In a bid to woo tourists to the valley, the Government of Jammu and Kashmir has organised the "Winter Calling" tourism festival.
The tourism sector, which is considered the backbone of the Kashmir economy, was badly affected during the last five months because of the unrest in the valley.
But now, when the situation is gradually improving, the government has geared up to start tourism-related promotional activities.
Shikara race, water sports and cultural programs were the main attraction for visitors during the festival. The tour operators, Shikara and house boat owners, who were also present during the festival seemed pretty excited and asked to organise such activities to attract tourists in Kashmir more often.
Despite the chill, a large number of people, including Shikara holders and prominent tourism players participated in the festival.
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Children also took part and enjoyed water sports and other activities.
"For the promotion of tourism, we are going to organise different events in coming months and this festival, namely "Winter Calling", is an initiative, because without proper publicity, the tourism industry cannot flourish in valley," said Mehmood Shah, Director (Tourism).
"We want to build momentum and send out a message that festivities have started in the valley," said Shameem Shah, the chairman of the Travel Agents Association.
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