The state of Jammu and Kashmir has released a 5-minute video to dispel negative stereotypes about the valley, counter one-sided media portrayal and promote tourism in the “paradise on earth”
The video, titled Warmest Place on Earth, got 1.5 million views on Facebook and 35 thousand views on YouTube in less than 24 hours. It was officially released by the state CM Mehbooba Mufti in a grand ceremony.
She lamented the negative image of Kashmir and issued a press release saying, “the negative portrayal of Kashmir has affected the tourism industry of the state badly which employs a sizeable chunk of population”.
“Tourism to Kashmir is not about its physical beauty alone but the exploration of a deep-rooted spiritual system which needs to be experimented. Hospitality and warmth are deeply ingrained in the life of people here which has aptly been reflected by the film,”
The short video has a Kashmiri song playing in the background that is written by Kashmiri IAS officer Shah Faisal, who is currently serving as the managing director of JK power development department
The video highlights the hospitality of Kashmir and attempts to draw people towards Kashmiri culture.
Before the rise of militancy and cross-border insurgency in 1990, Kashmir was a popular tourist destination, in the itinerary of both domestic as well as international tourists. Many Bollywood movies too were shot in the enchanting valleys.
The video shows a couple from the Indian mainland visiting the delightful Kashmir valley, and going on a day-long trip with someone whom they believe is the driver of the travel agency, but he turns out to be a common Kashmiri who is doing some errands for his wife.