Mohammad Rouf Khan aims to ‘transform Kashmir’s tourism landscape, uplift local economy’
Jahangeer Ganaie
Awantipora, Jan 31: A man hailing from south Kashmir’s Pulwama district has taken voluntary retirement from the Air Force to embark on a new venture to promote rural tourism and generate employment opportunities in his native area.
Mohammad Rouf Khan, a resident of Barsoo village in the Awantipora hamlet of Pulwama, has launched ICY Kashmir Tour and Travels, “to transform” the tourism landscape of Kashmir.
After dedicating two decades to military service, Rouf said he wants to create sustainable employment opportunities by extending the tourism industry beyond Srinagar into the heart of Kashmiri villages.
Speaking with the news agency—Kashmir News Observer (KNO), Rouf said, “ICY Kashmir Tours and Travels are committed to empowering local communities, including my native village of Barsoo.”
He said the venture seeks to involve villagers in various tourism-related activities, from car rentals and guided tours to the direct sale of local products, such as saffron-infused dry fruits, to customers.
“In a region where tourism has been traditionally confined to Srinagar, I want to highlight the charm of Kashmir’s villages,” Khan said, adding, “Through carefully crafted itineraries and immersive experiences, travellers will have the opportunity to explore the authentic beauty and culture of real Kashmir, which will contribute directly to local prosperity.”
He said it is important to move towards inclusive and sustainable tourism. By empowering villages and diversifying the tourism landscape, I invite travellers to be part of a transformative journey that benefits both visitors and locals alike, he said.
“For bookings and inquiries, visit www.ickashmir.in or find more details on Instagram @ickashmir to discover the authentic charm of Kashmir’s villages with ICY Kashmir Tours and Travels,” Khan shared.
“I received a positive response in the first six months and anticipate continued success in the future,” he added—(KNO)
