It is wrecked and needs renovation.

Some other potential sites which can be developed as attractive tourist spots are as follows:-

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Old Railway Station: it is an old small railway station in wrecked state. It is a small structure.
There is lack of open space. The premises can be expanded. It can be developed as a train
museum (use of toy-trains).

Old railway station

Old Tehsil Building: there is an old Tehsil building which needs some renovation and
development.Banyan tree and its stone carved base can be modeled to present a Choupal scene
with puffing Hukka and playing cards.

Old Tehsil building

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Taali Morh: This spot is famous for Taali wood work. Treat for visitors to carry local crafted
artifacts made of Taali.

Taali Morh and wood work

Raghunath Temple: Exotic Wall Paintings using natural colors used enhances the beauty of
this temple. It is of historical importance as it conations bullet ridden walls.

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 Raghunath temple and wall paintings

Panchyat Ghar and a community hall are also constructed in the rural development complex in
the village. A Ttourist Reception centre has been proposed near the Panchyat Ghar in the
complex for which sufficient land is available.The existing Panchayat Ghar and Community
Hall may serve for the purpose of additional accomodation for the tourists visiting the site

The area is also famous for “Milk Products and special basmati Rice”. it has a vast potential
for the development of border tourism and if the necessary facilities are made available a chunk
of the tourists visiting Mata Vaishnodevi Ji can be diverted to experience the thrill of peeping
across the borders and thereby extend their stay within the state at least by half a day and spread
the economic benefits of the yatra to this area.

Nai Basti-Gulabgarh is connected by sub-district roads with R.S.Pura and Jammu city, the
former being the Basmati Rice belt of the state and the latter being the railway station, Airport
and latter a major transit station for the Mata Vaishnodevi Ji yatries. It is pertinent to mention
here that the work of up gradation of jammu-R.S.Pura-Suchetgarh road to 4-laning is already in
progress by PWD under central road fund scheme. The road leading from Nai Basti-Gulabgarh
to adjoining village Suchetgarh is also taken up under “PMGSY”by the PWD. Thus the yatries
after completing the pilgrimage will also visit Nai Basti-Gulabgarh, if necessary infrastructure
and facilities are provided here.

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 2. OBJECTIVES & STRATEGIES OF THE PROJECT
__________________________________________________________
2.1 OBJECTIVES

a) To derive economic, social and aesthetic benefit for the inhabitants from the
pilgrimage tourism.

b) To increase the flow of tourists from both within and outside the state.

c) To initiate location specific models for community tourism enterprise.

d) To build capacity, strong community and private partnership enterprises

e) To facilitate innovative and promising rural tourism initiatives

f) To promote community owned culturally expressive and environmentally

sustainable tourism

g) To use the tourism as a means for creating new sustainable livelihood potential

h) To create suitable potentialities, to increase the average duration of stay by

tourist & visitor in the state.

2.2 Justification of the Project

(a Existing Amenities Name of Name of No. of Occupancy in

) the unit the unit the beds previous year

(i) Accommodation please Nil Nil Nil Nil

indication regarding hotel/rest
house.

(ii) Restaurants cafeteria Nil Nil Nil Nil

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(b) No. of tourists who has visited the proposed location in the last three years is about one lacs.

(c) Mainly attraction for the visitors as it is situated on the zero line of Indo-Pak border and
main route of movement of UNO officials to other side.

(d) Total central assistance sought is Rs. 50.00 lacs.

2.3 TARGET GROUP BENEFICIARIES

The primary target beneficiaries are the rural poor especially women, SC/ST people, and the
village community as a whole. Farmers, Artisians and other members of the village will be
benefited through endogenous tourism.

2.4 STRATEGY

To remove the backwardness of the village, it is very significant to develop the area as a tourist
village. The main occupation of the people is mostly agriculture, the people due to constrained
sources of income lesser facilities cannot provide good food/education to their children,
therefore the activities like training needs to be developed to generate employment and to
strengthen them. The Department of tourism intends to provide input facilities to the villagers by
organizing training in the field of handicrafts and handloom. In the handicrafts fhoolkari, calico
printing & tilla embroidery centers will be introduced and in handlooms the training in the
weaving of bed sheets, kulupatti and towel making will be imparted. An amount of Rs. 1.50 lacs
is proposed for each training programme.

