In a bid to promote winter destinations and attract tourists in Jammu and Kashmir, the state government recently organised a two-day snow festival in Pahalgam District.
State Tourism Minister Ghulam Ahmad Mir inaugurated the two-day festival, which kickstarted on Tuesday.
Although tourists throng Pahalgam during the summers, the state government aims to increase tourist inflow during the winters as well through the snow festival.
"For the last few years, tourists were visiting limited destinations, and because of such limitations, the arrival of tourists was on decline. If tourists were coming,they use to leave in three days, cutting their trip short. Our plans are to engage tourists for at least ten days," said Mir.
The festival initiated a new trend by attracting more tourists. Despite freezing temperatures, rugby players wooed audience.
"If we see, earlier in Pahalgam, sports activities were very less. But now, I think because of the festival, there is lot of tourist inflow. Tourists are coming to us and taking photographs. In terms of tourism, a new trend is developing," said rugby player, Irfan Ahmad.
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During the snow festival, various winter sports like snow rugby, skiing and snow throwing championship were held.
"It feels good to be here. I think snow festival should be held every time and even after snowfall, adventurous sports like rock climbing should be promoted for the benefit of people," said a tourist, Sunita.
Local residents welcomed this step taken by the tourism department as this will bring tourists to Pahalgam in winter season also, which is also generate employment opportunities.