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Lolab Valley bags Gold Award as Best Off Beat Tourist Destination

Kupwara, December 15, 2023 (WD Wattan):

Lolab Valley, situated in the northern reaches of Kupwara district in Kashmir, clinched the prestigious Best Offbeat Destination Award for 2023 at a ceremony organized by Outlook Traveler Magazine in Delhi on Thursday.

Renowned for its unspoiled landscapes, apple orchards, and meandering rivers, Lolab Valley stands as an idyllic offbeat destination in India, exuding untouched beauty and tranquility that elevates it to the status of a hidden gem.

Dr. Syed Abid Rashid Shah, Secretary Tourism, expressed enthusiasm about the acknowledgment, citing it as a commendable recognition of the J&K government’s endeavors to promote offbeat destinations. He emphasized that this accolade would invigorate similar offbeat destinations across J&K, aligning with the strategic focus of the department to spotlight areas with significant tourism potential.

“The department’s approach this year has been centered around shedding light on offbeat destinations that boast substantial tourism allure but have remained largely undiscovered. By doing so, we aim to extend the reach of tourism growth to these offbeat locales throughout Jammu and Kashmir,” Dr. Shah remarked.

He highlighted the dual impact of such recognition, stating that it not only amplifies tourism opportunities but also opens up new avenues for the local community to harness the benefits of tourism in a sustainable manner. This acknowledgment positions Lolab Valley as a beacon for other offbeat destinations, promising a positive ripple effect on the overall tourism landscape of J&K.

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