Published on : Friday, December 1, 2017
The tourism department of J&K has finalized to arrange mega-events on Christmas and New Year in the towns of Pahalgam and Gulmarg. Also, there will be winter snow carnival in a way to improve the number of visitor arrivals in 2018 and revitalize the sector facing worst crisis.
Besides, the J&K department is about to initiate niche campaigns across the entire tier II cities of India and adjacent countries of south and Southeast Asia to exploit the market and at the same time enthuse people to visit Kashmir. Recently, tourism department of J&K produced a film on Kashmir and will be released on all major New Delhi based and regional news channels to cut through the ‘negative propaganda’ on electronic media.
In the last 18 months, the tourism industry went through major ups and downs particularly after the murder of Hizb ul-Mujahideen commander, Burhan Wani in July last year. The arrival of tourist experienced a vertical fall because of six months of long political unrest in Kashmir influencing travel and hotel industry in an adverse way. The crisis compelled many hoteliers to shut their properties and most of the people in hotel management industry became jobless.
To quote Peerzada Zahoor, deputy director (publicity) of tourism department, “Silver lining is that people never stopped coming to Kashmir but the numbers went down from 11 lakh till July 8 to one lakh for rest of the six months last year. There was a steep fall. However, now we hope 2018 will be a great year for tourism in Valley.”