When Par­adise on Earth sum­mons

TravTalk - India - - STATES - KAN­CHAN NATH

Priya Sethi, Min­is­ter of State for Tourism, Gov­ern­ment of Jammu & Kash­mir, is all geared up to take tourism to the next level in the state which is of­ten dubbed ‘Par­adise on Earth’ by en­cour­ag­ing travel agents and as­so­ci­a­tions to hold events and con­ven­tions in the state.

Buoyed by the var­i­ous tourism events lined up in the Val­ley in the com­ing months, Priya Sethi, Min­is­ter of State for Tourism and Cul­ture, Gov­ern­ment of Jammu & Kash­mir, in­vites dis­cern­ing trav­ellers, tourism stake­hold­ers and travel agents to ex­pe­ri­ence the state at its best. “In­dus­try stake­hold­ers are con­stantly look­ing for ways to break down cul­tural bar­ri­ers and pro­vide guests with the most pleas­ant ex­pe­ri­ences. My state has had its share of hard­ships, but I’m sure the worst is over. We are on our way to ex­pand the tourism sec­tor and are look­ing to­wards pos­i­tive ex­changes of con­crete ideas in pro­mo­tion of tourism and cul­tural ties be­tween Jammu and Kash­mir and the rest of the world. I would like to in­vite you all to visit its var­i­ous tourism facets. If you want to judge our hos­pi­tal­ity, just crawl though the visi­tors’ books of any of our house­boats, the re­views are gen­uine and not cooked up,” Sethi said. Not­ing that for the state gov­ern­ment, tourism is not merely a means of gen­er­at­ing rev­enue but a way to en­sure de­vel­op­ment and sus­tain­abil­ity piv­oted on Kash­miri cul­ture and creative art.

Ac­cord­ing to Sethi, the state gov­ern­ment is im­mensely con­cerned about the safety and se­cu­rity of tourists. “Law and order and safety is a state sub­ject and I’d like to in­form you that our Min­istry has for­mu­lated a set of guide­lines for the safety and se­cu­rity of tourists. We are work­ing on set­ting up a 24x7 line as well. We are go­ing through trial runs with our new in­ter­ac­tive web­site and mo­bile Apps which will en­able tourists to ac­cess in­for­ma­tion on J&K at the click of a but­ton. Our en­deav­our is to make Jammu & Kash­mir a pre­ferred des­ti­na­tion,” Sethi said.

The Jammu & Kash­mir Gov­ern­ment has re­cently come up with a film show­cas­ing the var­i­ous tourism of­fer­ings in the state and feed­back from tourists. “Kash­mir has it all - her­itage, cul­ture and nat­u­ral beauty with myr­iad trekking sites. It’s truly a par­adise on earth. We had re­cently gone to Chen­nai, Ben­galuru and Hy­der­abad

We are work­ing on set­ting up a 24x7 line as well. We are go­ing through trial runs with h our new in­terich in­ter­ac­tive web­site and mo­bile Apps which will en­able a pre­ferred des­ti­na­tion.

and it was sad to know that peo­ple did not know about the real Jammu and Kash­mir,” Sethi rued.

En­list­ing the var­i­ous tourist ac­tiv­i­ties that the state has to of­fer, Sethi said, “If you talk of re­li­gious tourism, Jammu of­fers many an op­por­tu­nity. If you talk about MiCE, Kash­mir has nu­mer­ous golf cour­ses. There are beau­ti­ful trekking routes, dif­fi­cult as well as easy, we want to ex­plore the same. Our tar­get is to get more tourists into the state and for the same we have been meet­ing peo­ple, at­tend­ing road­shows, sem­i­nars and in­ter­ac­tions with the me­dia.” The tourism department is in talks with travel trade and other state tourism boards to gen­er­ate aware­ness and sign MoUs to at­tract more tourists.

Priya Sethi Min­is­ter of State for Tourism urism and Cul­ture Gov­ern­ment of Jammu mmu & Kash­mir

Talk­ing about new tourism prod­ucts, Sethi added, “In terms of hor­ti­cul­ture, we have the best of ap­ple or­chards, we are en­cour­ag­ing tourists to ‘pick their own ap­ples’. We are com­ing up with a Sound and Light show at the Dal Lake. There is also talk of de­vel­op­ing border tourism in cer­tain ar­eas.”

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