State Affairs

J&K tourism’s ‘Warmest Place on Earth’ ad goes viral

DELHI: Jammu and Kashmir, the ‘paradise on earth’ that is known for its freezing winter temperatures will be showcased to tourists as the “Warmest Place on Earth”.

That’s the title of a five-minute video released by the tourism department of the terrorism-hit state to try and convince domestic travellers that Kashmir is safe and its people are warm and hospitable, reports Mint.

See ad here

According to Jammu and Kashmir Economic Survey reports for 2014 -15 and 2016, tourist arrivals (both domestic and international) has been on a constant decline.

The report highlights that for the year 2012 the tourist arrivals stood at 12.5 million. Tourist inflow stood at 9.2 million in 2015 out of which majority of the tourists (7.77 million) visited Jammu while merely 1.28 million went to Kashmir Valley.

Mahmood Ahmad Shah, director, Tourism Kashmir, claimed that the state has received around 10 million tourist arrivals (both domestic and international) in 2016.

Made by advertising agency J. Walter Thompson (JWT) Delhi, the film features a young Indian couple visiting the picturesque Kashmir valley. They take a day-long trip with someone who they think is the cab driver provided by their travel agency—but he eventually turns out to be a common Kashmiri out to run an errand for his wife.

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