Besides other training , short term training courses would also be organized in the field of
cutting and tailoring, boutique, photography & bakery for the candidates of the village so that
after obtaining the training they could earn their livelihood and also serve to the community. An
amount of Rs. 0.50 lacs is proposed to conduct each short term training programme.

To enable the locals to establish an Ayurvedic/Yoga/Natural Care training centre not only for
treatment of diseases but also is a preventive and promotive health care as also a means of

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livelihood. An amount of Rs 1.50 lacs is proposed for materials and equipment, for one year
course.

For the revival of dance and drama group, the villagers who are expert in folk songs and dances
will be organized in groups and they will be imparted training by the professionals to update
their skill so as to put their talent in to use during Melas, festivals and fairs of the village for
which an amount of Rs.1.50 lacs is proposed.

To make potential tourists aware of the people of the village of Nai Basti-Gulabgarh publicity
material will also be developed, so that the tourists visiting the village acknowledge the
importance and culture of the village which can only be possible by publishing such as printed
material, documentation with camera and computer, projectors, painting of walls of the village,
hosting of web page on tourism website etc. an amount of Rs.2.50 lacs is proposed.

During the year of implementation of scheme two awareness Programmes needs to be organized
sensitization group discussions, orientation of Panchyat members, management committees,
leaders of self –help groups. An amount of Rs.0.25 lacs is proposed to meet the expenditure for
each programme.

To celebrate the fairs and foods festivals in the village during June and December at the time of
congregation an amount of Rs.1.00 lacs is proposed to meet the expenses.

Training in tourism services viz a viz reception , hospitality , housekeeping also needs to be
impaired from the tourism point of view , besides training programmes for taxi drivers , guides
shall also be arranged . Amount of Rs.50 lacs are proposed to meet the expenses two such
programmes are recommended during two years.

To conduct monthly meetings with Panchyat Simities and Management Committees an amount
of Rs. 2000/- is proposed for each monthly committee meeting for 2 years. An amount of Rs.50
lacs approx is proposed to meet the expenses for two years.

This UNDP Endogenous tourism software project along with the GOI rural tourism hardware
scheme will be implemented with the following strategies.

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1. To attract pilgrims who visit the state for the Vaishno Devi Je pilgrimage.

2. Facilitate capacity building for kill up gradation and sustainable income generation activities.

3. Maintaining gender equality and strengthening of decentralization

4. Encourage local material based production activities.

5. Community participation with private partnership activities.

2.5 GOI ENDOGENOUS TOURISM/PROJECT IMPLEMENTATION COMMITTEE.

1. District dev. Commissioner , Jammu - Chairman

2. Project officer , DRDA , Jammu - Member

3. Asstt. Commr. Development , Jammu - Member

4. Jt. Director Tourism, Jammu - Member Secy.

5. Community representative estate - Member

Owner (to be nominated by the

Project committee)

6. S.E PW(R&B) Department , Jammu - Spl Invitee

7. C.P.O Jammu - Spl Invitee

8. Executive engineer , PDD , Jammu - Spl Invitee

9. Executive engineer , PHED, Jammu - Spl Invitee

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10. Asstt. Director handicrafts , Jammu - Spl Invitee

11. Distt. Information officer , Jammu - Spl Invitee

12. Divisional forest officer (T), Jammu - Spl Invitee

13. Chief horticulture officer , Jammu - Spl Invitee

14. L.B.O , S.B.I , Jammu - Spl Invitee

15. District youth services & sports - Spl Invitee

Officer, Jammu

2.6 MONITORING MECHANISM

At the district level project implementation committee under the chairmanship of the
development commissioner and representatives of tourism department, various other
government departments, NGO’s and community representatives will monitor the project
activities. Subsequent Mid term evaluation will be conducted for course correction and effective
implementation of the project. A core committee with representatives of the local government,
estate owners, SC/ST people, governments, NGO’s official will be established to monitor the
day today activities.

2.7 GENDER SENSITISATION

Equal opportunity for women will be ensured in the project by the way of involving the various
project activities such as boarding and lodging , storing , shop vending , and almost all the
income generating activities . Likewise the women will be focused on capacity building for
environment protection, information centers, photography, handicrafts, cultural displays, music,
medical services etc.

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2.8 BENEFICIARIES OF THE PROJECT

This rural tourism project focuses its keen attention for the sustainable social and economic
development of the SC/ST people especially women. Besides that, the families identified as
BPL families will be given adequate opportunity in employment and income generation
activities. The SHG group already established in the project area will be trained in hospitality
and catering management and other income generation activities.

