Keen to promote tourism in the resort town of Pahalgam, the Indian Army recently organised a snow festival that attracted scores of tourists and pilgrims. 

The Army's 3 Rashtriya Rifles, the Pahalgam Development Authority (PDA) and the state government's Department of Tourism organized the snow festival as per an ANI report.

"This winter festival is especially for the locals in order to strengthen our bond and so that we can provide them basic facilities. Our main aim is to boost the tourism industry, as it is the most important industry of the state. As we witnessed scores of tourists in 2011, we hope that this year too we receive more tourists and that will benefit the entire state," said General Officer Commanding, Victor Force, Major General Gurmeet Singh. 

During the snow festival, number of attractive games including arm rustling, Pepsi fishing, race and many more were available for the locals and tourists. 

Locals were enthusiastic, as they won the gifts during lucky draw, which was also an attraction of the festival. 

Tourists from plains were thrilled to see the snowfall, which was a fresh experience for several people. 

"This is the first time that I am attending a festival like this. This is a good step taken by the army. There is no charm without snowfall in Kashmir. Many stalls have been placed and people are participating enthusiastically and enjoying the snowfall, said tourist, M.K. Bhan. 

More than two thousand people participated in the festival and insisted that festivals like these should be organised quite often for promoting tourism in the valley. 

Meanwhile, officials of Jammu and Kashmir Tourism have planned special campaigns to promote Pahalgam as a global winter tourist destination. 

Located in the southeast of the Kashmir Valley, Pahalgam is surrounded by lofty mountains and is washed by gushing streams and rivulets making it a perfect tourist spot.