Lolab Valley also known as ‘Wadi-e-Lolab’ or ‘Lolov’ in north Kashmir’s Kupwara district has bagged Best Offbeat Destination Award 2023 at a function organized by Outlook Traveler Magazine in Delhi.
Outlook Traveller Magazine in its post on X declared the Valley as an ‘ideal offbeat destination’. “The Valley is a hidden gem of India, surrounded by untouched landscapes, apple groves and winding rivers. Its untrammeled beauty and serenity make it one of the most underrated destinations in the country.” Secretary Tourism, Dr Syed Abid Rashid Shah indicated that with the great acknowledgement of the efforts made by the J&K Government to promote offbeat destinations, this commendation will give a boost to all offbeat destinations available in the UT. The government’s strategy this year is to focus on bringing to focus offbeat destinations with huge tourism potential, which have so far remained untapped. The department’s focus is to spread the growth of tourism sector to these offbeat destinations all over J&K.
These offbeat destinations that are getting recognition also open up new possibilities for the local community to maximise the benefits of tourism sustainably.