The recently held J&K Food, Craft & Culture Festival 2016 at Dilli Haat, in the national Capital, highlighted that the state’s rare distinction to wear varied caps, given the wide spectrum of weather, terrain, topography, wind, snow, water, mountains, heritage, handicrafts could become individual, collective or combined focuses of the world of Tourism.Jammu and Kashmir is one of the most beautiful destinations in India. However, this paradise on earth has always been in controversy due to terrorism and political turmoil. There are many other things about this beautiful land to talk about such as its picturesque landscape, the gorgeous people, and their attractive art and crafts. Tourism has been one of the most revenue generating industries in Jammu and Kashmir. With the rise in tourism, the handicraft industry of Kashmir is also getting a boost. Srinagar, Leh, Jammu City, Rajauri, Gulmarg, Udhampur, Kathua, Kupwara, Badgam, Kargil, Pahalgam, Anantnag, Pangong Lake to name a few are the most beautiful places in the state. Also Read – Add new books to your shelfJ&K’s Secretary, Tourism and Floriculture, Farooq A Shah said the tourism sector can generate employment for 70 per cent population of Jammu and Kashmir, which has flourishing horticulture and handicraft industries, and urged the tourism partners to lend priority to the state.He said that the purpose of the festival is to promote Jammu and Kashmir as a winter tourism destination.The state has world-class golf and winter sports facilities “on par with that in the USA” in Gulmarg and Pahalgam, he said, adding the state tourism department will organise a “snow festival” to promote winter sports from January 22. Also Read – Over 2 hours screen time daily will make your kids impulsive“We are making efforts to attract diversified tourists… those who are interested in sports, heritage, pilgrimage, craft, cuisine and so on. So our focus is on tapping onto the massive tourism potential the state has.”“Jammu and Kashmir in itself is the world. We assure the tourists that we will shower them with our unparallelled traditional hospitality,” he said.The state is focusing on promoting winter destinations like Gulmarg, Pahalgam and Sonamarg.“We are here to promote winter destinations like Gulmarg Pahalgam and Sonamarg which are world famous destinations for hosting winter related activities,” he said.The vision is to make tourism one of the principle engine of economic development in the state by positioning it as a leading global destination by the year 2025. It also contributes to economic and social well-being of the people of Jammu & Kashmir by providing employment opportunities, inclusive development and promotional policies with an aim to achieve internationally competitive tourism sector focused on sustainable growth. The aim is to also develop Jammu & Kashmir as a dynamic, sustainable and most-favoured tourist destination – offering high quality experience to tourists by providing congenial development framework for facilitating and accelerating investments and improving livelihood opportunities at the local level. It is also aiming to devise strategies for increasing arrival of domestic and international tourists, therefore giving a boost in the national economy by benefitting the citizens.