Cultural heritage consciousness as a catalyst for agri tourism (a case study of Jammu region in J&K)

Culture is a bed rock of place consciousness and aesthetics that shapes the civilizational moorings of the people. Crystallisation of cultural landscape leads to the heritage development. Himalayas have nurtured the rituals, rites and socio-economic undercurrents of the people. Both tangible and intangible heritage are predominant in Jammu region of Jammu and Kashmir that have pan Sanskrit civilizational moorings. Villages of Jammu are rich in aesthetics and religious activities that are integrated to the daily lives of the people. This paper explores the scope to integrate the heritage and culture of the rural Jammu into the product mix that leads to the multiplier effect. Richness of the rural landscape with the temples and forts besides the traditional skills offers a plethora of tourism products. The challenge lies in evolving a comprehensive strategy to restore the rural heritage by preservation and conservation. Paper argues that there is a need to incorporate the internationally stipulated guidelines by the organizations like ICOMOS and ICCROM to devise community involvement programmes. Need for segmentation of the cultural traditions and their utility in the market to boost the Agri business. So that it leads to increase in income and preservation of the cultural heritage in the rural landscape. Leading to strategy that markets the cultural heritage and at the same time reinforces the rural economy based on agriculture. The focus is to bring the gaze back to the villages without damaging the eco system and carrying capacity. Paper is an attempt to arrive at a synergy between cultural heritage, economy, Agri Business, marketing and tourism. Allowing Jammu to adopt the international innovations meant for rural development through cultural heritage as a sustaining model for Agri Tourism.