Introduction
In recent years, Jammu and Kashmir has witnessed unprecedented tourist footfall, with the valley welcoming approximately 20.2 million tourists (including nearly 50,000 foreign visitors) in 2023. However, this increased tourism comes with significant burdens. Surveys conducted by various environmental and ecological departments indicate that the Kalahoi glacier in Pahalgam has shrunk by 18% over the past three decades. A report submitted to the former Governor of J&K, N. N. Vohra, by the Chief Managing Director (CMD) of Dredging Corporation of India in 2018, shows that the area of Dal Lake has decreased from the commonly known as 22 square kilometres to 10 square kilometres. The original size of Dal Lake was about 75 square kilometres in 1200 AD (jkpi.org).
Given that tourism in Jammu and Kashmir accounts for about 7% of its annual GDP, it is imperative to ensure that this source of income is sustainable, enabling the community to balance environmental concerns with economic growth. Therefore, as a logical response to the negative environmental impacts of tourism, this piece seeks to analyze the need to promote sustainable tourism and the role that artificial intelligence may play in achieving this, with particular reference to the case of Jammu and Kashmir.
The Need for Sustainable Tourism in Jammu and Kashmir
Sustainable tourism requires a balance among the three fundamental pillars of sustainability—environmental, social, and economic. This ensures that tourism development can meet the needs of current generations without compromising those of future generations. Sustainability in tourism is essential to combat issues such as weakened resilience to natural disasters, deforestation, overuse of water, air pollution, and the destruction of wildlife habitats.
In Srinagar, issues related to unplanned tourism include the open dumping of untreated sewage from hotels into Dal Lake, which leads to the growth of undesired weeds and algae, harming the lake’s water quality. Additionally, during peak seasons, the city experiences traffic jams and heavy vehicle congestion, resulting in significant noise pollution. Furthermore, it is estimated that, on average, each tourist dumps 1 kg of plastic at tourist destinations (Press Trust of Kashmir, June 15, 2019; Rising Kashmir, April 07, 2020; Rising Kashmir, June 05, 2018; Kashmir Monitor, March 8, 2018; Kashmir Reader, May 12, 2019).
Pahalgam, a popular tourist destination, witnesses a high influx of tourists but lacks sufficient infrastructure to accommodate them, putting significant pressure on the area. Additionally, emissions from heavy vehicles and the burning of wood contribute to environmental degradation. A similar situation exists in Gulmarg, where unplanned infrastructure construction has occurred in several areas, including protected wildlife zones. Additionally, climate change reached a peak in 2024, when the Kashmir Valley experienced a prolonged dry spell and a snowless winter.
In light of these issues, we must consider the 2030 Agenda for Sustainable Development, specifically SDG target 8.9, which aims to “devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products by 2030.” The importance of sustainable tourism is also emphasized in SDG target 12.b, which aims to “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products.” This should be collectively read with Article 48-A of the Constitution of India, one of the Directive Principles of State Policy, which states that the State shall endeavour to protect and improve the environment and safeguard the forests and wildlife of the country.
In 2005, the World Tourism Organization and the United Nations Environment Program suggested twelve main goals for sustainable tourism, including Economic Viability, Local Prosperity, Employment Quality, Social Equity, Visitor Fulfillment, Local Control, Community Well-being, Cultural Richness, Physical Integrity, Biological Diversity, Resource Efficiency, and Environmental Purity. In the following sections, let us explore whether AI can help achieve these goals of sustainable tourism, among other considerations.
How can Artificial Intelligence promote Sustainable Tourism?
The first question that arises is: what do we mean by the role of Artificial Intelligence in promoting sustainable tourism? The answer lies in the AI technologies we aim to harness to achieve sustainability in tourism. These technologies include Intelligent Automation, Machine Learning-based models, Data Mining tools, and Blockchain Technology.
Artificial Intelligence-powered analytics can be used to identify patterns of unsustainable practices, such as excessive resource consumption or waste generation by tourists compared to locals, by analyzing patterns and recognizing anomalous behaviour relative to normal thresholds. For example, AI can be utilized in smart grid optimization in hotels to measure and manage their carbon footprint. By integrating smart sensors and AI algorithms, hotels can gain valuable insights into their energy consumption and subsequently implement low-impact technologies.
