Srinagar- An extravagant marriage ceremony of a Canada based realtor with a Kashmiri engineer in the picturesque Pahalgam tourist resort has brought to fore the hidden potential of destination weddings in Kashmir Valley, even as more couples have chosen ‘heaven on earth’ to tie nuptial knot in the coming days.
The journey of Canada based realtor Rajvir Kaur started last year when she met Kashmiri engineer Jaspreet Singh for the first time in the village of shepherds during a calligraphy camp.
Kaur, who organizes calligraphy camps in many places in the country and abroad to promote Punjabi, found her soul mate in Jaspreet. Over the time, both developed a bond and decided to enter wedlock.
The wedding finally took place on Monday in Pahalgam with as many as 170 guests, including family and friends turning up at the venue to give their blessing to the couple.
“The marriage ceremony was held at the Pahalgam Hotel. The couple had chosen Pahalgam Valley as their wedding destination for its pleasant weather and scenic view,” Kaur’s cousin, Jasmeet, told Kashmir Observer.
The wedlock of Kaur and Jasmeet has not only brought cheer to the local hoteliers but has also acted as a catalyst for the tourism department to promote Kashmir Valley as a popular wedding destination.
An official of Jammu and Kashmir Tourism Department said that the government is now focusing more on wedding tourism in a bid to boost tourism in the Union Territory.
“A number of big fat weddings have been celebrated in Pahalgam and Srinagar. Many more are in the pipeline,” the official told Kashmir Observer.
He further said the upcoming weddings are likely to be celebrated in five star hotels like Vivanta by Taj and the Grand Lalit, nested in the lap of Zabarwan forest range and overlooking the pristine Dal Lake.
The official said that the tourism department is also focusing on MICE tourism (Meetings, Incentives, Conferences, Exhibitions) and have hosted a number of companies including MakeMyTrip and Asian paints for annual conferences at SKICC (Sher-e- Kashmir International Convention Centre)
“We are also facilitating meetings between Valley hoteliers with the event managers across the country so that more weddings and events can be held in Kashmir,” the official added.
At the same time, the initiative of the tourism department to promote Kashmir as a wedding destination has brought cheer to the tourism players of the valley.
General Secretary, Jammu and Kashmir Hoteliers Club (JKHC) Tariq Rashid Ghani said that the destination weddings in Valley is a welcome step and will certainly boost tourism in all the seasons.
“We have the best infrastructure to organise weddings and cater the needs of the esteemed guests,” Ghani said, adding that the government needs to promote Kashmir Valley as a popular wedding destination.
Asif Iqbal Burza, who runs a chain of hotels, told Kashmir Observer that the destination weddings have a huge potential to boost tourism in the Valley.
“I can say Pahalgam has sufficient infrastructure to host large scale, high-end weddings. It also has the club of JKTDC that can host a large number of people,” said Burza.
He further added that from the last few years, a number of weddings have been hosted at his hotels in Pahalgam.
At the same time, the Jammu and Kashmir Tourism Development Corporation (JKTDC) has activated all its assets to accommodate people who visit the Valley for destination weddings.
Menga Sherpa, Managing Director, JKTDC says that the department has launched special offers on marriage parties at Pahalgam Club and the Convention centre.
“Some of our prime assets like the Pahalgam club have been catering the needs to the wedding ceremonies and annual conferences. We recently hosted the annual conference of Doctors Association Kashmir,” Sherpa told Kashmir Observer.
Sherpa added that these packages are very affordable and attractive, which will ultimately boost the tourism sector.
Pertinently, the valley has witnessed record breaking tourist footfall with officials claiming that over 1.06 crore tourists visited Jammu and Kashmir during the current year.
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