Tourism is one of the prime economic contributors to the territory of Ladakh. This far-flung region is home to many historical sites and rich rural/eco-tourism experiences.
The Covid -19 pandemic has been the biggest challenge for the tourism industry across the globe. The international borders of almost every country have been closed in order to contain the spread of the virus and India is also no exception to it. Tourism was the first industry that had been affected by the pandemic and would be the last to recover from the existing health crisis.
The Ladakh region was opened for international tourists in the year of 1974. In recent years, Ladakh has seen rapid growth in the footfall of tourists. A large part of the local population tends to associate with tourism activities in the region by providing various kinds of services like homestays, guiding, transport, restaurants and adventure activities.
I believe tourism will bounce back soon; it is just a temporary setback caused by unavoidable circumstances. Local people and stakeholders in Ladakh should not lose their hope. There is no need to feel insecure and doubt their association with the tourism and hospitality sectors. The future will offer many opportunities to all of us.
We are trying to re-strengthen and revive the market. It has been almost 46 years since the formal opening of tourism activities in the region. Many people have gained employment opportunities in local villages because of tourism activities. Now most of them are quite stressed with the thought of revival and recovery of tourism in Ladakh. What will be their future and how they are going to sustain if the wait for the tourists is longer than expected – is a matter of grave concern.
The business in the tourism sector of Ladakh is no longer going to be the same as in the past for a long time. The local population along with various stakeholders needs to redefine its revival strategies collectively.
The tourism industry in Ladakh is currently facing a twin challenge of saving the business as well as retaining the people who were associated with tourism activities. Now, is the time to rethink the opportunities and potential vested in domestic tourism.
Ladakh is all set to witness the development of homestays in the local villages and remarkable growth in rural and ecotourism activities. We have planned to promote and market our pristine and serene villages in the valley under the aegis of rural, eco and village tourism to attract a large number of domestic tourists in the upcoming year.
We are planning to have a winter carnival which will be held in Drass (considered as the second coldest inhabited place in the world) in the first week of February 2021, this event will mark the start of tourism activities in the valley. Simultaneously, we are also planning an event in association with Incredible India in April 2021, if the situation will permit us to do so.
The spread of Covid-19 pandemic has offered an opportunity for all of us to reset and plan our strategies for the revival and growth of tourism. It is important that all of us incorporate various standard operating procedures (SOP’s) for the safety of tourists.
India’s Ministry of Tourism is keen to promote Ladakh as an adventure tourism destination in both domestic and international markets. Amit Shah, India’s Home Minister has in the past shared that development projects amounting to Rs. 50,000 crore in various sectors including tourism are in the pipeline for Ladakh. The central government is also working towards setting up a facility to train manpower for the tourism sector in Ladakh.
I also request the government to support the industry through a dedicated economic package as the current situation is extremely critical for all of us. Let’s hope that tourism and hospitality businesses will bounce back strongly once the pandemic is over.
About the author: Mohammad Hamza is Managing Director of Space Tourism and Warm Homes Hospitality. He is also the Director of Kargil Marathon.