Mumbai (NVI) : The Jammu and Kashmir government has asked Bollywood to renew its decades-old romance with Kashmir by exploring it with new dynamism and thus help promote it as a cherished tourist destination globally.
Farooq Khan, Advisor to J&K Lieutenant Governor, while addressing a gathering of some top Bollywood stars, producers, directors and singers, said a negative perception has been created about Kashmir.
He invited them to visit Kashmir to see the reality on ground and said, “I am sure you will find it as peaceful as any other part of the country.”
Khan, who was the chief guest at the function organised to present 11th Mohammed Rafi Awards, said that Jammu and Kashmir is a place known not only for its hospitality but also for its serene and picturesque locations.
“It is the right time for reviving that age-old link between Bollywood and Kashmir,” he said.
“This is not a place of terrorism, but a paradise of tourism,” he said and added that unfortunately a negative perception has been created about Kashmir to the outside world while the ground reality is entirely different.
Khan reminded the audience that the film industry had a very cherished and affectionate relationship with Kashmir in eighties and early nineties, adding that due to various reasons that connection was lost from past few years.
“It takes time to change people’s perception. What our government intends to do is to change it,” he said and added that J&K is ideal for high-end tourism with varied areas and products for which the relevant infrastructure is continuously being upgraded.
Khan also appealed media to play their role in presenting a true picture of Kashmir in order to promote it as safe tourist destination to the outside world.
He said the government of the recently-created Union Territory is committed in its endeavour to promote J&K as safest place for tourism and investment.
In this regard, the Advisor said a three-day global Investors Summit is being held next year for the first time in the Union Territory.
He added that the hosting of the JK Investor Summit will provide JK with an opportunity to showcase its strengths, strategies and potential.
He also urged the event organisers that the next edition of Mohammed Rafi Awards should be hosted in J&K in order to promote the place as secure and safe for visitors.
