"Jammu and Kashmir consists of three regions - Jammu, the Kashmir Valley and Ladakh. We get pilgrims for Jammu, families and groups for Kashmir valley and youth for Ladakh. Tourism in the state is improving every year. This year, we have lined up many interesting activities for the tourists in the form of fairs, festivals, sports and adventure and expect 10 per cent growth in arrivals," J-K Director Tourism and JKTDC Managing Director Farooq A Shah told PTI here.
"Domestic travellers are the backbone of the state's tourism and JKTDC aims to focus on strengthening this segment. Our focus will be on family and meetings, incentives, conferencing, exhibitions (MICE) segment as there is huge potential in both these areas," he said.
In India, Jammu and Kashmir's traditional market is from Gujarat, Maharashtra and West Bengal.
About 10 per cent of the state's infrastructure was affected in floods in September 2014, he said.
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"We have restored the infrastructure, including roads. Everything is in place to offer the best of experience to the tourists," he said.
"We are planning aggressive marketing and promotions across the country through the traditional and digital medium and to create awareness about the major tourist attractions of the state and also about those wonders nestled in offbeat tracks. We are also planning to conduct roadshows for this purpose," he added.
The Jammu and Kashmir Tourism Board is also in talks with Bollywood to promote it as a destination for Indian films and television industry, he added.