SRINAGAR: As tourist arrivals continue to increase in J&K, chief minister Omar Abdullah has welcomed the trend but said the influx may need to be regulated to protect the region’s tourist destinations and ensure visitors have a better experience.He said unchecked crowds can lead to traffic congestion, inadequate facilities and overcrowding, depriving tourists of the serene environment they expect.“We are not selling Disneyland, Universal Studios or Las Vegas. What attracts people here is our rivers, lakes, mountains, glaciers and landscapes. Protecting these natural assets must remain the central objective of every tourism master plan,” the CM said on Thursday.“Before the Pahalgam attack last year, we were dealing with traffic congestion caused by huge tourist inflow. Soon afterwards, we were worried because hotels and destinations had become empty. This reminds us how fragile tourism can be in Jammu & Kashmir where a single incident can affect the whole season,” he said.The CM was addressing a conclave on “Sustainable Tourism Planning” here.“Value-based tourism is sustainable tourism. Our responsibility is to create conditions where local people earn better incomes while ensuring that tourism remains environmentally and economically sustainable for generations to come,” he said.“We have to decide whether we wish to earn by charging one hundred tourists one rupee each or by creating an experience where one tourist is willing to pay one hundred rupees. The answer to that question must shape all our future tourism master plans,” Omar said, adding that over the years, the region had understandably pursued a volume-based approach to demonstrate normalcy after years of conflict.The CM also stressed the importance of strict enforcement of building regulations and tourism master plans. “A master plan is only as good as its implementation. Selective enforcement breeds resentment and weakens public confidence. Tourism planning cannot be confined to offices; it must be prepared in consultation with local communities who have lived in these destinations for generations,” he said.