The people staying in picturesque valleys and remote villages of Jammu and Kashmir Union Territory are converting their residential properties into homestays to cater to the record inflow of tourists, amid the absence of established hotels, boosting rural tourism and generating employment.
Raja Yaqoob Farooq, director tourism Kashmir, told Moneycontrol that the rush of tourists to J&K’s offbeat, remote and border villages has prompted people to create livelihood opportunities for themselves by turning their houses into homestays for tourists.
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“The tourists not only experience nature’s wilderness through homestays but also enjoy the local food, culture, traditions, and warm hospitality. The people who offer homestay facilities also get to earn money through food, accommodation and other services provided to tourists,” said Farooq.
According to the J&K tourism department officials, homestays are proving to be a game changer for rural and tribal areas. “The homestay industry in J&K has seen massive growth with more than 1,485 homestays registered across J&K, offering more than 13,000 rooms for tourists,” an official told Moneycontrol.
Farooq revealed that 12,000 homestay beds are registered with the tourism department in Kashmir Valley. “Our focus on creating homestays is more in border areas including Keran, Tangdar, Bangus Valley, Tulail, Gurez, Dawar and Uri. We are getting good feedback from the tourists who have been to the homestays in these destinations during the past two years.”
Gaining popularity
The homestay concept took shape in J&K in 2022 when a record number of tourists visited the Himalayan region followed by a ceasefire and peace along the Line of Control (LoC).
About 1.8 crore tourists visited J&K in 2022, up from 1.1 crore a year before, according to government figures. Last year J&K witnessed record breaking 2.02 tourist arrivals in the region replete with lush green forests, gigantic mountains, gushing rivers and beautiful meadows.
The February 2021 ceasefire between India and Pakistan along the LoC enabled people living along the LoC to host tourists for the first time after a gap of almost three decades.
The peaceful LoC encouraged both international and domestic tourists to explore the scenic villages located on the border which were earlier out of bounds.
Employment opportunities
The homestays are proving to be a game changer for rural and border areas generating employment for local youth, promoting entrepreneurship and creating self-employment opportunities in the region.
Tabish Saleem, officer on special duty (OSD) Mission Youth, J&K told Moneycontrol that to increase the strength of homestays in remote and border areas of J&K the government under its ambitious programme Mission Youth provides Rs 50,000 special financial assistance to youth willing to set up a homestay unit in J&K.
What homestays offer
In picturesque Gurez, 36-year-old homestay owner Sheikh Waleed told Moneycontrol that homestays not only provide lodging and dining facilities to tourists visiting new destinations that lack hotels and restaurants but also put less strain on the environment.
“Tourists mostly nature lovers, stay with us, dine with us, and then we take them to different locations. The tourists enjoy local food mainly Wazwan, Kahwa and medicinal herbs besides enjoying the local tradition and culture.”
Waleed added that homestay has provided a boost to the tourism industry, and tourists are enjoying staying in a homely atmosphere in the Valley.
“In two years I have hosted 1,200 tourists and earned lakhs of rupees,” said Waleed who was previously a transporter.
The rush of tourists to border areas including Gurez, which bagged the best offbeat destination award in 2022, has prompted him and other villagers to convert the residential houses into homestays.
Following the ceasefire agreement, 46,038 tourists visited Gurez in 2023, up from 12,472 in 2022.
Zeeshan Mir, another homestay owner in Gurez, said despite the road connectivity issue in border areas thousands of tourists come and enjoy the scenic beauty here.
“I started my homestay—Gurez Retreat where more than 500 tourists have enjoyed their stay in the past two years. On average a tourist coming to Gurez spends at least two nights in a homestay and enjoys the local cuisines, and dishes in traditional copper plates. The tourists during the stay also get to see local handicraft items including Kangri, Shawls and Pherans.”
30-year-old Mir added that the homestays are providing livelihood not only to homestay owners but also to local shopkeepers and youth who serve tourists and earn between Rs 14,000 to Rs 15,000 monthly.
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