BANGALORE: Jammu and Kashmir has again been adjudged the Best Adventure Tourism Destination in one of India’s largest travel shows known as Indian International Travel Mart (IITM), which concluded today in Bangalore, an official spokesman said.

Director Tourism Mehmood A Shah receiving award at Bangalore. A state government photo

Director Tourism Kashmir, Mahmood A Shah, received the award from Sri Lanka’s Minister of Tourism Development and Christian Religious Affairs, John AE Amaratunga. Joint Director Tourism Jammu, Vishesh Paul Mahajan, GM J&K Tourism Development Corporation, Sajid Naqash, were also present on the occasion.

Twelve countries and 24 states participated in the event this year and showcased their tourism products. Besides tourism boards, travel and tourism industry, including hoteliers, online travel portals, hotel reservation networks, wildlife and eco-tourism resorts and golf resorts, participated in the event, making it one of the largest platforms for tourism promotion.

During the three day event, the visitors were given brochures and other publicity materials having extensive information of tourism destinations and other products.

Speaking on the occasion, Director Tourism Kashmir said J&K has all kinds of tourism products to offer to all kinds of traveler tastes besides having immense potential in adventure, leisure and pilgrimage tourism.

Saying that the award recognizes the Tourism Department’s efforts to promote the State as an adventure tourism destination, he said the Department is also conducting various adventure-related activities to promote adventure tourism among locals, who can then earn livelihood in this sector of tourism.

The Department had decorated its space beautifully during the three-day show attracting visitors and exhibitors who showed a keen interest in visiting J&K. Shah also said the Department is making efforts to tap the South Indian market, adding loads of bikers, adventure enthusiasts and leisure and pilgrim tourists from Karnataka are currently visiting J&K.

J&K has already received two awards in IITM Chennai, including the Best Adventure Tourism Destination award.

The participation in the travel trade shows is in continuation of the efforts of the Tourism Department to remove negative perception among travelers to visit Kashmir. The Department also participated in TTF Kolkata, TTF Hyderabad and IITM Chennai to assuage fears and counter negative perception about the State.


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