Promoting Kashmir as an Abode of Peace Tourism Destination by India and Pakistan

Promoting Kashmir as an Abode of Peace Tourism Destination by India and Pakistan

Anita Medhekar (Central Queensland University, Australia) and Farooq Haq (Canadian University Dubai, UAE)
Copyright: © 2019 |Pages: 28
DOI: 10.4018/978-1-5225-7464-4.ch002
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The aim of this chapter is to propose peace as a value education. It identifies challenges and opportunities for building peace infrastructure and marketing Kashmir as a peace-brand tourism destination for peaceful coexistence. It contributes to the theory of tourism and peace studies with 18 dimensions for promoting peace, with an objective of disarmament for economic development, social transformation, and prosperity of millions in India and Pakistan.
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It is not enough to win a war; it is more important to organize the peace. (Aristotle).

Promoting the culture of peace as a core value is the need of the 21st century (Nedelea & Nedelea, 2015). For the current and future generations to live in peace and harmony, and for the humanity and civilisations to survive, prosper and progress, peace has to be promoted at all levels, at home, school, business, market, society, economy, nationally and internationally. UNECSO in 1997, declared the new millennium year 2000, as the “International Year for the Culture of Peace.” Similarly, in 2012 the international day of peace was dedicated to “Sustainable Peace for Sustainable Future” and promoting peace through the medium of tourism (UNWTO, 2012). As stated in Article-3 of UNWTO, “The fundamental aim of the organization shall be the promotion and development of tourism with a view to contributing to economic development, international understanding, peace, prosperity, and universal respect for, and observance of, human rights and fundamental freedoms for all without distinction as to race, gender, language or religion” (UNWTO, 2009).

Peace and compassion is any day better than war and terrorism in conflict driven zones as we have seen in the televised wars of Iraq and Afghanistan, including the September 11 flight deliberately crashing into the twin towers with passengers on board, causing destruction of built infrastructure, death of humanity and spreading terror. Further, Mumbai 26/11 Taj Mahal Palace Hotel terror attack on 26 November 2008, strained relationship between India and Pakistan. Furthermore, people living in the villages of the Himalayan Kashmir Valley between India and Pakistan, daily experience cross-border firing and skirmishes, which destabilises the population in the bordering villages, their livelihood and the local economy. Hence, we have to give peace a chance for progress and prosperity of people, respect, and compassion for humanity (children, women, and men) and nations. Peace enhances economic activity, tourism development, creates employment opportunities, and accelerates economic development and growth and can uplift millions living in poverty (Raymond-Gilpin, 2009).

Peace encourages governments and businesses to invest in infrastructure and attract foreign direct investment in manufacturing, agriculture, and service sectors of the economy. Businesses prosper by generating demand, supply and employment opportunities. Countries have to learn from past mistakes and avoid conflicts and war, which affects mostly the local population and waste millions of dollars, which could have been spent on health, education and infrastructure development and prosperity of those communities. The opportunity cost of diverting scarce economic resources from development expenditure to defence expenditure is very costly to humanity, when millions are living below the poverty line. When there is trust, respect, compassion and peace, businesses and people can safely, without the fear of internal terrorist attacks, violence, burning of public utilities, or external warfare, can peacefully go about doing their daily business, chores and children can safely go to school.

On the contrary, history of warfare is the proof and more so witnessed by people on the television and social media in the 21st century. Conflict, war and terrorism takes place because of the tribal, ethnic, and religious differences, besides political ideologies, territorial ambitions to control land, oceans and natural resources, cold war of the superpowers causing destruction, death, and consequently destabilising the economies of the world and the local population. Examples of Afghanistan, Iraq, Syria, and Indian partition of 1947 are witness to these disasters that fall upon civilian population and causes mass crossborder migration. War and terrorism destroys ordinary lives, families, infrastructure, heritage, businesses, tourism and civilisations, influencing the future of the local population and next generations living in war-torn zones and refugee camps with death, disaster, disease and hopelessness.

Key Terms in this Chapter

Social Inclusions and Transformation: For this chapter, is where public and private educational institutions, scholars, artists, business corporations, philanthropists, and individuals play a role to build a peaceful place after ceasefire, which is total disarmament in conflict zones by social inclusion and transformation for sustainable peace for the people of Kashmir and between nations. This is done through innovative solutions and programs for poverty alleviation, through education eliminating discrimination based on religion, gender, language, ethnicity, and race, providing free education and primary healthcare, basic housing, gender equality, and rebuilding the society for peaceful coexistence within and between cross-border nations.

Peace Tourism: Is defined as a phenomenon where every tourists’ activity should be linked with peace as the aim for the visitors: locals, domestic, or an international visitor. For example, these activities could be as simple as shopping, eating at restaurants, skiing, visiting heritage buildings and forts, places of worships, gardens, zoo or bird sanctuary, education, conferences, art, culture and literary festivals, and gatherings.

Peace Education: Is defined as education for peace cultivation and promotion at all levels from kindergarten to university as a leaning outcome in all the subjects by producing peace ambassadors for the future.

Economic Peace Transformation: In cross-border conflict zones (e.g., in Kashmir) is possible by rejuvenating the moribund economies through long-term economic transformation programs implemented by the government through bilateral public-private partnerships for sustainable peace in Kashmir between the two countries.

Peace Promotion: Means marketing tangible and intangible goods, services, people, places, heritage monuments, landscape, plants, animals, birds, national parks, mountains, humanity, in context of sustainable peace, for conflict resolution between the two countries and the world.

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