Riding on success of Salman Khan-starrer Bhajrangi Bhaijaan, state tourism department to launch ‘Sufi Circuit’ in Kashmir

SRINAGAR: Salman Khan-starrer Bollywood flick Bhajrangi Bhaijaan, also shot in Kashmir, seems to have encouraged tourism officials here to promote shrines in the Valley as tourist destinations.

The tourism department has planned to bring the shrines, what it calls ‘Sufi Circuit’, which in common folklore is also referred to as ‘Valley of Saints’.

The Rs 200-crore blockbuster, features a song, ‘Bhar De Jholi Meri’, which was shot at a famous shrine in Ashmuqam area, 69 km from Srinagar, in south Kashmir. This is the first time that ‘Dargah’ has given permission to shoot the song.

Even though, this year, tourist inflow in Kashmir is much less compared to last year, the stakeholders of the tourism industry, including hoteliers and travel operators are expecting an increase in numbers, with these themebased targeted initiatives.

As of now around 3.25 lakh, tourists have visited Kashmir, compared to around 7 lakh tourists till July last year. The September 2014 floods and subsequent scare due to government advisories and frequent closure of national highway has resulted in sparse tourist inflow this year. A group of traders including hoteliers met CM Mufti Muhammad Sayed on Thursday evening, where they raised issues related to the industry. According to few delegates, Mufti assured all help to make Kashmir one of the busiest tourist attractions.

Salman Khan may not have agreed to become brand ambassador for Kashmir, but chief minister informed the traders that he was impressed with Khan’s promotion of Kashmir through film and his personal efforts. To attract more tourists the hoteliers have announced special packages including heavy discounts on lodging.

The department would promote the idea of ‘Sufi Circuit’ in muslim-dominated cities in India, including, Lucknow, Hyderabad, and Aligarh. The department has already published advertisements in local newspapers of Maharashtra and Andhra to promote its new theme-based scheme.

“Sufi Circuit is part of the larger strategy we have formulated to attract tourists, which also includes focus on upcoming autumn holidays. Last year, floods affected the tourism industry acutely,” secretary to J&K government for tourism and culture, Shailendra Kumar told ET.

Last year around 1.2 million tourists visited Kashmir and the government had put a target of 1.5 million for 2015. However, floods and incessant rains, have already played spoilsport this year.