Kolkata: Jammu & Kashmir Tourism have embarked on a strong marketing drive since September to woo back the tourists into the Union territoy they once called the ‘heaven on earth.’ A series of roadshows to promote the picturesque region were conducted across a number of major cities as a top official of the ministry sounded an upbeat note as he spelt out plans for the future.
‘‘More than 1.1 million tourists visited our state this year and we want to take the number higher as we have added a number of add-ons to the time-tested attractions,’’ said Wasim Raja, Additional Secretary in charge of J & K Tourism.
A haven for tourists for decades as well as Bollywood for shooting purposes till the Hindi film industry looked westwards, the Union Territory is making a strong pitch to win the back the tourists by adding on new destinations like Basholi in Jammu and Gareez, Bangus, Doodpatri (Valley of Milk), Toshmaidan - among other places.
Speaking to Gulf News during onduct a telephonic interview, Raja said they are in the process of formulating a film policy for the state which will facilitate shooting of web series and films. ‘‘We have had a series of meetings with noted producer Mukesh Bhatt and want to carry it forward,’’ he said.
‘‘The point where we score over others is that Jammu and Kashmir is a destination where we have something to suit everyone’s budget. Accommodation is not expensive either and let me assure you that 95% of all stakeholders connected with the tourism industry are vaccinated now,’’ the official said.
It was an unusual sight for Kolkata residents earlier last month when a cavalcade of phaetons (horse-driven carts) paraded down a part of the city near Victorial Memorial carrying flags with the message. ‘‘It was a well executed show and we hosted similar processions in cities like Mumbai, Ahmedabad, Hyderabad and Chennai as well,’’ he added.
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