‘Ladakh: New Start, New Goals' Focuses on Adventure, Culture and Responsible Tourism

Industry Watch | August 30, 2021 | News

Ladakh Tourism Ministry of Tourism

The Ministry of Tourism, Government of India, in collaboration with the Department of Tourism, Administration of Union Territory of Ladakh and Adventure Tour Operators Association of India (ATOAI), organised an event to promote tourism themed ‘Ladakh: New Start, New Goals' in Leh from 25 to 28 August 2021. The focus was on adventure, culture and responsible tourism. 

The event aimed to provide industry stakeholders with product knowledge while also providing a platform for local stakeholders to interact with tour operators / buyers from the rest of the country.

Radha Krishna Mathur, Lieutenant Governor of the Union Territory of Ladakh, spoke at the event while G Kishan Reddy, Union Minister of Tourism, Culture, and Development of the North Eastern Region (DoNER), addressed the audience virtually.

Jamyang Tsering Namgyal, Member of Parliament of Ladakh; K Mehboob Ali Khan, Secretary of Tourism & Culture, UT Ladakh; Arvind Singh, Secretary of Ministry of Tourism, GoI were among attendees.

Panel discussions covered topics such as holistic development of tourism in Ladakh with a focus on new areas for development, connectivity, infrastructure, sustainable and community-based development, opportunities and challenges of adventure tourism in Leh, and the role of homestay tourism in empowering local communities and women.

The three-day event featured an exhibition, panel discussions, business-to-business meetings, technical tours and a cultural evening to showcase the region’s tourism facilities and products.

A vision document on the development of the Ladakh region was unveiled at the event. The document envisions promoting tourism in the context of sustainable ecological practices, leveraging local material and human resources.

Around 150 people attended the event, including tour operators, hoteliers, diplomats, homestay owners, senior officials from the Government of India, the UT Administration of Ladakh and the media.

Mathur spoke about the new tourism products that Ladakh can offer to the visitors such as Winter Tourism and  Science-based Tourism. He added that cultural and heritage tourism too had enormous potential. 

Reddy said, “To leverage the huge tourism potential of Ladakh, the Tourism Ministry has launched 'Ladakh: New Start New Goals’ program and this is a platform that provides tour operators from other parts of the country and customers to interact with local stakeholders from Ladakh. Tourism Ministry has also prepared ‘Ladakh Vision Document’ where all matters related to the development of Tourism in Ladakh are discussed in detail. The Central government has also contributed Rs.23.21 Crore for Tourist Water Screen Projection Multimedia show and other tourist attractions and also developing Chaukihang Vihara Project under the PRASHAD scheme.”  

Arvind Singh, Secretary, Ministry of Tourism, GoI, said, “Covid19 pandemic has impacted the world, however, the signs of recovery have been witnessed and Ladakh is one of the prime movers of this recovery phase and is also one of the most preferred destinations. As we restart tourism, the Ministry has put in place a System for Assessment, Awareness and Training in Hospitality Industry (SAATHI) to ensure compliance with Covid19 safety and hygiene guidelines.”

The three-day affair featured an exhibition, panel discussions, business-to-business meetings, technical tours and a cultural evening to showcase the region's tourism facilities and products.

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