Encouraged by heavy rush of tourists this winter after witnessing two years of total failure due to administrative and COVID-19 restrictions, Jammu and Kashmir tourism department has been organizing road and musical shows, besides marathons in different parts of the country during the past few weeks to attract more guests this summer.
Asia’s largest Tulip Garden on the foothill of Zabarwan hills and overlooking famed Dal Lake is all set to open for tourists later this month. However, last year due to COVID restrictions, the garden, brainchild of former chief minister and senior Congress leader Ghulam Nabi Azad, was deserted.
In 2019, summer and winter season recorded almost zero occupancy after government directed tourists to leave Kashmir valley days before centre abrogated Article 370 and 35 A besides divided the Jammu and Kashmir into two UTs.
An official spokesman said the department has held 21 roads shows in different parts of the country in order to promote tourism outside the Union Territory (UT).
He said the department in collaboration with the Travel Agents Society of Kashmir (TASK) organized a grand promotional evening and road show in Chennai in which more than 160 prominent travel agents including heads of main travel bodies participated.
He said the highlight of the event was a detailed presentation of J&K tourism by Additional Secretary Tourism JK, Waseem Raja about the known and lesser-known tourist destinations, art and craft, pilgrim and adventure tourism besides the upcoming festivals.
Mr Raja appraised the jam-packed gathering about the rigorous promotional campaign launched by the department to attract tourists from across the country and the positive outcome of the events in terms of increasing tourist footfall during the winter season in the UT.
Highlighting the potential of Chennai as an emerging market for J&K tourism, he sought support from the local travel trade fraternity and the head of the associations for promoting J&K's tourism potential.
The presentation was followed by an interactive session with the local travel trade, who put forth their suggestions to further improve the tourism services in the UT.
Mr Raja assured the travel trade of all necessary support from J&K tourism in making the traveler’s stay in J&K memorable.
Besides, the Additional Secretary Tourism, the team of J&K tourism was represented by DGM Jammu and Kashmir Tourist Development Corporation Ashwani Gupta, Tourist officer Chennai T P Singh, President TASK Mir Anwar, General Secretary TASK Athar Yamen Narwari and other office bearers and members of TASK.
The road show was attended by various prominent personalities of Chennai including Director Information and PR Tamil Nadu Bhaskaran, Joint Director Tamil Nadu Tourism Development Corporation P Pushparaj, travel trade representatives of Chennai including President Tamil Nadu Tour, Travel and Hospitality Association VK T Balan, Chairman TAAI Southern Region K Shah ul Hamid, President Tamil Nadu Tourist Vehicle Operators Association A. Afzal, Secretary ADTOI Tamil Nadu Chapter Ashok Kumar, Director Tollywood John Vijay and other tour operators.
The dignitaries who addressed the audience praised J&K tourism for the grand road show and reiterated their unflinching support for tourism in J&K.
The audience was mesmerized by colourful musical performances during the event.
J&K Tourism led by Mr Rja also addressed the regional press in the afternoon.
During the interaction, he appraised the media about the current tourism scenario in J&K and the promotional activities launched by the department within the UT and outside markets.
During the sidelines of the events, the Additional Secretary tourism also interacted with local FM channels and other local media for the promotion of J&K tourism.
Besides, the department has also been participating in various travel marts and has launched the promotional campaign at airports, railway stations, metros and through print, electronic and digital media.
The Additional Secretary Tourism assured the travel trade of Chennai that all necessary Covid-19 related protocols are being followed religiously at various tourist destinations, hotels and also during events and festivals.
At the beginning of the event, President TASK Mir Anwar gave a welcome address and highlighted the vast tourism potential of the JK. He urged the travel agents to promote JK as the top tourist destination which has every product to offer for all tastes of travelers.
A small marathon was also organised on Marina Beach on Saturday morning to create a buzz on J&K Tourism.
Similar roads shows were organized at Bhubaneswar in Odisha, Indore in Madhya Pradesh and other cities of the country. The J&K Tourism department also took part in major Travel Trade Fairs held at many prominent cities in the country.
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