On the occasion of World Tourism Day 2021, Jammu and Kashmir Lieutenant Governor Manoj Sinha paid a visit to 'The Paradise Fest'. Organised as part of the World Tourism Week celebrations, the festivities is being marked to increase and enhance tourim footfalls to the region.

The Tourism Festival is being organised by several organisations in Jammu and Kashmir from September 27 to September 29. These include the Tourism Department, JKTDC, SMC along with various NGOs and the Indian Army with the theme being 'Aao Kashmir'.

Various stalls have been set up to showcase the talents of the region by entrepreneurs, NGOs, and educational institutions from Kashmir. Many of the stalls showcase traditional arts and handicrafts, paintings, souvenirs for tourists, textiles and local food and produces, promoting the rich and varied culture, history and creativity of the people and the region.

The theme song 'Aao Kashmir' has been selected to promote tourism in Kashmir for World Tourism Day on 27 Sep 2021. The song has been written by Jamal Budgami & sung by Owais Ganaie and Parveen Azad. The music was composed by Suhail and was arranged by Shahid Vaakhs with the video edited by Firdous.