It’s destination Kashmir for Incredible India. For the next one year, the tourism ministry’s flagship programme Incredible India will focus on bringing in international and domestic tourists to Jammu, Kashmir, and Ladakh.
The J&K tourism department describes the state as “fruits spill out of brimming baskets; strawberries and cherries, peaches and apricots; all the bounty of a fertile land. Pale green paddy fields rise in tiered steps upon the hills. In the high meadows, trout jump in rushing, snow-fed streams. The encircling snow-capped mountains provide a perfect setting for a valley that's vibrantly alive.”
And that is basically what the Incredible India campaign will be selling. Just last week the state government hosted a delegation of all the heads of 14 India Tourism offices abroad to give them a first hand feel of what they’d be selling.
India Tourism offices will now be asked to highlight the Mughal Gardens in Srinagar, the Royal Springs Golf Course and Pari Mahal in Srinagar, in addition to the tried and tested formula of houseboats on the Dal Lake.
“The state government has already called for tenders to set up a food park and a tourist city centre in the state Capital and all forthcoming campaigns will highlight this,” said a senior government official who did not wish to be identified.
To attract large group bookings by corporates, the availability of an international convention centre will be highlighted and event organisers will be told that delegates to such conventions would have access to adventure sports, golf, snow skiing, trout fishing, mountain riding (horses) at scenic locations barely six hours away from the convention centre in the state capital.