Pro­mot­ing J&K in Mid­dle East

The state tourism depart­ment has kicked off a cam­paign in the Mid­dle East to pro­mote Jammu and Kash­mir tourism among leading travel agencies of UAE. It also aims to in­vite non-res­i­dent Kash­miris to in­vest in the J&K tourism in­dus­try.

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The Jammu and Kash­mir govern­ment is look­ing at un­veil­ing di­rect Sri­na­gar-Dubai flights in the near fu­ture. This was re­vealed by Talat Parvez, Di­rec­tor, J&K Tourism Depart­ment. Parvez, who re­cently at­tended the pro­mo­tional and mar­ket­ing cam­paign by J&K Tourism in Dubai, said, “The pro­posal to start Sri­na­gar-Dubai flight ser­vice is in process. Once com­pleted, it will be for­warded to the Union Civil Min­istry for ap­proval. The de­mand for di­rect con­nec­tiv­ity (be­tween Kash­mir and the Gulf coun-

J&K Tourism Depart­ment has launched a pro­mo­tional and mar­ket­ing cam­paign in Mid­dle East. It aims to in­vite non-res­i­dent Kash­miris to in­vest in J&K tourism in­dus­try

Talat Parvez

Di­rec­tor, J&K Tourism Depart­ment

tries) has come up dur­ing the pro­ceed­ings of this road­show.”

Throw­ing more light on this re­cent pro­mo­tion in the Mid­dle East, Parvez in­formed, “J&K Tourism Depart­ment has launched a pro­mo­tional and mar­ket­ing cam­paign in Mid­dle East start­ing from Dubai. The cam­paign seeks to pro­mote Jammu and Kash­mir tourism among leading travel agencies of UAE. It also aims to in­vite non-res­i­dent Kash­miris to in­vest in J&K tourism in­dus­try.” Tourists from Gulf coun­tries have carved a niche among the ‘high-end’ cat­e­gory the world over. How­ever, Kash­mir has failed to get its share from the re­gion, he laments.

Ac­cord­ing to Parvez, Kash­mir re­ceived more than one mil­lion tourists in 2013. Ma­jor­ity of this in­cluded do­mes­tic trav­ellers. “We hardly get any share from the Gulf, ow­ing to the un­avail­abil­ity of short­ened air routes for it,” he pointed out. To com­bat this, the tourism depart­ment is also plan­ning to in­tro­duce Ara­bic tourist hot­line and text mes­sage ser­vice that will be avail­able round-the-clock.

The state is also tar­get­ting South­east Asia and Rus­sia to pro­mote J& K as a tourist des­ti­na­tion. “The state of­fers great po­ten­tial for ad­ven­ture tourism with nu­mer­ous ac­tiv­i­ties such as trekking, paraglid­ing, ski­ing, moun­taineer­ing, moun­tain- bik­ing, cy­cling, rap­pelling, ice skat­ing, snow­board­ing, white- wa­ter river raft­ing, cruis­ing, camp­ing, etc. Au­thor­i­ties have re­cently taken up res­ur­rec­tion and beau­ti­fi­ca­tion of the Jhelum River in Jammu & Kash­mir. So far, the drive has

` seen an ex­pen­di­ture of 3.33 crore in the drainage and de­vel­op­ment of a flood chan­nel dur­ing the first phase,” he af­firmed.

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