With immense scope for development in prime real estate, J&K has the potential to attract many multinational brands in the hotel industry and this has been an opportunity for the emerging MICE tourism segment, an acronym for Meetings, Incentives, Conferences and Events. 

The J & K Tourism Board organised several roadshows in different cities of India and several film personalities participated in the same to share new updates, location details with B2B and B2C through media like Newspapers, Onlines, TV Channels amongst others. 

Media Junkets too were planned and the entire communication exericse created sustainable buzz for the Tourism of the State.