"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 percent growth in arrivals," J-K Director Tourism and JKTDC Managing Director Farooq A Shah said.
Nearly 11 lakh travellers visited Jammu and Kashmir in 2014, of which only 50,000 were from foreign countries, he said.
"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 percent of the state's infrastructure was affected in floods in September 2014, he said.

"We have restored the infrastructure, including roads. Everything is in place to offer the best of experience to the tourists," he said.

To improve the tourist flow into Jammu and Kashmir, the state government has declared 2015, as 'Visit Jammu and Kashmir Year'.

"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.

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