A short film promoting tourism in Kashmir has drawn over one million views on Facebook within the first 24 hours of its launch by Jammu and Kashmir chief minister Mehbooba Mufti.
The video — Warmest Place on Earth — that focuses on the hospitable nature of the residents of the valley was launched by Mufti in Srinagar on Saturday evening and shared by her as her first ever tweet on Sunday evening referring to it as “Kashmir, our home.”
In 2016, the state recorded the arrival of 1.29 million tourists.
Tourism figures for the valley have had a direct link with its law and order situation.
Kashmir was a favourite among national and international tourists until 1988, with over 700,000 arrivals. But in 1989, an armed violence began in the valley and the numbers dropped by 200,000.
There has been a decline in insurgency-related violence in recent years in the valley but the rise in street violence, mostly stone-pelting, has again scared away tourists.
“The film highlights how an average Kashmiri reacts when he receives tourists and how he hosts them,” said Mahmood A Shah director of Tourism Jammu and Kashmir.
The video has also been shared by filmmakers Karan Johar and Imtiaz Ali and actor Alia Bhatt on social media. Ali, who shot his films Rockstar and Highway in the valley, in fact, recalled his experience of how as a Class 9 student he was moved by the hospitality of a local in Kashmir.
“This short film truly captures the essence of Kashmir!!! The warmest place on earth! Please watch! ??” Bhatt tweeted.
Produced by Jaibeer Ahmad for J Walter Thompson, the film is directed by Amit Sharma.
In May, the state government promoted Jammu and Kashmir as an all-season destination suitable for adventure sports with a video The Land of Ultimate Adventure featuring Ladakh. Before that, the tourism department promoted the state as an enchanting destination in 2014 as Paradise on Earth.
- J&K Police Public Mela : Lucky draw results announced, check details at
- Pakistan has made fool out of itself : Former diplomats rebuke Maleeha Lodhi