Leh, December 18: Lieutenant Governor of Ladakh, Shri Kavinder Gupta, on Wednesday said that Ladakh is steadily emerging as a memorable, responsible and sustainable global tourist destination, with tourism growth firmly anchored in cultural preservation, community participation and environmental responsibility.
Addressing a programme organised by the Department of Tourism for the unveiling of the Destination Ladakh logo, the Lieutenant Governor said Ladakh’s unique heritage, pristine natural landscape and resilient communities form the foundation of its global identity. He emphasised that the UT Administration is committed to promoting inclusive, balanced and environmentally sensitive tourism that respects local traditions and ecology.
Unveiling the Destination Ladakh logo, the ‘Celebrate Ladakh’ calendar and the STP Incentive Scheme, the Lieutenant Governor said the new tourism identity marks an important step towards strengthening Ladakh’s presence on the national and international tourism map, while ensuring sustainable livelihoods and long-term benefits for local communities.
He stated that Destination Ladakh is not merely a logo but an opportunity to present Ladakh’s distinct culture, heritage and people to the world. The logo, he said, symbolises the region’s resilience, warmth and understated dignity, blending tradition with subtle modernity and reflecting Ladakh’s journey as a responsible and community-friendly tourism destination. He added that the initiative aims to promote balanced, year-round tourism and generate employment, particularly for youth and women.
Highlighting the vision of Prime Minister Shri Narendra Modi, the Lieutenant Governor said the focus has consistently been on bringing remote and strategically important regions like Ladakh into the mainstream of development. Guided by this vision, he said, the UT Administration is advancing innovation, sustainability and cultural preservation to position Ladakh as a globally relevant and responsible destination.
The Lieutenant Governor informed that several major tourism projects are being implemented with support from the Ministry of Tourism. These include the Swadesh Darshan 2.0 projects such as the Julley Leh Biodiversity Park (₹23.16 crore) and the LoC and Hunderman Village Experience in Kargil (₹11.45 crore), along with the development of Mushkoo Valley under the Challenge Based Destination Development Scheme (₹9.77 crore). Homestays are also being developed in tribal clusters under the PM-JUGA scheme. Additionally, a Water Screen Projection Show at TFC Kargil and a Sound and Light Show at Leh Palace are under development and are expected to be commissioned in 2026.
During the event, the Celebrate Ladakh calendar—featuring annual festivals for the next three years—was released, along with the STP Incentive Scheme aimed at environmental protection and public health regulation. Satellite Phone Procurement SOPs were also launched to enable private tour operators to procure satellite phones from BSNL for emergency use.
Chairman and Chief Executive Councillor, LAHDC Kargil, Dr Mohd Jaffer Akhoon, congratulated Team Stringmo for designing the logo and highlighted its positive socio-economic impact, particularly for members from economically weaker sections. He also stressed the tourism potential of Kargil, especially the Suru Valley, and called for greater institutional and sporting initiatives to engage local youth.
Chief Advisor Dr Pawan Kotwal highlighted key demands of tourism stakeholders, including consistency in the tourism calendar and enhanced national and international promotion. He also outlined initiatives such as the STP Incentive Policy and a solar rooftop scheme for commercial establishments.
Administrative Secretary, Tourism, Sanjit Rodrigues, detailed various initiatives and policy measures undertaken by the department, including the Ladakh Homestay Policy 2023 and Ladakh Mountaineering Policy 2024, and plans to organise familiarisation tours, B2B meetings and a Winter Conclave to further strengthen Ladakh’s tourism outreach.
The Destination Ladakh logo, designed by Team Stringmo and inspired by the Bhoti letter “La”, was formally launched as the new tourism identity of Ladakh, symbolising the region’s landscape, culture and historic trade routes. Director, Tourism, Tsering Paldan, delivered the vote of thanks. The event was attended by senior civil and police officials, Army representatives, tourism stakeholders, transport unions and members of civil society from across Leh and Kargil.
