Tourism – Jammu and Kashmir Plans Behavioural Training to Improve Tourist Experience
Tourism – Jammu and Kashmir is preparing to introduce a structured behavioural training programme for tourism stakeholders, drawing inspiration from a successful model implemented in Rajasthan. The initiative aims to enhance service quality, improve professional conduct, and ensure a more welcoming environment for visitors across the Union Territory.
Focus on Improving Visitor Experience
Chief Minister Omar Abdullah highlighted the importance of maintaining high standards in hospitality while addressing the Assembly. He noted that the behaviour of service providers plays a crucial role in shaping a destination’s reputation. According to him, issues such as overcharging, harassment, or lack of professionalism can negatively impact tourism growth and discourage repeat visits.
He stressed that attracting first-time visitors is no longer the primary challenge. Instead, the focus must shift toward ensuring tourists leave with positive experiences that encourage them to return multiple times. A consistent and satisfying experience, he said, is key to building long-term trust in the destination.
Rising Complaints Highlight Need for Reform
The government has recorded 508 tourist-related complaints since January 2025, of which 413 have already been addressed. While many complaints were minor, officials acknowledged that some cases revealed deeper concerns that require systematic intervention.
Among the reported issues were instances of overpricing, aggressive service promotion, and lack of basic courtesy. Tourists have also reported being pressured into renting heavy winter clothing, even during warmer conditions, which caused discomfort. Additionally, in areas such as Gulmarg, visitors often faced persistent solicitation from pony operators immediately upon arrival.
Authorities believe such practices do not align with the image the region aims to project and could harm its long-term tourism prospects if left unaddressed.
Rajasthan Model Offers a Structured Approach
To tackle these challenges, the administration plans to adopt a behavioural training framework similar to the one implemented in Rajasthan. That programme, developed in collaboration with academic institutions, focused on behavioural science to reshape the mindset and service approach of tourism stakeholders.
Officials in Jammu and Kashmir are now working on designing a comparable initiative tailored to local needs. The goal is to train individuals involved in tourism—such as guides, transport providers, and hospitality workers—to deliver services with professionalism, respect, and consistency.
The proposed programme will not only address customer interaction but also aim to eliminate practices that could be perceived as exploitative or inconvenient for visitors.
Existing Training Programmes Already in Place
The Tourism Department has already been conducting various training and capacity-building sessions for stakeholders. These programmes cover areas such as hospitality management, customer etiquette, housekeeping, guiding services, and food and beverage operations.
Additional training modules include homestay management, first aid, safety protocols, rescue operations, and responsible tourism practices. Risk management and emergency response are also part of the ongoing efforts to strengthen the sector’s preparedness.
Officials say these initiatives have helped improve service delivery to some extent, but a more structured behavioural framework is needed to address recurring issues more effectively.
No Mandatory Certification Planned Yet
Despite the push for improved standards, the government has clarified that there is currently no proposal to introduce mandatory certification for all tourism stakeholders. Authorities believe that awareness, training, and gradual behavioural change may be more effective than enforcing strict compliance measures at this stage.
However, the administration has indicated that it will continue to monitor the impact of the new training model and may consider further steps in the future if required.
Building a Sustainable Tourism Ecosystem
The broader objective of the initiative is to create a sustainable and visitor-friendly tourism ecosystem in Jammu and Kashmir. By focusing on behaviour, service quality, and ethical practices, the government hopes to strengthen the region’s reputation as a reliable and welcoming destination.
Officials believe that improving ground-level experiences will not only increase tourist satisfaction but also contribute to long-term economic growth in the sector.