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Kashmir, the golden crown of India, has been a favourite destination for tourists since times immemorial. It is all because of the fact Kashmir appeals to different tastes & choices of both domestic as well as foreign tourists. Its exotic beauty, diversified topography, fresh water lakes, serene health resorts all rolled in one justifying Kashmir being a heaven on the Earth. Kashmir is aptly remembered by the name “Switzerland of India”. Tourism industry is the backbone of Kashmir economy and provides plethora of opportunities for further investment & development of the tourism sector. Adventure Tourism is a special form or segment of tourism in Kashmir. Adventure Tourism in Kashmir is yet in its nascent stage but has a tremendous potential for growth. The vast & endless scope for the growth of Adventure Tourism in Kashmir can be attributed to its diverse topography & matchless exotic beauty. Today Adventure Tourism is perceived as a fastest growing segment & has proved its significance & prominence by way of being a successful business opportunity for the entrepreneurs. Now with the growing opportunities of Adventure Tourism in Kashmir it is proving to be an economic bonanza for valleyites. Adventure Tourism as the name implies involves risk & thrill and thus addresses the tourist’s inherent sporting calibre. Adventure Tourism is a journey of tourism sector in Kashmir from traditionality to modernity. It has paved us a way of reaching economic prosperity & self-sufficiency. With some of the adventure tourism activities like river rafting, skiing, camping, paragliding etc. being offered in Kashmir, it fills the tourists with excitement and thrill. Nowadays a trend is being followed by different states all over India with every state promoting its tourism through brand ambassadors e.g. Gujarat Tourism is

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