SRINAGAR: In a significant push to elevate visitor experience, Jammu and Kashmir would adopt a Rajasthan-style behavioural training model for tourism stakeholders to improve the conduct and professionalism of tourism stakeholders across the Union Territory to give better experience to the tourists.
“The visitor experience, behaviour of service providers and hospitality standards are essential for the growth and sustainability of a successful tourism economy. Harassment, overcharging or unprofessional conduct can adversely affect the image of the tourist destination,” Chief Minister Omar Abdullah told the Assembly in response to a question by NC MLA Tanvir Sadiq.
"Attracting first-time visitors is no longer the real challenge. Our success lies in ensuring that tourists visit the region for the second time, third time, fourth time etc. They will come to Kashmir when their experience is good,” the CM said.
“We receive minor complaints that we dispose off. But reality is that on occasions we receive complaints that make us believe that we still have a lot to do,” he added.
The government has received 508 complaints of tourist grievances from January 2025 till date and 413 of these have been disposed of. Among the concerns flagged were instances of overcharging, coercive behaviour and lack of professionalism.
“In some places, tourists are made to rent heavy winter clothing like long coats and boots even in high temperatures, leaving them uncomfortable. Tourists are also aggressively approached by pony operators on their arrival in Gulmarg and they insist them to use their services, even when not necessary,” said the CM.
“These practices do not align with the kind of experience we want to offer,” Omar said, stressing that such behaviour undermines both trust and long-term tourism growth.
To address these challenges, the chief minister said the government would adopt a Rajasthan-style behavioural training model for tourism stakeholders to improve the tourists experience in the UT.
“We are working on a programme. Rajasthan achieved a big success on the programme as they in collaboration with IIT did a project on behavioural science to train tourism stakeholders to improve their conduct and mindset to ensure improved service delivery and curb negative tendencies such as harassment or exploitation of tourists. We want to do the same here in J&K so that we can give a better experience to the tourists and they return to place again and again. We will definitely do it,” Omar said.
The Tourism department, he said, is already conducting training and capacity building programmes for tourism stakeholders covering hospitality, etiquette, housekeeping, guiding, front office, F&B services, homestays, First Aid and CRPF, safety, rescue, responsible tourism and risk management.
He, however, said there is currently no proposal to introduce mandatory certification for all tourism stakeholders.
“No separate proposal for mandatory certification of all tourist stakeholders is presently under consideration,” the CM added.