MICE TOURISM IN JAMMU & KASHMIR TOWARDS PROMOTION OF SMALL SCALE BUSINESS AT UNION TERRITORY

Abstract

Jammu and Kashmir is among the most popular tourist attractions in the Himalayas in India. The Valley is abundant with many tourism-related resources. A suitable tourist strategy is necessary for the sustainable utilization of these tourism resources. In addition to examining government strategy for the development and growth of tourism in the Kashmir area, the purpose of the current study is to analyse tourism potentials and visitor flow in Kashmir. To achieve the study’s aims, desk research methodology has been applied. Based on the findings, the tourism ministry of the Jammu and Kashmir government has drafted a tourist strategy. The proposed tourism policy includes promotional and development strategies for existing and new kinds of tourism, adhering to the sustainable approach, developing tourist infrastructure and human resources, guaranteeing safety and security, and promoting tourism education inside the state. Additionally, the state government is collaborating with various other interested organisations to promote ecotourism and unusual tourist spots. It has been reported that Jammu and Kashmir is replete in tourist sites, allowing travel companies to provide a variety of trip packages to visitors.