Jammu and Kashmir (AJK) appeared on the map of tourism very recently.
The aggravating law and order situation in Khyber Pakhtunkhwa, unsafe travel on the Karakoram Highway and proximity of AJK with Islamabad are the key factors which have rendered it a natural tourist destination in recent years.
Capacity Building and Skill Enhancement
In this context, Centre for Peace and Development and Reforms (CPDR) with the support of Conciliation Resources launched a Capacity Building & Skill Enhancement project for Neelum Valley. It is aimed to produce a work force consisting of about 150 well trained workers in hospitality sector that would contribute in promoting high quality tourism in the Neelum Valley and subsequently in Rawalakot regions.
Recently, first phase of this skill building program has been completed. From 8th November to 8th December 2015, 83 persons including cooks, waiters, receptionists and tourist guides have been trained in Neelum Valley in collaboration with the Neelum Valley Development Board (NVDP). The training was conducted by the Pak Austrian Institute of Tourism & Hospitality Management (PAITHOM), Government of Khyber Pakhtunkhwa. PAITHOM is one of the leading institutes providing tourism & hotel management education and training in Pakistan for a long time.
The training was supervised by Mr. Hurmat Yab Khan, Chief Instructor of PAITHOM, Raja M. Illyas Khan, Chairman Neelum Valley Development Board (NVDP) and Dr. Mohsin Shakil, Consultant, Neelum Valley Development Board (NVDP). Mr. Hurmat Yab personally engaged in the training and conducted several sessions himself.
The participants of the training were mostly local young people who were either already engaged or were planning to get engaged in the tourism and hospitality sector. Keeping in view the fact that the Neelum Valley is one of the most conflict-affected areas close to the LoC, peace building component was also included in the training manual. This was meant to give an in-depth and broader understanding of the conflict and peace building to the participants. The key objectives of the courses included skill development for better hospitality services and environmental friendly practices to promote sustainable tourism in the region.
Further, the initiative will flourish AJK tourism industry which is in a nascent phase. This will generate economic opportunities for the local people and help build the tourism industry in a sustainable manner.
During past three years, hundreds and thousands of tourists turned towards Azad Kashmir. Particularly, Neelum Valley and Rawalakot emerged as famous tourist resorts. Consequently, hospitality industry started taking roots in the region.
Newly built guest houses, restaurants, fast growing work forces such as cooks and tourist guides are entertaining the guests at present coming from all across the country.
However, it is largely believed that they lack professionalism and need capacity building to cater the requirements of the tourists.
On the other hand, tourism and peace building initiative across the Line of Control (LoC) is in pursuance of Confidence Building Measures (CBMs) agreed by the Government of Pakistan as well as that of India in 2011, to allow tourism and religious pilgrimage across the LoC.
It seems that once the relationship between India and Pakistan improves, things will change at local level.
Future Trainings
CPDR is intended to conduct more traininga in the region to create awareness about the tourism potential of AJK and produce local critical mass that is better trained and well versed in hospitality sector. It will help community to generate economic opportunities for the local people in the tourism industry.