3. RURAL TOURISM HARDWARE SCHEME

S.NO. NAME OF WORK AMOUNT IN

LACS.
1. Constructing of tourism reception centre along with 17.00
fixing of furniture & fixture

2. Construction of parking place by way of earthwork, 1.50

shingling, metalling and premixing complete near
bus stand.

3. Construction of public convenience block near 2.50

parking area

4. Construction of shopping plaza near parking area. 3.20

5. Restoration of old temples and Peer Baba 3.50

6. Development/renovation of old well 0.80

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 7. Landscaping , construction of park , fixing of 15.10
benches and ornamental grills

8. Electrification 5.00

Grand total 48.60

Add 3% work contingencies 1.40

NET TOTAL 50.00

4. SOFTWARE PROJECT ACTIVITIIES WORK PLAN

S.NO Amount
Particulars
(lacs)
1. Baseline survey using participatory rural appraisal 0.50

2. 0.50
Formulation of local tourism development/management committee(
community participation) Panchyat Samiti’s (monthly meetings) (Rs 2000 x
12)x2
3. Workshops aimed at sensitization(including gender sensitization) awareness 0.50
building social mobilization and interpretation (two awareness camps)

4. Training programmes in tourism service capacity building including visitor 1.00

handling skills( lodging , tourist guides , F&B service , marketing etc.(two
workshop)( Rs. 0.50 lacs x 2)

5. Training programmes in capacity building in village handicrafts( Fhoolkari , 4.50

printing of sheets , Tilla Embroidery) rs.1.50 per programme (Rs. 1.50lacsx3)

6. Handloom (weaving on Bedsheets, Kulupatti and towel making) rs.1.50 for 3.00
each training.

7. Short term training courses in photography , bakery , cutting and tailoring & 2.00
boutique(50000x4)

8. Training programmes in capacity building in entertainment through local folk 1.50

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 culture activities.

9. Training programme in natural Pathy / Yoga/ Ayurveda (including hygiene/ 1.50

sanitation n improvement etc)

10. 1.00
Workshop/camps(2Nos) on tourism incentive schemes(Rs 50,000x2)
11. Production of publicity folders/signatures/wall paintings , hosting of web page 2.00
on tourism website

12. Celebration of fairs & food festivals (Rs. 50,000x2) 1.00

13 Administrative charges 1.00
TOTAL 20.00
6. CONVERGENCE ACTIVITIES

S.NO. NAME OF WORK APPROX.

AMOUNT IN
LACS

1. Construction of road upto BT specifications including all allied 50.00

work by PWD

2. Tube well along with irrigation changes 10.00

3. Panchyat Ghar, community hall and allied works in rural 10.00

development complex.

4. Middle school building 10.00

5. Construction of concrete/brick lanes/drains inside the village 10.00

TOTAL 90.00

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6. MARKETING STRATEGY

An aggressive and self sustaining strategy is needed for the development of this border tourism
project. First of all lets have a look at the key targeting areas :-

 Suchet Garh.

 Abdhulian.

 Gharana Reserve (have intense potential for foreign tourists and Bird Sanctuary can be a
Learning spot for children and scientists. Can be a heart throbing site for any one when
the season for the migration for the birds is on (Nov-March).

 Local culture and village life can be affirmatively being highlightened .Giving a glimpse
of the traditional Dogra culture.

Certain suggestions have already been made when the potential sites were introduced in this
report.

Certain marketing strategies that can be used to promote border tourism and make this
Suchetgarh – Border project a success are as follows:-

 Hoardings of these tourist spots in the path of the Vaishno Devi can make people aware
of the new and unexplored tourist destinations in J&K.

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 Brochures containing information about these tourist destinations should be readily
available across various tourist vendors like (tour operators) across state and also across
the country.

 JKSRTC and even the Haryana road ways can be employed for the promotion of border
tourism. For example drivers can be compensated for imparting the knowledge about the
tourist spots i.e. drivers can act as travel agents.

 Hotels across the state can also be targeted to impart the knowledge and can be made
business partners.

 Micro level marketing i.e. pamphlet distribution, advertisments, in the local areas can be
done. A lot of revenue can be generated from the local area which will help in sustaining
the project.

