The department of tourism Kashmir on Sunday this year celebrated New Year at Pahalgam to promote the destination for winter tourism.
The spokesman said Pahalgam, which primarily is a summer destination, receives lesser tourist footfall in winter months as compared to Gulmarg which remains packed.
However, for past few years, the department is promoting Pahalgam as winter destination through various sports activities.
The department kick-started the New Year celebration by organizing first ever snow half marathon at Pahalgam, ice-climbing events and All Terrain Vehicle (ATV) ride show.
Director Tourism Kashmir Mahmood A Shah flagged off the race at Pahalgam Club which passed to Aru and culminated back at the starting point to compete for 21 kilometres.
The snow-marathon, which brought Pahalgam alive, is first of its kind half marathon organized under sub-zero temperatures to promote the destination and also keep local youth engaged.
The department also organized ice-climbing at Pahalgam in which scores of the trained mountain climbers participated and hiked the cliff.
Later in the evening, the department organized cultural and musical events at Pahalgam Club which entertained both locals and the tourists.