Furthermore, Data Mining tools can be utilized to understand tourist preferences, make predictions, and offer recommendations that are both tourist-friendly and environmentally friendly, taking into account real-time environmental conditions. These tools can also optimize dynamic route planning through AI bots that suggest fuel-efficient routes and promote carpooling, among other strategies. Such socio-economic-environmental machine learning-based models can identify low-cost and sustainable culturally rich locations and assist in managing ‘overtourism’.
Artificial Intelligence can enable real-time monitoring to track environmental indicators such as air and water quality, noise pollution, and biodiversity almost instantaneously. Advanced sensor technologies, combined with AI-powered data analytics, continuously gather and analyze environmental data, identifying changes and anomalies that may signal environmental degradation or pollution incidents. By furnishing stakeholders with current information on environmental conditions, real-time monitoring systems empower them to take prompt actions to address emerging threats and alleviate negative impacts on ecosystems and local communities.
AI-powered platforms can also offer waste management solutions that utilize image recognition and sensor data to classify waste streams, optimize collection routes, and incentivize responsible waste disposal among tourists.
“Additionally, Blockchain technology can serve various purposes, such as promoting a circular economy and monitoring carbon footprints. A circular economy involves sharing, leasing, reusing, repairing, refurbishing, and recycling existing materials and products for as long as possible. This extends the lifecycle of products and minimizes waste. Circular practices represent a strategic approach for the tourism sector, particularly in minimizing environmental impacts, including waste, pollution, and CO2 emissions. This is due to the potential of a circular economy to decouple economic growth from resource use.”
Predicted Effects of Implementing AI Models in Sustainable Tourism:
A Booking.com survey revealed that 83% of global travellers would be more likely to choose sustainable accommodations. AI-powered solutions can position J&K Tourism as a leader in sustainability, attracting eco-conscious tourists and enhancing competitiveness.
A report by the World Tourism Organization (UNWTO) predicts that AI-driven automation in hotels could save up to USD 77 billion annually by 2030.”
A study by PWC revealed that personalized travel recommendations using AI can increase booking conversions by 30%.
Capgemini estimates that AI will generate an additional USD 8 trillion in revenue in the travel and hospitality industry by 2030.
A report by McKinsey highlights AI’s ability to analyze market trends and predict shifts. J&K tourism businesses can leverage this for informed decision-making and staying ahead of competitors.
Possible challenges in the implementation of AI models in the tourism industry
One of the major challenges in using LLMs or Data Mining models in AI tools is that such techniques may inadvertently gather a significant amount of personal information, including sensitive data of tourists. Therefore, when implementing such technologies, it’s crucial to also implement fully equipped cybersecurity measures.
Additionally, there may be further challenges regarding ethical use, as AI algorithms can exhibit biases of their own. For instance, if places A and B are equally sustainable and lack differentiating indicators based on consumer preferences, the algorithm might still recommend place A over place B due to an unrelated factor, such as heavier footfall, etc.
It’s also essential to consider that implementing AI in the tourism industry should not lead to the creation of a digital divide. Accessibility and inclusivity of technology must be evenly distributed among all segments of society. Additionally, concerns about human resource job displacement due to the overinvolvement of AI should not be ignored. Lastly, there is a risk of technological dependence and downtime, especially as the tourism sector becomes increasingly reliant on the efficiency of electrical supply.
Another important factor is the regulatory and legal hurdle: with the use of AI comes the great burden of compliance with industry standards and national and international data protection regulations. User acceptance may also pose a challenge, as consumers may or may not agree to such a data-driven travel experience. Moreover, the introduction of AI may necessitate an overhaul of existing systems and will require adaptation and training of existing human resources involved in tourism.
AI and Tourism Policies in Jammu and Kashmir: In Need of Sync?
As of now, Jammu and Kashmir does not have a designated sustainable tourism policy. At best, there is the ‘Jammu & Kashmir Draft Eco-Tourism Policy – 2016’, which has yet to come into force. The draft policy outlines a strategy to promote eco-tourism objectives, such as providing homestays and eco-friendly accommodation, subject to the provisions of the J&K Forest (Conservation) Act, 1997. Additionally, regarding plastic waste management, which is invariably associated with tourism activities, the draft policy envisions compliance with the provisions of the J&K State Non-Biodegradable Material (Management and Disposal) Act, 2007.