 Various government institutions like the JDA,JKSRTC and even the telegraph
department can be used as a marketing tool promoting this place as ”welcome to the
land of patriots”

 WAR MUSEUM is a very strong and potential site for attracting tourists and hence a
sufficient amount should be spent on its development. It should focus on glorifying
Dogra as well as Indian heroes.

 RURAL Lifestyle and cultural lifestyle can be promoted.

 Farm Tourism and fish breeding, other two very important things that should be
developed.

 Tourism MELAS can be used as an effective Marketing Strategy. People from the
various Tourism promotion institutions and also the Tour operators can be invited.

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 7. MARKETING RESEARCH

__________________________________________________________

In order to find out the potential of such project, we conducted a marketing research. The
objectives behind this research are as follows:

a) To find out the potential of border tourism as whole.

b) To estimate the number or percentage of tourists who are interested in visiting such
unexplored places.

c) To find out the most and least preferred sites by the tourists.

d) To find out region wise preference of tourists i.e. tourists of which region are more
interested to visit border areas so that we can focus our promotion strategies more on
these areas.

e) To find out the perception of various age groups, gender, and different income- group
people regarding the potential of such project.

So for the purpose of research we developed two questionnaires. First questionnaire consisted of
12 questions developed using likert scale from 1 to 5, where

5 Highly Interested

4 Interested

3 Somewhat Interested

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 2 Less Interested

1 Not Interested

Second questionnaire contained another 12 questions, it was a close ended questionnaire

designed mainly to know whether they are interested in such kinds of project. Both the
questionnaires have been shown in appendix no.1 and 2.

The data obtained can be summarised as shown below in the table:

Demographic characteristics of respondents

no of r esponden ts Percenta ge

TOTAL RESPONDENTS 100

age
Below 30 yrs 8 8%
Above 30 yrs 80 80%

Average annual income

below Rs 200000 13 13%
Above Rs 200000 27 27%

Average annual travelling package

Below Rs 2000 10 10%
Above Rs 2000 90 90%

sex
male 47 47%
female 53 53%

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 Graphs

And inferences

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 Appendix no.1 (Questionnaire no.1)
NAME AGE GENDER

STATE NATIONALITY

Annual travelling budget /person Avg Annual Income

1. How many times have you visited Jammu in your life time?

a) 1 to 3times b) 3-5 c) more than 5

2. How many times have you come for the visit Jammu in a year?

a) 1 time b) 2times c) more than 2

3. Have you visited any other tourist’s spots in Jammu?

a) Yes b) No

4. Would u like to stay for few more days to explore new destinations?

a) Yes b) No

5. Motive for your visit to Jammu?

a) For pilgrimage b) to visit Kashmir c) business purpose d) other

6. Do you know there are tourist packages available to visit the area?

a) Yes b) No

7. Have you been offered any packages by your tour operators?

a) Yes b) No

8. Are you interested in any such tour packages?

a) Yes b) No

9. If yes what would be the range of the package?

A) Rs. 1000-2000 b)2000-3000 c)3000-4000 d)4000 and above E). NIL

10. Do you travel with your

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 a) Family b) Alone c) Friends

11. Is there been any problems related to the accommodation?

a) Yes b) NO

12. What kind of conveyance would you prefer?

a) Bus b) taxi c) tempo d) private arrangement

Appendix no.2 (Questionnaire no.2)

In your opinion is there potential for border tourism in Jammu YES NO

Rate the following parameters on a scale of 5 to1 according your interest in visiting these
tourist places in Jammu.

5 highly interested 4) interested 3) somewhat interested 2) less interested

1) not interested

5 4 3 2 1
highly Interes Somewh less not
interest ted at interes interes
Potential Variable
ed
interest ted ted
ed

1 Interaction Border 5 4 3 2 1
forces

2 Bunkers 5 4 3 2 1
3 Historical temples 5 4 3 2 1
4 Wet land (Migratory 5 4 3 2 1
Bird )

5 War museum 5 4 3 2 1
6 Old Railway Station 5 4 3 2 1
7 Golf course 5 4 3 2 1
8 Photo gallery 5 4 3 2 1
9 Garden Land Scaping 5 4 3 2 1

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10 Fisheries pond 5 4 3 2 1
11 Art and craft Centre 5 4 3 2 1
12 Research centres 5 4 3 2 1
Any suggestion:-
_____________________________________________________________________________
________________________________________________________________________

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