CS Dulloo reviews ‘SPREAD’ initiative to boost sustainable tourism in emerging destinations

SRINAGAR, JULY 29: Chief Secretary, Atal Dulloo, today reviewed and discussed the operational roadmap for Sustainable Promotion and Revamping of Emerging Alternate Destinations (SPREAD) initiative, aimed at positioning Jammu & Kashmir as a year-round, eco-sensitive and economically vibrant tourism hub.
The meeting, held in this regard, was attended by Additional Chief Secretary, Tourism Department along with Principal Secretary PDD, Principal Secretary Finance, Principal Secretary PWD, Commissioner Secretary H&UDD, Commissioner Secretary Forests, Commissioner Secretary Industries & Commerce, Commissioner Secretary RDD, MD JKTDC, Directors Tourism of Jammu and Kashmir besides other senior officers concerned.
The Chief Secretary emphasized the need to decongest the overburdened tourist destinations by developing the sustainable and lesser-explored alternatives, leveraging J&K’s unique topography and cultural diversity. He stressed the importance of balancing the 3Es, Economy, Ecology and Equity, in all tourism development interventions.
Emphasizing the pivotal role of local communities, the Chief Secretary called for their active engagement in management and economic activities linked with tourism. He also underscored the need to create targeted incentives to attract private sector investment in these emerging destinations.
The Chief Secretary also stressed the importance of establishing a robust institutional framework to achieve the initiative’s objectives. These included sustainable development of circuits featuring leisure, adventure, religious and niche tourism components.
ACS Tourism, Dr. Ashish Chander Verma, revealed that the Department of Economic Affairs (DEA), Ministry of Finance, will support the initiative, with the execution being routed through J&K ERA. He informed that dedicated Project Implementation Units (PIUs) will be institutionalized to implement infrastructure, waste management, ecological conservation and livelihood projects sustainably.
In her presentation the MD, JKTDC, Shreya Singhal elaborated that the SPREAD initiative envisions the holistic development of emerging tourist destinations in both Jammu and Kashmir divisions of J&K.
It was also revealed that a structured 10-point agenda focusing on formulating world-class master plans for each site, strengthening public infrastructure and resilient governance mechanisms, encouraging private sector investment and community participation would be ensured. Additionally, enhancing skill-building, strategic marketing and environment safeguards and establishing strong project monitoring and advisory mechanisms are going to be put in place under this government programme.
It was noted that the expansion of tourism into these areas would not only mitigate the seasonal overcrowding but also boost local economies by empowering the communities and generating employment.
The SPREAD initiative is poised to redefine J&K’s tourism landscape by making it more inclusive, sustainable and aligned with global best practices in destination management and tourism promotion in the region.