JAMMU & KASHMIR FESTIVAL is the first ever attempt to showcase the rich cultural heritage of the state and its pluralistic, varied cultural diversity to the British people.
Jammu & Kashmir, the northern most state of India, often referred to as "Heaven on Earth" has been a haven of tourism, adventure sports with a huge potential for growth and development. It is perhaps one of the most under-represented states of India in the UK. The variety of folk arts, traditional handicrafts and paintings, music, dance, theatre and oral story telling traditions of the region are fast moving towards extinction. Situated in the lap of the majestic Himalayas, Jammu & Kashmir is the crowning glory of India with a mysticism and beauty that remains unmatched, the world over.
The festival will be an opportunity especially to showcase areas within the state that are safe for people to visit and explore. This will encourage tourists and visitors to consider J&K as their next holiday destination therefore helping revive the economy of the state.