Furthermore, the draft policy mandates the formation of a 12-member Ecotourism Coordination Committee (ECC), which, along with the Project Implementation Agencies (PIAs), will be responsible for implementing such policies, conducting impact assessment studies, and conducting further research. The draft policy also outlines certain awareness and publicity initiatives aimed at promoting eco-tourism.
While the draft policy outlines a skeletal vision and strategic objectives, we must not overlook the fact that it has not been virtualized or implemented yet. With the increasing tourist influx, it becomes imperative to fill this legislative gap. Furthermore, before enactment, the policy must be updated to include the role of Artificial Intelligence technologies in promoting eco and sustainable tourism, and existing vague objectives must be given true life by making them more specific and actionable.
It’s a lack of synchronization that the eco-tourism draft policy was released in 2016, while the ‘Jammu and Kashmir Tourism Policy’ (a more comprehensive policy for tourism as a whole) was passed in 2020, and yet, no aspect of sustainability was included in it.
Jammu and Kashmir also has an AI Framework with the vision of establishing the region as a leader in Artificial Intelligence to foster social innovation. However, among the key pillars of the Framework, pillar number 4, which focuses on Research and Innovation, lacks a clear sense of direction. While it mentions academic collaboration, patenting guidelines, and government-priority applied research, it does not effectively discuss harnessing the power of AI in potential sectors such as hospitality, tourism, healthcare, and others. In this sense, bringing the two policies into sync will complement each other’s effectiveness.
Way Forward and Conclusion:
Recently, Saima Hamid, in her work, explained the ‘Green Trails J&K’ initiative, which seeks to strike a balance between economic development and environmental conservation. One of the key components of Green Trails is the promotion of eco-friendly tourism activities. Visitors to Jammu and Kashmir are encouraged to explore the region responsibly, minimizing their environmental footprint and respecting the local culture and traditions. However, it is well known that we currently have minimal infrastructure to successfully implement such initiatives. Therefore, overcoming these challenges requires a combination of policy and technical implementations.
Dr. Raja Muzaffar Bhat, an environmentalist based in J&K, suggests implementing a model similar to Bhutan for tourism in Jammu and Kashmir. The Government of Bhutan strongly adheres to a policy of ‘High Value, Low Volume’ tourism, which serves the purpose of creating an image of exclusivity and green tourism.
Therefore, we believe that implementing High-Value, Low-Volume tourism can be effectively achieved by utilizing Artificial Intelligence to manage tourist influx in Jammu and Kashmir. By investing in Data Mining and Blockchain infrastructures, we can promote the use of predictive analysis to monitor the carbon footprint at tourist-prone locations in real time.
References
https://www.hansrajcollege.ac.in/uploads/researchinnovation/callforpapersposter/issue3/Paper%205.pdf
https://www.jkpi.org/the-degeneration-of-dal-lake-is-a-disaster-waiting-to-happen/
Intelligent automation for sustainable tourism: a systematic review (tandfonline.com)
Sustainability Issues at Tourism Destinations in Kashmir Valley by Gowhar Ahmad Wani
https://www.greaterkashmir.com/editorial-page-2/dry-spell-in-jk-a-wake-up-call/
https://sdgs.un.org/topics/sustainable-tourism
Making Tourism more Sustainable: A Guide for Policy Makers (unep.org)
file:///C:/Users/acer/Downloads/Artificial-Intelligence-in-Sustainable-Tourism-and-Its-Impact-on-Economic-Development-of-a-Country-Like-India.pdf
https://www.unwto.org/sustainable-development/circular-economy
https://medium.com/publishfive/artificial-intelligence-in-travel-top-7-challenges-f860702acb05
J&K Forest (Conservation) Act, 1997
‘Jammu & Kashmir Draft Eco-Tourism Policy – 2016’
Jammu and Kashmir Artificial Intelligence (AI) Framework
https://risingkashmir.com/revitalizing-jammu-and-kashmir-a-vision-for-sustainable-tourism/
https://www.greaterkashmir.com/opinion/kashmir-needs-bhutan-type-tourism-policy/
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